A Study of Audio Merchandising of Urban Music at Virgin Megastore Chicago

This paper provides an overview of music retail from the retailers and record label's perspectives with an emphasis on in-store merchandising techniques. It also provides details of how the store gets the customer's awareness of what CDs are available for purchase. Background of the Virgin Megastore Chicago and its relationship with urban music gives an outlook on its current status. The history of the DJ program at the Virgin Megastore supplies a point of view on how powerful this tool has been and how it can be helpful in audio merchandising urban music in future.