Music Purchase Behaviors Essay Example | Topics and Well Written Essays - 1500 words

Music Purchase Behaviors - Essay Example Music has long been an established mass media business based on consumer trends and preferences. Understanding those preferences will allow the marketing research team to define the empirical culture of music buyer's. Hip-hop, for example, holds opportunities for mainstream advertising especially, "Hip hop has become so mainstream that many marketers feel they get it. But, it is those companies that need to "check themselves before they wreck themselves." Hip hop is not static nor is it monolithic. Hip-hop culture is constantly evolving and extremely diverse" (Wells 2006). Furthermore, marketing and advertising based on the previously important and coveted 'radio-play' may not hold all the answers to music marketing "reports of terrestrial radio's impending death appear to be exaggerated. Fifty-five percent of those polled said that they still turn to the FM dial to find new music. But that is likely to change as digital music spreads — only thirty-eight percent of downloader' s look to radio for new tunes"