Month: November 2021

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Musical Identity (MUSI 660)

The term identity can encapsulate many definitions. It all depends on the context in which it is used.  For the purpose of this discussion, a quick Google search reveals that identity can be defined as, “A set of physical, psychological, and interpersonal characteristics that is not wholly shared with any other person and (b) a range of affiliations (e.g., ethnicity) and social roles.” Identity serves as a reflection of your beliefs, values, and yes, even your musical tastes and preferences.

How do you view yourself through the music you prefer, appreciate, enjoy, and love?  According to Thompson (2014), it is a fluid process: one that can ebb and flow based on your thoughts and experiences.  For example, it is well known that people can often listen to the music of their youth for their entire lives, but as we mature, our musical identities can change.  It all depends on how, or if, we allow it to change.  

From my own perspective, I listened to many different types of music when I was younger, and once I made a conscious decision to return to college in my early 30s, my musical identity continued to change.  While the musical identity I developed in my youth (e.g., The Beatles, The Stones, and The Who) will always ebb and flow for me, I also started to identify with jazz. Miles Davis, Lee Morgan, and Chet Baker became part of my daily listening.  I also drifted towards the musical stylings of John Coltrane and Arnold Schoenberg. I was studying to be a music teacher and playing my trumpet again. I wanted to be challenged, musically. In turn, my musical identity continued to evolve. It was all great fun, and to be fully aware of my own musical identity is a true a gift of knowledge. 

I have always been fascinated with the social aspects of musical identities shared among adolescents. Specifically, how they use music to identify their roles within their own cultures and subcultures. Consider the following picture:

There is no subtly, here.  These gentlemen are fans of heavy metal.  With their favorite bands emblazoned on their black t-shirts. they are proud of their musical identities. I respect their passion for music.  I can also can say the same about the next two pictures.

All three groups express their musical identity by the way they dress, the way they speak, the way they act, and who they choose as friends.  The power music plays in defining who we are is incontrovertible.  Whether it’s the hippies of the sixties, the disco fans of the seventies, the valley girls of the eighties, the grunge and hip-hop cultures of the nineties, and so forth, a good part of their social make up revolves around musical identity.

With today’s technological advances, such as (a) computers, (c) cell phones, (c) apps, (d) software, (e) the internet, and (f) streaming services, new musical subcultures will continue to form (and perhaps fragment) within the sociological framework of our society. Such change is part of our evolution, but our musical identities will continue to help define who we are. How cool is that?  Please feel free to comment, share your thoughts, and be part of the conversation.

References

Thompson, W. F. (Ed.). (2014). Music in the social and behavioral sciences: Anencyclopedia (Vols. 1-2). Thousand Oaks, CA: Sage.

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Music in Advertising (MUSI 660)

Music and advertising can go together like peanut butter and jelly. According to Thompson (2014), advertisers use music in a somewhat subliminal manner to help communicate intricate ideas in a straightforward fashion. As a result, music in marketing can be very powerful. For example, the music used in television advertising can remain in your long term memory for a lifetime.  I am reminded of the humorous line, in which a person in late adulthood can easily remember a television jingle from their youth while simultaneously not being able to remember why they walked into the kitchen.  

I’m sure most people from my generation can remember the following commercial and be able to sing it from memory: 

Or how about this one?

Granted, these examples were taken from a specific time and place in my own childhood, but I’m sure we all have our favorites. Both songs have the following things in common: they (a) create a positive mood, (b) attract and hold your attention, and (c) place focus on a commercial product (Radocy and Boyle, 2003).  It is common to run these types of commercials during positive programming (e.g., happy shows). 

There is no denying that music in advertising is big business, and the intended audience is targeted through music. Research has shown people like to buy products that are associated with music they enjoy. Furthermore, customers react best to the music of their youth (Radocy and Boyle, 2003).  Nike hit the jackpot when they used the song Revolution by The Beatles in one of their ads.  Interestingly, Nike agreed to stop using the ad when the Beatles filed a multi-million dollar lawsuit.  This may have served as a victory for the legendary super group, but it was soon discovered that many pop and rock artists were more than happy to have their music used in commercials.

For example:

And while most Chryslers are now manufactured in Mexico, this commercial was very popular when it was premiered during the 2011 Super Bowl.

There is also the role music plays in the marketplace.  Specifically, the background music that is played in a commercial establishment.  This music is designed to be heard, but not experienced in a serious manner.  These songs are normally written in a major key and paired with a medium tempo (sedative music).  If the tempo is too fast (stimulative music), the business owners run the risk of rushing the shoppers out of the store.  The key is to use music that makes the shopping experience as long and as comfortable as possible.  When this is achieved, shoppers will spend more money. Positive Mood = Purchase.  The Muzak corporation, now known as MOOD:MEDIA has long been responsible for much of what you hear while you shop.  Today, it’s all about music streaming in the marketplace. 

Here are a couple earworms I remember from my own shopping experiences:

I heard this song in a Publix supermarket in Palm Beach County, Florida the day after hurricane Wilma devastated the region.  For some reason, I remember this moment like it occurred yesterday.

Advertising with music on the internet remains a territory worthy of further development.  Thompson (2014) indicated that advertising on the internet is more of a visual experience, but if you spend time on YouTube without a subscription, you are going to experience plenty of commercial advertisements. Personally, I associate these advertisements (many which contain music) with a negative experience.  In my humble opinion, advertisers on the internet have a long way to go if they wish to capture the magic of music in television advertising.  It will be interesting to see how it develops.  What are your thoughts?  Please feel free to comment!

References

Radocy, R & Boyle, J. (2003).  Psychological foundations of musical behavior (4th ed). Springfield, IL: Charles Thomas.

Thompson, W. F. (Ed.). (2014). Music in the social and behavioral sciences: An encyclopedia (Vols. 1-2). Thousand Oaks, CA: Sage.