MTV STUDY TRACKS TRENDSETTERS' TASTES (Continued from page 5) Cunningham says the research acts by the '99 survey participants. ings is "Diary," a documentary pro- Rank Song Title Artist Detections subjects were not told that they were Hill was named as the music artist gram in which artists reveal what participating in an MTV study be- they'd like to see running the coun- 1 Changes 2Pac 599 happens in their lives for a given cause "we've found that when people try (Hill received 22% of the votes), 2 No Scrubs TLC 509 period of time; "Homecoming," a are told that they're part of a study followed by Beastie Boys at 17 %. Hill 3 My Name Is Eminem 489 show in which artists go back to their 450 for MTV, they act differently. We was also among the acts named as the 4 Angel Of Mine Monica hometown to perform a concert; and 5 Livin' La Vida Loca Ricky Martin 445 "Bare Witness," a series in which wanted answers that were real." one that "best defines your genera- Feat. 409 6 What's It Gonna Be Busta Rhymes Janet fans describe firsthand experi- The survey participants were 55% tion" and the one participants "most 7 Every Morning Sugar Ray 403 their admire in music today." 8 Bawitdaba Kid Rock 367 ences with an artist or music event. Beastie Boys led the list of acts 9 ... Baby One More Time Britney Spears 364 Finally, " Technolo- glee" means `They've told us named by respondents as the most 10 Why Don't You Get A Job? Offspring 361 that technology -particularly the the influential person /group in music 11 Sometimes Britney Spears 336 Internet-has become increasingly that Internet today. 12 I Want It That Way Backstreet Boys 332 important to how MTV's audience Tyrese 328 hasn't displaced the Cunningham adds that the most - 13 Sweet Lady experiences music. According to admired artists are those whom the 14 Wild Wild West Will Smith 327 MTV, the trendsetters' Internet My At -702- 326 MTV audience considers authentic. 15 Where Girls music activities have more than dou- excitement they 16 Heartbreak Hotel Whitney Houston 325 bled since last year's survey. "They respect artists who are being 17 Slippin' Dmx 303 have going into a themselves." 18 Freak On A Leash Korn 301 But based on the study's other

Hip- hop /rap was named as the 19 I Drive Myself Crazy 'N Sync 292 results, the trendsetters' growing music store' favorite music genre (named by 18% 20 Ex- Factor Lauryn Hill 288 interest in technology doesn't nec- of respondents), followed closely by essarily translate into them seeing - VAN TOFFLER - "alternative" music (16 %). Above are MTV's most played videos from Jan. 1, 1999, to Aug. 30, 1999, as the Internet as the most important But while the MTV trendsetters measured by Broadcast Data Systems. way to spend their time or find out Caucasian, 20% African -American, were saying what they wanted, was about new music. 15% Hispanic, and 10% other. The MTV actually delivering at the time? ceive as having longstanding value." els than they were 10 years ago. But in response to the growing survey also divided the demograph- According to Broadcast Data Sys- As for the online experience, the Respondents in all age groups interest in technology, Toffler says, ics into three separate age groups tems (BDS), of MTV's top 20 most - '99 results show an increasing inter- named Marilyn Manson as the music "We're going to accelerate our effort that received the same surveys: 14- played videos (see chart, this page) est in the medium as compared with artist with the most negative impact toward the convergence of technolo- 18, 19 -24, and 25 -30. Hill's "Ex- Factor" ranked at the bot- last year, but they suggest that there on society today. The late Tupac gies, whether it be having events Last year, MTV conducted a simi- tom (No. 20), while none of the videos is still a lot of room for growth. Shakur (aka 2Pac) was the second - with artists where people can go lar study, in which the findings showed by Beastie Boys ranked, even in the most named artist in the category. online and watch TV at the same that the MTV audience wanted to top 50. `This is Interestingly enough, 2Pac's video time or having live online chats." know more about their favorite artists Meanwhile, Backstreet Boys, Puff audience for "Changes" was the most played "Web Riot "-an interactive music - (Billboard, Sept. 26, 1998). Daddy, and `N Sync led the list of saying, "Stop on MTV for most of 1999. trivia game show that debuts Nov 29 Cunningham says that the results acts named as the least -liked by the Cunningham explains that MTV's and will have simultaneous partici- of those findings were directly relat- survey participants, who said that making so many support of acts like 2Pac and con- pation from Web users -is, accord- ed to MTV developing shows like they would like to "nonviolently dis- troversial rapper Eminem (the third ing to Cunningham, a "flagship show "FANatic," `BlOrhythm," and "Total pose" of these acts. Backstreet Boys new artists seem most -played artist) is a reflection of based on our findings about what the Request Live." received 29% of the votes, while Puff the MTV audience's desire for viewers want: more information This year's study also can be ex- Daddy and `N Sync were tied at 13 %. disposable" ' artists who are perceived as being about music and more interaction on pected to have an impact on pro- "The boy -band phenomenon is still authentic. "With an artist like the Internet." - TODD CUNNINGHAM - gramming, MTV executives say, both in full effect," notes Cunningham, Eminem, he may not be considered in the short and long terms. who says that MTV makes a distinc- a positive role model, but the audi- Lauryn Hill and Beastie Boys were tion between the "mainstreamers" Fifty -three percent of respon- ence respects him because they named as the two most -respected (MTV's audience that tends to like dents said that they had not used think he's being true to himself." pop music) and the trendsetters, who technology to download music from In this year's study, MTV has didn't rank pop as their favorite form the Internet. Even with free music identified three noticeable overall of music in this year's survey. on sites like MP3.com, respondents trends, or "macro trends," for its -0:77 "A lot of trendsetters are into expressed concern that the quality audience. MTV labels the three NOW 11 1 4000A10 artists who fuse sounds together," may not always be top- notch. macro trends as "Finding My Reli- ON Cl 300 explains Cunningham. "Lauryn Hill The results suggest that when gion," "Human Touch," and "Tech - is a massive phenomenon with them. going online, getting music informa- nolo- glee." just (i is says the "Finding Cidtle The Beastie Boys get a lot of respect tion judged more important than Cunningham í from this audience. getting music through online buying My Religion" trend means "positive year, we saw much more or downloading. messages rule" for the MTV audi- I rr -Ir le. "Last 899 fragmentation of music tastes, and MTV GM Van Toffler explains, ence in general. He adds, "This gen- liftp://www.hillhnntyl.com the gap has been narrowing," Cun- "They've told us that although the eration of young people has nothing ningham says. "We're seeing the Internet furthers the connection to to rebel against. They've become Exclusive Album trendsetters liking more of the same music, it hasn't displaced the excite- more concerned about spirituality." Reviews music as the mainstreamers." ment they have going into a music The "Human Touch" trend comes When You Make CDs Pleasing both the trendsetters store." from "the MTV audience's desire to Sister Sonny and the mainstreamers may not be When asked if they hear more touch, feel, explore, and examine the with Disc Makers! "Lovesongs" an easy task. But the BDS data show about music online than from music music that they're passionate about," Full color, glossy, 11" x 17" posters are the ideal that hip -hop and pop videos have the stores, 68% said no. says Toffler. way to promote gigs, record releases, or store (Jetset) edge, since they make up the major- Among the other findings from "That means the audience wants appearances. Make CDs with Disc Makers, and Teddy Morgan And The Pistolas ity of MTV's top 20 most -played this year's study: Listening to music more access to the artists, whether it you can get 300 full color posters for just $99! videos during most of 1999. (excluding music videos) is the MTV be through online chats, concerts, or "Lost Love And Highways" FREE catalog! One of the most striking findings trendsetters' favorite pastime, get- a music experience that is unique to (H1ghTone) in the study is an apparent mistrust ting 47% of the vote, with reading the audience," Toffler says. "We're 1- 800 -488 -9353 °` of major labels for finding out about books a distant second at 12 %. going to have several new shows that Free Digital Downloads new music: 73% of the survey Although 51% think that music tele- respond to this desire." DISC MAKERS respondents say that the best new vision is a good way to find out about Among the new series that MTV www.discmakers.com [email protected] News Updates music comes from clubs and local music, watching music videos and is planning based on this year's find- Twice Daily venues instead of major labels. watching television ranked among "If there was anything I would tell the lowest for their favorite pas- IN BPI COMMUNICATIONS INC. Chairman: Gerald S. Hobbs President & CEO: John B. Babcock Jr. Hot Product Previews on times, 5% and 4% respectively. Executive Vice Presidents: Mark Dacey, Robert J. Dowling, Howard Lander Senior Vice Presidents: record companies based the at Paul Curran, Ann Haire, Rosalee Lovett, Craig Reiss Vice President: Glenn Heffernan Chairman Every Monday results," says Cunningham, "it's that When it comes to finding out Emeritus: W.D. Littleford this audience is saying, `Stop making about new music, nearly half (49 %) ©Copyright 1999 by BPI Communications Inc. No part of this publication may be reproduced, stored so many new artists seem dispos- of respondents said that friends are in any retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photo- A new Billboard Challenge copying, recording , or otherwise, without the prior written permission of the publisher. BILLBOARD able.' There's a perception that the most important resources, com- MAGAZINE (ISSN 0006 -25101 is published weekly except for the first week in January, One Astor begins every Thursday. Plaza, 1515 Broadway, New York, N.Y. 10036. Subscription rate: annual rate, Continental U.S. record companies keep cranking out pared with MTV which ranked sec- $289.00. Continental Europe 225 pounds. Billboard, Tower House, Sovereign Park, market Harborough, This week's is Andrew Leicestershire, England LE16 9EF. Registered as a newspaper at the British Post Office. Japan 109,000 champ artists that they hype, and then they ond at 12 %. yen. Music Labo Inc., Dempa Building, 2nd Floor, 11 -2, 1-Chome, Nigashi -Gotanda, Shinagawa -ku, Turczyn of Berkley, MI. move on to some other artist they For larger social issues in relation Tokyo 141, Japan. Periodicals postage paid at New York, N.Y. and at additional mailing offices. Post- master: please send changes of address to Billboard, R 0. Box 2011, Marion, OH 43305 -2011. Current want to be the next big thing. to music, 69% of the respondents and back copies of Billboard are available on microfilm from Kraus Microform, Route 100, Millwood, "The good news is that the audi- said that it is not the responsibility N.Y. 10546 or Xerox University Microfilms, R O. Box 1346, Ann Arbor, Mich. 48106. For Group Sub- News contact: Julie Taraska scription information call 212 -536 -5261. For Subscription Information call 1- 800 -745 -8922 (Outside ence wants their artists to have a of musicians to address issues of vio- U.S.: 740 -382 -3322). For any other information call 212 -764 -7300. Canada Post Corp. International Publications Mail Agreement #0921920. Vol. 111 Issue 46. Printed in the U.S.A. jtaraska @billboard.com longer shelf life," Cunningham says. lence. Meanwhile, 59% said musi- If you do not wish to receive promotional material from mailers other than Billboard Magazines, please "They embrace artists who they per- cians today are not better role mod- call (800) 745 -8922.

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