Ungdomars musikvanor : En studie i hur och var svenska ungdomar upptäcker och konsumerar musik ur ett mottagarperspektiv.

Sammanfattning: This essay is a study of the various attitudes and behavioral habits for music consumption and discovery of new music amongst young people in Sweden from a receivers perspective. The aim of the study is to review and map out the current trends, habits and cultural views on music consumption. An online survey was posted and spread on Facebook with 195 respondents as a result. The analyzed result and conclusions of the survey was then to be of use for understanding how to market and spread new music more efficiently. The study showed that there are three dominating sources of music for youth in Sweden. Whether it is discovering new music, sharing music, or just consuming music through media platforms, the three dominating trends are; friends, social media and streaming services. The traditional media channels such as TV and radio are losing power compared to earlier generations but are still vital for music marketing when working in symbiosis with positive audience response. Most of the young people in our study use the combination computer-streaming service to listen to music and discover new music through friends. They also value music recommendations from friends the most. A lot of the young people also discover music through social media, such as Facebook. The study showed that the people who discovered music through social media also used social media for sharing music. Ergo, we believe the most important channels to focus on, if you want to reach as many recipients as possible when marketing and spreading new music with young people in Sweden as the target audience, is Facebook and Spotify, while also keeping in mind the importance of Word Of Mouth and Buzz Marketing.