MUSIC AND ADVERTISING 5
Themusic industry has changed over the last two decades to issues suchas under-pay, loss of income, and technology. There are a decline incompact disc (CD) sales due to online streaming via platforms such asthe YouTube. The operators in the industry need to change theirmarketing strategies to mirror the shifting demands and dynamics.Essentially, the music sector generates billions of dollars in theglobal economy. The question remains whether the artists should beworried about the reduction and if they need to embrace the changingdynamics. It is believed that proper examination of the influencingfactors is crucial to assist in the development of the rightmarketing strategies.
Thesisstatement:Creative thinking and approaches by both the firms offering streamingservices and music industry players will ensure that the artists willobtain moderate income from their songs.
Accordingto North, Hargreaves, and Krause (2016), the effect of music on speedand time perception continues to receive considerable attention. Thetwo factors influence the behavior of music lovers. Music also has animpact on commercially viable processes. It is noteworthy that musichas positive benefits that contribute towards changing the consumerbehavior. The arousal created by music makes its lovers relocate inplaces where they can enjoy melodies. Besides, musicenthusiasts are willing to pay or spend on products or shows.However, the consumers demand quality composition products that areattractive enough to create arousal. Taylor (2014) argues that musichas different effects on end users depending on the quality andneeds. As such, there is great need to prioritize effects that mirrora company’s marketing objectives. It is notable that there are no‘right’ tunes that can address the needs or effects generated byto different audience. Selection of songs that addresses themarketing goals is not easy.
Inexamining the effects of background music, North (2012) observes thatcross-modal factors on discernment appear to have neglected theauditory influences. Some studies reflect that the auditory stimuliaffect the consumers’ behavior regarding the freshness of products.Interestingly, North (2012) highlights that the taste of wine is areflection of the background music. As such, there is a symbolicfunction of tune stimuli that influences consumers’ perceptiontowards other modalities.
Anothercritical component to examine when assessing music and advertising istechnology. The new resources have altered the consumers’ accessand behavior towards the consumption of certain kinds of melodies.Technology has revolutionalized the music industry, thus, affectingboth the market share and consumer behaviors. Social media firms suchas YouTube and Spotify have platforms that enable online streaming.In most cases, the consumers do not pay for the compositions, hence,denying the artists a significant percentage of money. It is also notpossible to specify the market share or popularity of artists. Thegood news is that YouTube is in the process of creating a paidstreaming service. Moreover, ad-supported and subscription streamingrevenues will help the artists to get a fair share of their music.The fact is that we cannot face out technology or alter the consumerbehavior as it is at the moment (Taylor, Katz, & Grajeda, 2012).
Evenwith online streaming, digital tunes, and downloads contributesignificant revenue. Downloads, for instance, provide over half ofthe online revenues. Physical format sales are also generatingsignificant income for the artists during events and gigs. Composersshould also engage more live performances to drive the CD sales. Itis also notable that many people have ventured into the industry. Thetrend has contributed to a high number of artists competing for theclients. Some upcoming singers, for instance, may find themselvesbeing underpaid. As such, artists need to generate quality songs thatwill meet the demands of the consumers. With the help from the firmsoffering streaming services, the artists will no longer complainabout being underpaid (Rogers, 2013).
Atrend is emerging in the industry where albums do not mean much tothe consumers. As such, most artists prefer to release a single song.Perhaps what the artists need to understand is the dynamics of theindustry. Such an understanding is crucial to assist in thedevelopment of the right business models and marketing strategies.Collaboration with the online streaming companies will also help ingenerating more income for the artists. Overall, the artists shouldnot worry about the decline. It is only that online streaming hasbecome as an alternative and easier method by the consumers (Taylor,2014). The changing trends in the industry as well as consumerbehavior should inform the operators on the right approaches towardsadvertising their products.
Inconclusion, music and advertising is an interesting area of research,particularly in the wake of increased consumer behavior andadvancement in technology. The nature of music and the stimulicreated has an immense influence on the consumer behavior. Embracingtechnology and better business models will ensure the artists do notworry about the current trend in the market. Moreover, musicentrepreneurs and artists need to embrace new approaches that willsee them remain relevant, as well as realize their business goals.
Graakjaer,N. & Jantzen, C. (2009). Music for shopping. In N. Graakjaer &C. Jantzen, (Eds.) Music in Advertising: Commercial Sounds in MediaCommunication and Other Settings, pp 237-257. Aalborg, Denmark:Aalborg University Press.
North,A., Hargreaves, D. & Krause, A. (2016). Music and consumerbehavior.In S. Hallam, I. Cross, & M. Thaut (Eds.) TheOxford Handbook of Music Psychology, (second edition) pp.789-801.
North,A. (2012). The effect of background music on the taste of wine.British Journal of Psychology, 103 (3), 293-301.
Rogers,J. (2013). Thedeath and life of the music industry in the digital age.New York: Bloomsbury Academic.
Taylor,T. D. (2014). Strangesounds: Music, technology and culture.Thames: Routledge.
Taylor,T. D., Katz, M., & Grajeda, T. (2012). Music,sound, and technology in America: a documentary history of earlyphonograph, cinema, and radio.Duke University Press.