According to an August report from Nielsen, nearly
two-thirds of American teenagers get their music from YouTube. That makes the
Google-owned video site the most popular music medium for an eternally prized
demographic — and its dominance marks a continuing shift in the ways pop music
is experienced, shared and marketed, according to a story by Chris Richards at
the Washington Post.
“Video now is way more important than it ever was,” says
Jonathan Simkin, manager of Canadian pop sensation Carly Rae Jepsen. “By a
mile. It just opens up a whole new avenue to promote a band.”
“Today’s music fan has access to millions of artists and
millions of songs right in their pocket,” says MTV spokesman Kurt Patat. “So in
a world full of video search engines, we feel like our role is to do what we do
best and connect artists to fans.”
MTV has loaded up on reality programming over the years but
still airs oodles of music videos on its sister stations — MTV2, MTV Tr3s,
mtvU, etc. The network now positions itself as a “multi-screen brand” that
extends to the Web and social media.
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