1 This is because fitness goals are so ensconced in a modern lifestyle that Zumba’s dance routine has the potential to cut across musical tastes and nationalities (it plays much more than just Latin music). This equates to about fifty million album transactions a week and Zumba could eventually process as many members.Ī forty-five-year-old Danish female can be introduced to Don Omar, a Reggaeton singer from Puerto Rico, and become a fan perhaps Colombian artist Carlos Vives can develop a following in Kansas. But at its heyday, just before Napster, data from the International Federation of the Phonographic Industry put global annual sales of recorded music at $30 billion. Given current lifestyle choices and higher population growth rates in developing markets, CEO Alberto Perlman believes that Zumba will soon become the ‘radio station of the future’. This is because its fitness routine uses a Latin American dance-based workout, reaches a total of twelve million customers every week in 125 countries, and trains about one hundred and twenty thousand certified instructors who pay $30 a month for the privilege. It has created a growing ecosystem for musicians in which producers get paid for original tracks, publishers get paid for licensing fees, and bigger artists get contracted for live performances as well as for exclusive song deals. Zumba is the remarkable story of a business that has made music the handmaiden of health and wellness worldwide.
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