 Record executives realized, wait a minute, we can actually sort of really build an industry based around sort of targeting different markets and demographics of people. This is Matthew D. Morrison, historical musicologist and professor at New York University. Segments of population throughout the U.S., people who they didn't think necessarily had money for leisure entertainment, but did. And in this case, especially coming out of the success of Mamie Smith's Crazy Blues, record executives saw the potential gains to be had if they were to appeal to Black consumers.