 Paragon: Radio should listen to kids that don't listen to radio ·Jan 25, 11:33 AM From the Paragon Media Strategies blog: “In the 1960s it was the Progressive Rock Albums everyone had in their dorm rooms; the 1980s had Rhythmic music being played in clubs. In the 2000s it’s the music that young listeners are sharing among “Paragon Media Strategies research into Youth Radio makes clear that there is a body of music that has reached gestation. Whether it be called ‘Indie’ music or ‘music that my friends and I like that isn’t on the radio,’ there’s a format out there. Check out Last.FM and see what this generation is doing in forming their own library. “Concentrating on this body of music—which also contains a lot of new music—would address pleas research respondents make to radio, and it would shore up one of radio’s big unique selling propositions: introducing listeners to new music…
“14-24 year olds are actively designing radio that’s not on the radio. The average (median) young adult has 500 songs on their computer, 400 songs on their MP3 player, and 50 CDs. 14-18 year-olds have more than double the number of songs that 19-24s have on their computers and MP3 players… Young music consumers are already creating their own ‘radio stations’ by creating playlists on their iPod. “Researching and feeding back the music in currency over the internet and shared among users seems a clear way to breath some life back into radio among younger listeners and create a sustainable new format.” Read the entire post at the Paragon Media Strategies blog. share: del.icio.us.  Reddit  Digg  Yahoo  Wink  Windows  Google  Newsvine 
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themselves that radio seems to systematically ignore. Herein lies a great new format opportunity.
