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Britain’s young people want music more than sex – but for free !

What the hell’s wrong with young folk nowadays!

A UK study suggests that more than 60% of young people would rather give up sex than music, rising to 70% for 16-19 year-olds!

Put away those damn i-pods and get banging for f*ck’s sake!

The most interesting fact in the article is the clear evidence of the paradigm shift in how music is sourced and also, importantly, in the attitudes to this. Stuff like how 70 percent said they don’t feel guilty for illegally downloading music from the internet, while 61 percent feel they shouldn’t have to pay for music.

The muzak biz needs to adapt properly to this irreversible force. They need to focus on rebuilding a sadly defunct and badly outdated business model rather than hounding kids who may have shared a few mp3s and rather than attacking blogs for posting found links to pre-existing, freely available content!



Photograph: kamshots/Flickr

By MediaGuardian

Tue 17 Feb 2009 04:31 AM PST

By Jemima Kiss

What would you rather go without: sex, or music? For most young people, the answer is sex. More than 60 percent of young people would rather give up sex than music, rising to 70 percent for 16-19 year-olds. Marrakesh Records and Human Capital surveyed 1,000 15 to 24-year-olds highlighting not just how important music is to young people, but their changing attitudes to paying for content. 70 percent said they don’t feel guilty for illegally downloading music from the internet. 61 percent feel they shouldn’t have to pay for music. And around 43 percent of the music owned by this age group has not been paid for, increasing to 49 percent for the younger half of the group.

This age group felt £6.58 is a fair price for CD album, but that a downloaded album should be just £3.91 and a single 39p – almost half the price charged by Apple’s iTunes Store. Music is as important as ever, but this survey demonstrates the changing behaviour in consuming that music. In the past three months, 75 percent have watched a music video online, 70 percent bought a CD, 62 percent played music on their phone (out loud on the bus, probably), 52 percent had paid for a music download and 45 percent had played music on their games console. One piece of good news for old media was that radio is still the best medium for hearing about those new bands in the first place at 67 percent. 63 percent said they relied on recommendations form friends and music channels like MTV was preferred by 49 percent.

Newspapers and music mags were rated by 21 percent and 17 percent, and blogs just 14 percent. Surprisingly, YouTube was the most popular site for exploring new music for 38 percent of those surveyed. MySpace was cited by just 15 percent, tying with official band sites, Facebook followed at 8 percent and NME trailed along with Last.fm at just 4 percent. These results aren’t revelatory but illustrate the rapid shift in consumer behaviour – and these are the Fifty Quid Blokes of tomorrow. The challenge for the music industry is to work out how to adapt their businesses to suit these attitudes while retaining a viable business. To date, that is something record companies have been remarkably backwards in doing.

One thing this survey didn’t touch on though is live music – probably the brightest area of growth in the industry. Perhaps craving a unique, individual experience that digital music can’t provide, more punters than ever are seeking out live music and the festival circuit. It would have been interesting to compare the perception of a decline in the value of paying for pre-recorded music with the attitude to paying for gigs.


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February 19, 2009 - Posted by | UK, _ARTICLE, _MUSIC

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