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Music Fans Looking Past Professional Critics...
Music fans are increasingly disregarding the opinions of professional critics, at least according to a recent report. A survey conducted by ecommerce consultancy Avail Intelligence asserts that 8 out of 10 consumers look past critics when picking new music.
Instead, these fans are increasingly relying on the opinions of friends, family, and the collective wisdom offered by iLike, MySpace, and other destinations. "Today's consumer is more informed than ever and personalization will be critical for etailers," imparted Dr. Rolf Elmer, an Avail researcher.
The results are hardly surprising, though they offer critical guidance for emerging artists. Instead of chasing a five-star rating from a big-deal critic, perhaps the better path towards popularity involves a more grassroots approach. That is part of a radically reoriented word-of-mouth process, though recommendations from friends and family remain highly critical.
Permalink: http://www.digitalmusicnews.com/stories_old/070808critics
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