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Vocativ Launches "Deep Web" Guide to America's Musical Tastes

Startup News Organization Scours Download Data and Social Media to Discover Which Musical Genre is Most Popular in 100 US Cities

NEW YORK, March 25, 2014 /PRNewswire/ -- Vocativ (, a global media organization delivering news and information for the Digital Generation, today announced the publication of its "Deep Web" guide to America's musical tastes, an index that reveals the genre of music most popular in each of 100 US cities.

The guide sources data from the open Internet – such as illegal song downloads, Twitter activity and BitTorrent traffic – to gauge regional preferences in music. The index uncovers the top cities where each of ten musical genres has the most avid listenership. It also features an interactive engine that lets users determine which American city best matches their musical likes and dislikes. 

Said Mati Kochavi, Founder of Vocativ. "Our proprietary technology and methodology helps us to understand what's really happening in the world by homing into open discussions and patterns in the Deep Web. Vocativ identifies sources and data streams which other organizations simply cannot – which gives us a unique perspective, from important geo-political stories to fun, lifestyle packages like the Music Index."

Said Scott Cohen, CEO of Vocativ. "By zeroing in on download data and social media discussions, we were able to confirm a few hunches, while also being surprised by the outcome. Sure, you'd expect rock to chart high in college towns like Eugene, Oregon, but who knew Honolulu has such a huge community of jazz fans?"

According to the Vocativ music index, here are the top American cities for the ten genres surveyed:

  • POP: Lansing, MI
  • COUNTRY: Evansville, IN
  • ROCK: Eugene, OR
  • R&B/HIP HOP: Montgomery, AL
  • LATIN: Laredo, TX
  • BLUES: Wichita, KS
  • JAZZ: Honolulu, HI
  • REGGAE: Honolulu, HI

About Vocativ:

Vocativ is a startup media organization for the global digital generation of people in their 20s and 30s. The company is built on a combination of proprietary technology, advanced methodology and fearless journalism. Vocativ navigates the Deep Web to make sense of the 80 percent of the open Internet that search engines don't reach: public social media posts, open databases and records. The company, which is headquartered in New York City, was founded by Mati Kochavi. Launched in the Fall of 2013, it has a staff of more than 60 analysts, data scientists, engineers and journalists. In February 2014, the company announced an exclusive multiplatform programming partnership with the NBCUniversal News Group and MSNBC.


Mario Ruiz
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Alixandra Young
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SOURCE Vocativ

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