Analyzing Market Disparities in Global Music Consumption

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But still there are situations where non-western countries listen and buy western music without understanding the English language only because the music is popular mainstream. The idea behind becoming a leader is having a wide market for both local and international music. The US – which has the largest market globally – listens to both local and global music. In fact some of the highest selling music records since the 20th century are not from American but international bands and artists such as the Beatles, Adele, and the Rolling Stones (Olsen, 2004). But the argument remains that it is difficult for musicians who sing in English to break through in multilingual countries. Taylor (2015) the “international music industry’s conservatism and xenophobia make success even more difficult” (p. 97). This lessens the chances the chances of growth in the market. Thirdly, while China has an affinity for live music with 57% of fans attending concerts compared to US’s 51%, it mostly the affluent who attend the concerts compared to the low income households (Savage, 2016). On record, 72% of the Chinese population listen to music per week although it trails behind the US where 91% of the population listens to music weekly and the UK where 85.5% of the population listens to music (Savage, 2016). Although China’s percentage on concert attendance is high compared to other countries, the bottom-line is that it does not reflect the whole society but rather a small portion. The high figures can be partly attributed to China’s approximately 1.3 billion inhabitants, but who showcase high levels of income disparity (McGregor, 2011). The high disparity between affluent consumers and those from lower income households is restrictive in terms o... ... middle of paper ... ...ial media. This is despite the fact that 22% of the Chinese population have access to 3G and about 500 million people use the web (Richard, 2013). If the vast of the population are unaware of various channels of buying music legally, the they are likely to turn to illegal piracy and downloading. This is in contrast to other music distributing companies in other leading markets such as U.S Music Corporation from the US and RSK Music distributors from the UK who are promoting both artists and their music globally using different platforms both online and offline. Furthermore, some Chinese music distributors focus more on western music and live acts. For instance, Musicdish – which is also a leading Chinese music distributor - recently launched the ‘Musicdish song blast’ to market to promote western recorded music and concert shows in mainland China (Chong, 2016).

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