Let la música take control

The recent passing of Apple founder and super-star innovator Steve Jobs has saddened us. Mr. Jobs truly challenged many dialogues with regard to how people access technology and media. One such area Jobs has been credited for reinventing is the digital music industry. Through the invention of the iPod and the iTunes music store, he and Apple placed music and entertainment into the hands and pockets of people the world over. Interestingly enough, a recently released study by Dr. Felipe Korzenny of the Center for Hispanic Marketing Communications at Florida State University (FSU) explored the use digital music by Latinos and other ethnic populations. Considering audiences that marketers in the music industry have traditionally targeted, the study results may be a bit of a surprise.

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