Tuesday, April 14, 2009
– The Country Music Association will introduce key findings from its 2008 Country Music Consumer Segmentation Study during on April 28 in Nashville.
The research project grew out of CMA's strategic mission of providing timely education and information useful to the industry. It was the largest and most comprehensive look at the country music consumer in the 50-year history of the association. The meeting will also discuss next steps and ways that CMA's constituents can incorporate the findings into their individual business plans.
"It was important to the Board and the Consumer Research Committee, lead by Joe Galante and co-chair David Ross, that we not just provide raw data for our members, but use this Town Hall gathering to start a dialogue that can generate tangible ideas, and ultimately results for our industry stakeholders," said Randy Goodman, Chairman of CMA's volunteer Board of Directors and President of Lyric Street and Carolwood Records.
The findings offer new insights into the country consumer with information on media consumption including country record sales, radio and touring, media usage and consumer analysis culled from a phase 1 sample of 7,000 individuals; a second sample of 1,850; and 10 focus groups from 3 regions of the country. Findings from a follow up study to determine the impact of the current economic crisis on the country consumer will also be presented.
"Information without action cannot create change," said CMA Chief Executive Officer Tammy Genovese.