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Harlem News Group
HARLEM . QUEENS . BROOKLYN . BRONX
MUSIC MAKES THE WORLD GO AROUND
By Cheryl Pearson-McNeil
CONSUMER
When you and I talk about technological
leaps and bounds, frequently
we’re focused on the
way we communicate with each other. I
write here a lot about what we watch and
how we watch it, but let me ask you this:
What are you listening to today, and perhaps,
even more interestingly – how are
you listening to it? My assumption that
you are indeed very likely to listen to
music today is an educated one, as results
from new Nielsen Entertainment and
Nielsen 360 studies show that music is an
everyday activity for most people in this
country. Those comprehensive results
report that 70% of people 13+ actively listen
to music at least once a day. Ninety
percent of people actively listen at least
several times a week.
We love our music and both
exposure and consumption continue to
increase. So, now, how are you listening
to your music? Remember back in the
dark ages when AM/FM radio was the
way to go, when transistor radios (which
went the way of the dinosaur) were considered
cool? In addition to your personal
stereo or turntable – which played records
– came 8-tracks, cassette players, boom
boxes, the Walkman, then the Discman.
“The accessibility of music has seen
tremendous expansion and diversification,”
reports Nielsen Entertainment’s
David Bakula. His research also confirms
that radio still rules as the number one
way consumers access music. This is
how we listen:
* Radio
48%
* Computer
44%
* CD player
39%
* iPod® (other than phone)
27%
* Home stereo
23%
* TV
21%
* MP3 player (other than an
iPod® or phone) 17%
* Android® phone
13%
* iPhone®
12%
* Satellite Radio
10%
When we refer to listening via
computer, iPods®, MP3 players or
phones, we’re often referring to internet
radio, digital downloads of singles and
albums and on-demand streaming. These
days, of course, albums don’t necessarily
mean vinyl – although data shows there is
resurgence in interest in vinyl albums – it
typically means CDs and digital albums.
For young people, though, the numbers
are a little different. YouTube® is the
way most listen to music. As the mom of
a music-loving teenage son, I can testify
to this. Take a look:
* 64% of teens listen to music
through YouTube®
* 56% of teens listen to music on
the radio
* 53% listen through iTunes®
* 50% listen on CDs
It’s interesting to note, too, that
new hot artists aren’t always the most listened
to or biggest selling. Because of her
heavy exposure, Nikki Minaj’s “Super
Bass” was the most streamed song in
2011, with over 86 million plays/views,
beating out singles by Adele, LMFAO,
Lady Gaga and Katy Perry. With all the
ways to consume music, a couple of more
traditional artists made Nielsen’s top 10
list for the first six months of 2012. Whitney
Houston was number two across all
platforms, with appreciation and interest
likely spiked by her untimely death,
which is often the case; Rihanna was
number six; and Lionel Ritchie, who, of
course, has been around for decades, came
in at number eight – outselling all the others
in digital tracks and streaming plays.
This is probably because of Ritchie’s
foray into the Country genre. And, that’s
interesting because respondents to
Nielsen’s survey typically classified
themselves as either Country fans or Hip-
Hop/R&B fans. The reality is that people
who put themselves in either of those categories
actually enjoy a much broader
spectrum of music. Country music fans
also reported preferring
Rock/Classic/Pop/Top 40/Oldies and
Alternative Rock. Data shows those who
preferred Hip-Hop/R&B also listen to
Pop/Top40/Rap/Classic Rock and Alternative
Rock. Of course, there is also taste
for Jazz, Adult Contemporary,
Gospel/Religious and others.
Another interesting stat is that
even though new digital track releases are
likely to be purchased by younger consumers
immediately after their release,
catalog sales are outpacing current sales.
Catalog music is at least 18 months old,
which includes all the classics. Nielsen
analysts attribute much of this to Multimedia
Integration. Think about it. How
many traditional artists have you seen or
heard on TV shows like “American Idol,”
“The Voice” or “Glee?” It’s another trend
to watch as all genres of music are everywhere
more than ever. And, you, the
music loving consumer, have far greater
control (and power) over how you access
yours.
Cheryl Pearson-McNeil is senior
vice president of Public Affairs and Government
Relations for Nielsen. For more
information and studies go to
www.nielsenwire.com
SOBRO AWARDED FUNDING FOR MCDONALD’S NEW YORK METRO
NUTRITION NETWORK PROGRAM
McDonald’s New York
Tri-State area restaurants
have awarded
the South Bronx Overall Economic
Development Corporation
(SoBRO) funding for their
New York Metro Nutrition Network
program. Their support
will enhance SoBRO’s existing
Healthy Living program by
supporting a new project to create
a We Are the World:
Healthy International Cookbook
with the input of a
Chef/Nutritionist. The program
structure is built on The After
School Corporation’s (TASC)
Building Healthy Communities
and SPARK curricula, which is
designed to combat childhood
obesity through educational
activities and to promote physical
activity through athletics
and recreational games. The
Healthy Living program is a
collaborative effort between the
SoBRO youth program and
Cornell University Cooperative
Extension.
The McDonald’s New
York Metro Nutrition Network
is a community outreach initiative
designed to provide funds
to local organizations to build
or enhance existing grassroots
nutrition programs and to partner
with communities in
advancing nutrition education.
SoBRO was the only organization
in New York City to be
awarded funding for this program.
The $5,000 in support
will enable SoBRO to bring a
Chef/Nutrition Educator to
more than twice as many classes
as the current budget allows,
and to offer extended hours for
the lessons. Funds will greatly
expand the content and improve
the quality of the prototype
cookbook into a durable and
lasting volume, and will go
toward cooking supplies and
promotional items to spread
awareness of the program and
message.
SoBRO programming
will start in the beginning of
October with a fitness walk in
Crotona Park. The next two
months will include regular
nutrition and cooking classes
taught by a Chef/Nutritionist.
In December, the best and
healthiest recipes will be chosen
for inclusion in the updated
cookbook, which will be distributed
to all students’ families,
as well as community members.
For more information
about the McDonald’s New
York Metro Nutrition Network,
visit their website at
www.mcdonaldsnytristate.com.
For more information about
SoBRO, visit www.sobro.org or
contact us directly with the
information provided below.
Harlem News Group August 30, 2012
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