WHAT IS THE IMPACT OF MARKETING ON TRENDS IN MAINSTREAM MUSIC?

I propose that many aspects of mainstream music are a product not of societal trends and preferences in music, but rather of marketing techniques employed in the music industry. Marketing plays a key role in the development of artists and their music and, consequently, we can identify marketing as a major factor driving the trends of certain musical elements in mainstream music. With each new wave of mainstream artists, we can recognize certain trends arising in the musical elements of these “hit songs”, e.g., trends in use of instrumentation, use of new sound technology in recordings, melodic motives, foundation rhythms, and lyrical content. I have conducted a literature review in search of evidence that supports my thesis that the proper utilization of marketing techniques in the music industry is a highly effective manner in which to increase the popularity of musical trends in mainstream music. Existing research analyzing the factors that affect consumer behavior coupled with existing literature addressing marketing practices in the music industry support an assertion of the effectiveness of music marketing techniques on increased consumption of that music and accordingly an increased popularity of the musical elements found this music. Little research has been conducted in this new age of technology that explores the role of marketing on the increased popularity of musical trends. With the implementation of many new information technologies, marketing in the music industry has changed vastly in the recent past. A new exploration of how music is marketed to the public is necessary. By understanding the depth to which marketing affects music’s popularity, it would be possible to more effectively promote music