O que querem os jovens ouvintes

«(...) Young people have voted again and again in this race that they want to own their music not rent it or listen through a glorified subscription or ad-supported service.
The labels -- a group that would cause me to do the opposite of what they do -- is simultaneously selling music to cellphone companies so their customers can have a phone full of music included with the price of the phone. That's a loser with young people.
Last.fm -- now with the ability to play what you say instead of what terrestrial stations like "Jack" want to play -- is also a non-starter.

These ideas and concepts are the creative result of older and in some cases out of touch people who do not understand the young consumer. These products are what they think young people should listen to vis-a-vis their dying record businesses. They are not, however, what young people want. In the months ahead, the painful truth will become evident even to them.

Here's what the entrance and exits polls -- so to speak -- are telling us about the next generation, the record business and new forms of listening:

1. They want to own their music (I use the term own loosely to include paid and stolen music). Rental services like Napster and Rhapsody have not resonated. The labels want young consumers to rent. Cell phone companies can't see why adding a few extra bucks to the monthly bill for all the music in the world won't be a winner. I'll give you two reasons: one is the iPod -- the choice of the next generation and it isn't going away any time soon. And, two, the next generation can steal music without a problem. Who needs rental?

2. Young listeners don't like radio because they have alternatives, but radio has sucked since the 80's -- at least that's when the term "radio sucks" emerged. No one says, "iPods suck" -- at least not yet. But young people show signs of iPod fatigue. Properly read, this means they are not giving up their iPods, they'd just like to be entertained every once in a while.

3. Internet radio will be the smash hit we all think it can be once it can be received everywhere on every device. It's beginning to happen now, but most people don't listen to Internet radio on the go. And by Internet radio I don't mean terrestrial radio "lite" or another version of an HD subchannel. I mean real entertainment. Internet radio is the killer app.

4. Keep an eye out for some form of mash-up music sharing. We're seeing this in video where users can take pictures and send them along to a friend to add music or whatever. Control freaks like record and radio execs will do just about anything but enable a generation to fool with their artists rights. Admirable? Not when their customers do it anyway.

5. Young consumers have iPods -- they have hard drives loaded with music bought and stolen. They also want to be entertained. Instead the labels and their cohorts keep trying to invent the next thing but this generation is going to tell you what the next thing is. And what is it? Entertainment. They want to be entertained. They want to participate in the entertainment. If I'm in radio reading this I am jumping for joy -- that's a core radio skill -- but it will have to be transfered to where the next generation lives and it's not on the radio band.»