I’ve always been a firm believer that when it comes to music consumption people broadly fall into three groups. 1. Listeners 2. Active Listeners 3. Discoverers

The first group is the most passive in their consumption habits, the music played on the radio and TV is the music they like. I specifically choose the word ‘like’ because for this group interest in music rarely peaks above a ‘like’ They enjoy music, but ‘passion’ is way too strong a word. Music comes to them, fed by major labels and mass communication channels. When they discover, they do so with millions of others simultaneously. Few of these people use Spotify because their musical needs are served by traditional radio.