Millennials, Hispanics, Non-Whites Drive Country Music's Growing Popularity
May 4, 2016 at 10:59 AM (PT)
Country music’s fastest growth is occurring among non-whites, Hispanics, and Millennials, with music fans who have begun enjoying Country during the past five years outpacing new listeners of other top genres, such as Classic Rock, Pop or Rock. Those are just two of several key points shared by the COUNTRY MUSIC ASSOCIATION (CMA) YESTERDAY (5/3) during the first of three webinars which will reveal findings from its recent study, “Understanding Today’s Shifting Consumer Landscape And Changing Country Music Audiences, Music Choices, And Behaviors.”
That’s a lot to take in, and so is the massive collection of data. The theme of TUESDAY’s webinar was “Tomorrow’s Music Consumer and Emerging Behaviors.” With Millennials now numbering 78 million and outpacing Gen-X and Baby Boomers, those between the ages of 18-35 are seen as Country music’s biggest growth opportunity.
Additionally, Country’s core appeal – authentic, relatable, and emotional – remains strong, even across its shifting segments. And, these consumer segments have ushered in what the study calls the “big blend” era, that has impacted how music and media is consumed. The up-and-coming Country Music audience holds a core belief that disregards labels and boundaries. Country music’s expansion has likely benefited from this “blending of boundaries,” which has led to discovery of new music and artists quicker and easier than ever. The injection of new Country music fans is increasing the reach of the genre and will continue to do so in the future.
The study, which CMA announced late last MONTH (NET NEWS 4/26), was conducted among 3,330 adult consumers across the U.S. during OCTOBER 2015 by a third-party research partner, THE FUTURES COMPANY. Upcoming Webinars revealing more findings are set for TUESDAY, MAY 10th at 2p (CT) and TUESDAY, MAY 17th, also at 2p (CT).