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MySpace Now the Place for Online Music Activity

Written on

May 31, 2006 

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Sarah Novotny  |

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MySpace Now the Place for Online Music Activity

According to a new JupiterResearch report, “Music and Community: Low Cost, Authentic Promotion,” 48 percent of music discoverers find out about music from friends. In turn, the study finds that sites such as MySpace generate more community-related music activity than Yahoo! Music, AOL Music or MTV.com.

According to the release, music discoverers continue to use a broad variety of means to find out about music, 53 percent discover music through videos and 87 percent through radio, but word of mouth is a powerful way to expose and influence musical tastes. Sites incorporating virtual friends are influential music marketing platforms.

“Music marketers should leverage community sites, such as MySpace, to recreate the feel of personal recommendations of friends,” said David Card, vice president and senior analyst at JupiterResearch and author of the report. “Not only are these sites free, but they can be effective music discovery tools.”

The new report studies how much activity related to the popular music group The Black Eyed Peas occurred on MySpace, Yahoo! Music, AOL Music and MTV.com. MySpace generated hundreds of thousands of “friends” of the band, and profile views and song plays in the millions. In contrast, mainstream music media sites counted artist community members in the hundreds, at best.

“Using community sites as a marketing platform is inexpensive, but it requires a do-it-yourself approach,” said David Schatsky, president of JupiterKagan in a statement. “MySpace, for example, does the Flash encoding for music streaming and enables e-mailing, but not much more. Promoters should market actively on these sites and push new songs, albums, videos, or tours.”

Tags: case_study, jupiterresearch, MySpace and user-generated_content

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