Country Music's Multi-Generational Audience To Get Closer Look At CRS ’22.


The main research project for Country Radio Seminar 2022 will examine trends, tastes and behaviors across multiple generations of country music fans. Country Radio Broadcasters has commissioned NuVoodoo to do qualitative and quantitative studies of the format’s multi-generational audience, and the firm will present results on Thursday, Feb. 24, during CRS.


“For years, a lot of people have said ‘Country music is for anyone 8 to 80,’” CRS Research Committee Chairman and Big Machine Records GM Clay Hunnicutt said in a release. “This year, we’ll find out for sure, as we look at the multi-generational audiences across country’s past, present and future, looking at characteristics and day-to-day habits of our listeners — from early adopters to late bloomers.”


This is the second partnership between CRS and NuVoodoo Media Services, which presented findings from a study of country music consumption habits during the COVID-19 pandemic and quarantine during “CRS: The Virtual Experience” in 2021.


NuVoodoo Media Services Executive VP/Research Analysis Leigh Jacobs said researchers had one-on-one Zoom conversations with dozens of country music fans last month.


“We’re using their first-person insights to guide the development of a massive study of nearly 3,000 Country music fans we’ll be fielding in January,” he said. “We’ll use it all to show how they use radio and other media; the things they love, the things that have changed – and those that haven’t. We’ll employ video segments from the Zoom interviews to underscore our findings about their deep relationships with Country music. We look forward to sharing it at CRS.”


CRS will be held Feb. 23-25 at the Omni Nashville Hotel. Registration is open and available for purchase at the CRS website.

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