International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Between the Long Tail and the Blockbusters: Transformations in the Brazilian Radio Music Market
Fernando Morgado Duarte, Daniel Kamlot, Veranise Jacubowski Correa Dubeux

In the present article, we aim to detect trends in the Brazilian radio music market, considering the relevance of musical programming. For this, we confront the visions exposed by Chris Anderson (2006) and Anita Elberse (2014) in their books The Long Tail and Blockbusters, analyzing market information and recent surveys and cases observed in broadcasters from different Brazilian states. Performing a qualitative document analysis, we could identify the insights presented in most recent published materials and evaluate the trends detected. We can note that music is, and probably will always be, a noble part of the radio, but broadcasting cannot lose sight of its essential truth, which surpasses playing music – it involves endorsing relationships among people,andalso between people and businesses.

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