I also see that there is a disconnect between product/service models and understanding human behaviour and values. With the focus on revenue/profits, time to spent influencing and shoehorning people’s behaviour and consumption to fit into neat little boxes that can be easily managed and monetized.

In response to that, people have strayed out of the mainstream communication channels because they are seeking out new experiences, sounds, variety and perspectives that they otherwise won’t find.

That said, radio, record labels, record reviews, music charts were some of the key mass-market methods used to influence music consumption. It has worked in the past and for the average person, will continue to do so. Their role and influence might be diminished, but I still feel they are important to support mass media. It’s easier to plan and manage what is presented by creators/distributions and also just as easy for people with limited time to consume this “curated” media.

On the other hand, we are also experiencing a big shift towards niches and what I like to call personal music circles. All of us now have significant influence on our family and friends, online and offline. Whether it is music, restaurant, books etc, we seek out people whose taste and recommendations we trust and respect. I would say that almost 90% of the new music I heard this year came from a small group of about 4-5 people (let’s call them music geeks) who, knowing my tastes and personality, made these highly personal and filtered recommendations.

Considering that our human nature is hardwired, today’s technology and global communication platforms quickly enables us to find ways to satisfy our innate wants and needs. In the past, it was extremely difficult, if not nearly impossible to breakaway from the mainstream pack. You accepted what was presented and didn’t complain because you didn’t know otherwise.

We seek for people we like, trust and who look out for our best interest. At a personal and intimate level, there is a quiet social pact where we don’t want to disappoint each other with the noise of bad recommendations and choices.

In the midst of all this, some very smart people who continually observe, study and understand human behaviour along with supporting technologies they create will earn them some very good money.

This post was mentioned on Twitter by slainson: Why music biz needs to pay attention to consumer behavior by @Mediazoic http://bit.ly/4ZGwhK...