"Consumers find new music via more sources than ever, requiring artists and their record labels to meet them where they are with targeted messages. Bain has discovered that most listeners find new songs through playlists on streaming services, licensed plays in movies, TV shows, and videogames. Additionally - and this is crucial to Bain's point - consumers lean hard on recommendations from friends, family, and trusted online communities."
"The model has shifted from "one-to-many" to "many-to-many," Bain emphasizes. Older recommendation methods like radio, MTV, and big-box record stores (characterized as "one-to-many") are giving way. Younger fans rely even more heavily on social media. The 18-24 cohort is even more predisposed to this behavior than the under-18 group. "Industry leaders will have to invest in new capabilities and tools," is the short answer."
Listeners discover new songs primarily through playlists on streaming services and licensed placements in movies, TV shows, and videogames. Consumers rely heavily on recommendations from friends, family, and trusted online communities. Traditional one-to-many channels such as radio, MTV, and big-box record stores are declining. The music ecosystem has shifted toward many-to-many discovery dynamics. Younger fans, particularly ages 18–24, depend more on social media for discovery than even under-18s. Music marketers must invest in data analytics, ancillary content, monitoring tools, and test-and-learn capabilities. Both emerging and established artists require targeted, channel-specific outreach.
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