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Largest study on the future of music use presented

Senate invites German music representatives for talks on future of industry

Around 60 top representatives of the German music industry met in Hamburg’s City Hall to discuss the industry’s concerns and its development with Dr. Peter Tschentscher, Mayor of Hamburg, and Dr. Carsten Brosda, Senator for Culture and Media, before the Reeperbahn Festival underway from September 19-22, 2018. This year, the focus was on the initial results of a study by the University of Hamburg on the use of music in future.

Music important – uses changing

Music is still hugely important to respondents, the study found while the use of music is changing continuously. One in two respondents used music streaming services, while radio remains the most important medium for listening to music. The respondents also showed great willingness to pay for streaming and live concerts. The active search for artists on the internet also plays an important role. However, actually owning music is no longer of great importance for almost half of the respondents.

Representative survey

“’Musikdialog Hamburg’ is a forum for the German music industry to exchange fundamental questions and technical innovations. The University of Hamburg’s study on the future of music use provides a reliable basis for the further development of existing business models and new ideas. Hamburg provides companies and artists with an ideal environment for this,” said Tschentscher.

The study by the University of Hamburg and led by Prof. Dr. Michel Clement, Chair of Marketing & Media, runs for three years and foresees a total of six survey waves. The first wave of the survey took place in August 2018 – the other waves will be held every six months. It is being carried out on behalf of clients including the main associations in the music industry and is being supported by the Ministry of Culture and Media in Hamburg and the Initiative Musik gGmbH.

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