According to Hirshberg’s views concerning commercialism of music, change in perception towards the channel through which music gets to the people has significantly affected bands in music composition.
In the earlier decades, incorporation of music into advertising campaigns was seen as a violation of the music industry, but currently artists realized that if they are to grow in their career; they need to emphasis on getting the songs into the right commercial channel, rather than focusing on popularizing their recording contracts by themselves.
As a result, artists have moved out to search for potential ways in which their career can get to their customers in a clearer, faster and precise way.
Successfully, they have practiced their popularization through music in advertising, by incorporating their music techniques into products ads creating not only the awareness of these products to the people, but also their existence and their expertise to people. This has bridged the gap that has always existed between the artists and the perception of commercialism.
Artists have therefore been enable to move from the strive in marketing their bands, to a position where their band are in for pursuit by other people. This has greatly been facilitated by several factors including: first, the inclusion of songs by in their campaigns, for example campaign ads of brands such as Gap, Mitsubishi, Volkswagen and among others, have included songs, which led to the licensing of music in advertisements and also set the ground for career launching move.
This brought out to light the existence of unknown bands with a shift from common or borrowed interest paradigm to newness of discoveries.
Secondly, the move from old channels which connected artists and the people, where the DJs played only established hits, making people to chose song not by albums but instead by individual songs enabled discovery of new hits, as well as giving the music industry new revenue streams together with new ways of launching their new acts. The third factor is the Hip-hop culture. The culture has integrated its rules to suit the corporate America.
This has enabled the culture in pop music to be different from the idealistic punks of decades past, who had disdain and distrust for corporate America and the money. Instead, the culture’s aim is getting paid, which makes it to buying in its customer, rather than selling out its operations.
As a result, writing songs for ad campaigns with “chorus lyrics” from ad’s agency has made the present music industry performance interesting. As these songs goes into a TV commercial, people get overwhelmed by the song and seek out the band involved in the production and all the songs they have written.
This benefits both parties, as the people get their new favorite band, and the band get new audience who otherwise might never have known its existence. This therefore brings a link between the music industry and the corporate America since the corporate America wants people, and the people want music.
However, according to Hisberg, these trends of popularizing music band are quite applicable. However, popular music does not just entails its magnitude of selling; rather, it is the music that hold the voice of the people. A music that speak to the people concerning their day to day related issues. The music that pass message to the people, but not popular because it is plastered across the airwaves by the ad agencies. Contrary to the
Hirshberg’s argument, the main aim of song towards their buyers is violated. This is so because at the end, music fans everywhere lose. They are exposed to songs that are not about their lives but instead about the stuffs other companies want to sell to the people. Contrary, popular music which are the necessity of music fans, used to mean more than this and view them as being violated.
Contrary to Hirshberg’s argument that people are interested in the way music are channeled to the people, and that, when people identify their expertise, they will always go out looking for the band and its products, the writer of the letter to the Editor feels that selling the music is not the important element; rather, production of popular music is all what people in America need.
Unlike the incorporation of music in ads which popularizes the artist as per Hirshberg, the writer sees this as an exploitation of music fan who are forced to know the company’s products in the songs they buy, rather than having their matters addressed in these songs.
However, I tend to agree with Hirshberg’s take concerning the recent trends because of their balance aspect to the artist, the music fan as well as to the production agencies, for instance the Napster, iTunes, Clear Channel and other bodies that deals with linking artists and band with the people has achieved nothing more than retaining and empowering the same old artists and their hits in the market while the rise of new ones are trampled on the ground never to be known.
This has been contributed by the media’s biased selection of their favorite artists’ hits without recognizing the immergence of new and modern ones. However, the forward-thinking brands have made it a revelation to many these emerging bands, which by involving them in their ad campaigns makes them popular and their existence known by the (avoid using ‘the’ unnecessarily) people a factor that has not only improved their music market but also boosted their recording contract.
It is in these campaigns where they get noticed, their potential get evaluated and their entry to the world of music industry is determined. In the exclusion of ad factor, many artists could have given up realizing their talents due to impermeability into the market.
Moreover, the expectation of people on the popular music has not been completely discarded from the songs; rather they have been integrated and incorporated with other financial aspects. For instance, according to Hirshberg, majority of the artists do include the agencies ads in the song as a “chorus lyrics”. This show that, the songs still speak to the people though in a more integrated way.
As the song speak to the people in one side, it creates awareness of important requirement in their lives, by introducing to them various item that touches their daily living.
This ensures that people benefit from both the psychological implication of the song as well as physical. Therefore, as the song has its way on people’s an emotion; their physical world is inclusively considered by introduction of alternatives of their daily appliances.
People’s love for music has significantly contributed to the nation’s economy, given that rarely people give time to written, animated and posted advertisements, and a lot of ads go unnoticed where these modes are employed. However, almost everyone will pay attention to song and the message contained in them.
Therefore, using songs in advertising maximize people’s awareness on the economic factors, hence contributing to the improvement of economy of the involved country, for instance use of songs in ads has significant impact in American economy. As people buy the upcoming albums, they took with them organization’s and industrial information concerning their products.
As they watch the song they look forward to identifying themselves with the artists, something that motivates them to purchase the accompanied products in the album. As a result, this benefits the three involved parties, an aspect that in reality is a development to any nation (Hirshberg, 20).
Hirshberg, Eric. “Commentary: Music in Advertising: Once selling out, now buying in.” Billboard, Sept. 30, 2006: 15-20. Print.