Putumayo World Music was established in 1993 to introduce people to the music of the world's cultures.Putumayo is considered a pioneer and leader in developing the non-traditional market. A large portion of its target audience consists of "Cultural Creatives," a sociological and lifestyle term for 50 million North Americans and millions more around the world. To reach these consumers, Putumayo has built a proprietary network of more than 3,000 book, gift, clothing, coffee and other specialty retailers that play and sell its CDs, while maintaining a strong presence in record stores. Putumayo has developed Travel the World with Putumayo consumer contests to Martinique, Ireland, Brazil, Morocco, Brazil and other destinations. Putumayo also offers in-store music education, cultural and performance events and consumer gift-with-purchase promotions utilizing CD samplers and calendars.