New Music Discovered Via Radio, Word of Mouth

Orpheus Media Research surveyed 500 consumers about how they discover new music:

87 percent of respondents said they actively search out new music

82 percent identified radio as the greatest single influence of their music listening

57 percent indicated that they most often relied on radio or word of mouth to learn about new music

Here are the findings on music recommendation tools including music streaming services, and search and discovery platforms:

77 percent have discovered new music with a recommendation tool, and 92 percent continue to listen to that new music, often recommending it to others

Yet, these respondents feel that the accuracy of available recommendation tools is lacking in accuracy. And 82 percent feel that the music industry is doing an average to poor job in their ability to identify good music.

More here.


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Category: Featured, Radio, Sales/Marketing

About the Author

Sarah Skates has worked in the music business for more than a decade and is a longtime contributor to MusicRow.

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