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CMA-Commissioned Study Examines Country Music’s Multicultural Audience Opportunities & Barriers

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A study commissioned by the CMA reveals that while the number of people of color enjoying the genre is rising, 20% say they experienced racial profiling and/or harassment at a country music live event.

music grapples with how to become more inclusive, a study commissioned by the Country Music Association reveals that while the number of people of color enjoying the genre is rising, 20% say they experienced racial profiling and/or harassment at a country music live event.

The Horowitz study included a three-week online community of Black, Latinx, Asian and white participants, as well as an online survey of more than 4,000 consumers, ages 18 and older, 1,000 of whom identified as Latinx, 1,000 as Black, 1,000 as Asian and 1,000 as white/non-Latinx. The study showed that in order to increase engagement, engaging fans via video, YouTube and television is essential: While 69% of white participants report viewing music-related video content weekly, that percentage was higher for Black , Latinx and Asian study participants.

 

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