I have been writing about the coming of the Millenials into country's target for more than twenty years, so this week's revelations from Edison Research at the Country Radio Seminar should not come as a surprise to anyone who's been paying attention to our evolving target.
Today (from the country/new country section of Nielsen's State Of Audio Today 2014):
from Edison's CRS research as reported by Inside Radio):
It's not going to be simple or easy as our creators of music open their sights beyond the traditional themes and sounds of America's South, as our personalities evolve to understand how to be relatable and entertain in broader ways and today's upper demos accept these changes.
Of course, it has to happen in a way that "country" remains uniquely "country" or we'll be surrendering the values which make us so appealing and strong, but anyone who would predict that it can't happen or won't work doesn't know our listeners very well.
The evolution has already begun, it's helping us grow right now.
The intelligent way to see and embrace this change is to see it as "country's diversity opportunity."
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2 weeks ago