Baby boomer managers think they can control radio stations by devising formats that different demographics will listen to. It’s always been that way so why not follow the logical conclusion.

But the next generation is different – very different.

They want to be the program director.

They want to be involved in their lives every step along the way. They turn to YouTube and are happy enjoying content created by other people --- even other people who are not their age. User generated content.

They have their own social website pages – Facebook, MySpace and increasingly smaller niche sites. They want to discover their own music, share it and enjoy the music of others even it isn’t number 12 with a bullet in Billboard.

Source link: Inside Music Media

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