How Do People Choose What To Listen To?

In this article arts consultant Heather Maitland explores our musical preferences, addressing the challenge of attracting new audiences. Personality and demographic profile affect musical preferences, but not in a simple split between high culture against popular culture. Information with emotional and social relevance has more impact on potential audiences' interest in entering new musical territory than fact based musical knowledge. In conclusion Heather points out, that we should focus less on labelling musical genres and more on creating an image of the experience.