Beyond Fandoms : Homophily Effects on Latin Music Popularity
Sanchez Huizar, Marlyn
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The purpose of this paper is to explore how ethnographic connections between music listeners and Latin musicians have impacted and will impact the future success of Latin music and musicians. In this study, a convenient sample of 100 participants were given an online survey to complete. The survey asked questions regarding their familiarity with mainstream Latin musicians and their music as well as their interest in supporting them. Given the lack of sufficient members for each of the different age and ethnic groups in the results, the study focuses on people aged 18-23 and 24-29 years old who identified as "Latinx." It was found that regardless of their ethnic background and familiarity with Latin musicians, young adults are more likely to support Latin musicians by streaming and sharing their music within the same day or two days after listening. It was also found that those who identify as Latinx are quicker to share music on social media than all other ethnic groups combined. Although these results need further research, minor findings like these can be incorporated· in marketing strategies regarding music consumption to determine what type of demographic groups are important to use as target audience.