I've tried to share a lot of different music with different friends over the years with mixed results. One thing I'm convinced of now is that the person has to really be receptive to wanting to discover new music. You can't ever force it on anyone. Like a right time right place kind of deal almost as well. I had a hs friend that used to hate tool everytime I played it for him, but after a year or two he finally listened to some of the songs I played for him previously again, but in his own time and space, and he quickly became a big fan. I've noticed this in myself too when someone wants to play me a new song too, sometimes you're just not ready for something new and want to stick with what you know. I imagine an academic setting would play into this as well.