and i work at a cd store so theres my facts
LMFAO, you're logic is beyond the capacity of a normal human...
Is the Conventional Wisdom Correct
In Measuring Hip-Hop Audience?
May 5, 2005
It's hard to read an article about hip-hop without encountering the claim that 70% to 80% of people who buy rap music are white.
The statistic is a favorite of journalists and industry executives because it defies the misconception still making the rounds that rap's fans are mostly black, and shows that it is instead mainstream music and mainstream business. It's been stated so often that it's become an "industry convention," Will Griffin, president of Russell Simmons's Simmons Lathan Media Group in Los Angeles, told me. A mention in a Wall Street Journal article last week sparked reader Dave Osborne and a colleague to suggest that I check it out.
The Journal article was one of dozens of mentions I've found in the media stretching back for over a decade. They have taken different forms. Sometimes it's 70%, sometimes 80%. The proportion is of rap buyers, or rap listeners, or total rap purchases; it's of teenagers, or of consumers age 13 to 34.
Often, the 70% statistic isn't attributed but merely recited as gospel, making it tough to find its original source. Many articles, stretching from 1999 to this year, attribute the numbers to SoundScan, a sales-tracking company. For example, this Philadelphia Inquirer article from last year reported, "According to SoundScan, which tracks sales in the music industry, as much as 70 percent of the paying (and downloading) hip-hop audience is white kids living in the suburbs."
But a spokesman for SoundScan, now part of VNU's Nielsen media-tracking unit, says the company has never tracked the race of music buyers. He says a related company, SoundData, may have reported the stat in 1999, but SoundData no longer exists and he couldn't locate anyone who recalled the details. A 1994 Advertising Age article attributes to SoundData that "roughly 75% of rap records are owned by white teen-agers," suggesting that the statistic could date from a time when hip-hop was half its current age.
Simmons Lathan was cited in a Forbes.com article last year: "SLMG says its customer base is the 45 million hip-hop consumers between the ages of 13 and 34, 80 percent of whom are white." But Mr. Griffin says the company was using statistics from Vibe Magazine. Vibe, in turn, was using stats from Mediamark Research Inc., best known for reporting the demographics of magazine readers, according to Lou Lopez, research consultant for Vibe. "It's important for our advertisers," Mr. Lopez told me. "Sometimes they have you slotted as a black magazine. Currently almost a quarter of our readers are white."
And so my inquiries led me to MRI, where I found out that this is a statistical story with a mostly happy ending. Conventional wisdom, for once, turns out to be mostly correct -- with the caveat that there's a lot we don't know about race and rap sales.
Each year, MRI researchers go into about 25,000 homes nationwide and talk to residents for an hour about their media habits. Then they leave a thick booklet -- last year's is 104 pages -- full of questions about 6,000 brands in 500 categories. As compensation for answering all the questions about their buying habits, respondents get between $20 and $75, depending on where they live, says Anne Marie Kelly, MRI's vice president of marketing and strategic planning. The overall response rate among households that MRI initially contacts is about 40%.
Among the questions MRI asks is whether the respondent purchased pre-recorded rap audio tapes & compact discs in the last 12 months. MRI (which United Business Media PLC agreed to sell to GfK Aktiengesellschaft last month) sent me the results for 1995, 1999 and 2001, for both adults 18 to 34 and for all adults. For both groups, the percentage of recent rap buyers who are white was about 70% to 75% for all three years.
A caveat: Race is a slippery concept. Spurred by a change in Census Bureau methodology, MRI researchers no longer decide for themselves the race of their respondents, and the group has expanded the number of races and allowed respondents to check more than one.
In fall 2004, using the new method, MRI found that just 60% of rap buyers are white, though 78% of Americans self-identify as white. Apparently, a significant number of people whom researchers thought were white wouldn't identify themselves as such.
Other caveats: It's unclear how well respondents can recall what they've bought in the last year; gifts count, even if the buyer isn't a rap fan; MRI can't say how much rap respondents buy -- maybe white buyers are more, or less, intense fans than blacks; respondents decided what music is included in rap -- others may dispute their definition; and it's unclear how the numbers would come out if you removed just a few artists -- platinum-selling, white rapper Eminem, for instance -- or labels. Music writers should either update their stat or just accept that rap is mainstream and move on.
http://online.wsj.com/public/article/SB111521814339424546.html