“14-24 year olds are actively designing radio that’s not on the radio

«In the 2000s it’s the music that young listeners are sharing among themselves that radio seems to systematically ignore. Herein lies a great new format opportunity. “Paragon Media Strategies research into Youth Radio makes clear that there is a body of music that has reached gestation. Whether it be called ‘Indie’ music or ‘music that my friends and I like that isn’t on the radio,’ there’s a format out there. Check out Last.FM and see what this generation is doing in forming their own library.“Concentrating on this body of music—which also contains a lot of new music—would address pleas research respondents make to radio, and it would shore up one of radio’s big unique selling propositions: introducing listeners to new music…

“14-24 year olds are actively designing radio that’s not on the radio. The average (median) young adult has 500 songs on their computer, 400 songs on their MP3 player, and 50 CDs. 14-18 year-olds have more than double the number of songs that 19-24s have on their computers and MP3 players… Young music consumers are already creating their own ‘radio stations’ by creating playlists on their iPod.»

fonte: «A Once In A Generation Format Opportunity», Paragon Media Strategies, 17/01/08