[FA Worldmusic] knowledge transfer and marketing acrossgenerations

[Dmitri Vietze]

This raises the topic of the "old broadcast model" versus the "new models" 
of user-generated content, user-filtered content, and niche content. It 
would be cool to see two streams of content for the two markets you see in 
your market.

===> Dmitri!

----- Original Message ----- 
From: "Paul Harding" <racecar at bitstream.net>
To: <fa-worldmusic at folk.org>
Sent: Friday, August 10, 2007 5:41 PM
Subject: Re: [FA Worldmusic] knowledge transfer and marketing 
acrossgenerations


> Good topic Dmitri!
>
> That's something I think I've been struggling with as a
> radio host/programmer for a long time.
>
> My show is on the student run, University of Minnesota's
> station, Radio K.  The folks at the station have had a
> tendency to think of their audience as younger than the
> data (Arbitron & other) indicates.  It's easy to think
> that the audience of the college station is mostly college
> kids, but we have a lot of listeners in their 30s and 40s
> and some older yet.  I think my show may even lean heavier
> on the older demo.
>
> I know plenty of my listeners are of my parents'
> generation, who love the traditional end of the musical
> spectrum and would rather never hear (what they still
> call) "rap", dancehall and the like.  But I think that's a
> big part of the interesting musical fusion right now,
> pretty much everywhere - and so, important to include (and
> personally appealing).
>
> The other side of this coin is the younger audience that
> may lack the patience for the older, more traditional,
> jazzy, or new agey sounds.  They request Los Amigos
> Invisibles, Brazilian Girls, Ojos De Brujo, reggaeton,
> etc.
>
> So, I feel obliged to include nearly the full spectrum.
> Perhaps the show would be more successful if I targeted
> one or the other?
>
>>From my perspective, I see a lot of promotion of world
> music as very geared for the older crowd.  Maybe people
> who are browsing for "world music" are older - while the
> younger folks are looking for specific artists or genres?
> Or at least, it's perceived this way by marketers?
>
> -Paul
>
>
>> I think the recent discussion about (mis)interpretations
>> of the origins of one
>> song -- one perspective surf rock and another early rap --
>> brings up the issue
>> of cross-generational reference points. I am curious what
>> practices people on
>> this list (presenters, labels, retailers, media, and
>> others) have implemented
>> to:
>>
>> 1. step out of their own generational reference points to
>> communicate with
>> other generations of fans, consumers, and
>> readers/listeners
>>
>> 2. address the issue of aesthetics across generations in
>> marketing materials
>>
>> I think a lot of the debate about the "world music ghetto"
>> has to do with how
>> music is presented. What are the visual and semantic cues
>> that accompany
>> certain forms of "world music?"
>>
>> Much respect,
>>
>> Dmitri Vietze
>> rock paper scissors, inc.
>> (NEW ADDRESS as of May 18, 2007!!!)
>> 511 W. 4th St., Suite 2
>> Bloomington, IN 47404-5171
>> TEL +1-812-339-1195
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>> www.rockpaperscissors.biz
>>
>> {{music of global significance}}
>>
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