Music, in its myriad forms, permeates every culture on earth. It is found everywhere from being played on ancient instruments to being blasted on the radio, and from being used to enhance rituals to being part of the soundtrack for movies and musical theatre. It’s a protean art that lends itself easily to alliances with words, as in song, and with movement, as in dance. It is credited with the power to reflect and fundamentally influence human emotion. Its ubiquity and prominence in popular culture bear witness to our belief in the profound power of this medium.
While people’s tastes and preferences for genres of music may differ widely – from the power ballads you love to the songs that make you want to break out into a yodel – there is one thing about music that everybody seems to agree on: some chords sound good (they are consonant), and other notes grate when they are played together at the same time. Unravelling the mystery of why some notes sound pleasant and others grate could explain something fundamental about human perception.
Music is a powerful tool in the hands of marketers, who use it to create sensory experiences that engage consumers and forge strong connections. Whether it’s through hosting live events or creating immersive digital experiences, music allows brands to captivate audiences and communicate brand values in a unique and entertaining way.
One of the most popular and versatile genres is rock, with its many sub-genres including classic rock, punk and alternative. It’s a genre that has stood the test of time, with iconic albums by The Beatles, Fleetwood Mac, Nirvana and Metallica still present in the charts today. This is partly because of its lyrical content that addresses social issues and showcases rhythmic poetry. Another reason for its enduring popularity is the global fan base and the numerous festivals that celebrate it.
Another genre that’s held its position is hip hop. It’s a genre that has been associated with cultural revolution and is a powerful form of expression for the black, Latino and other under-represented communities. It’s a potent intersection with and catalyst for social evolution and change, as shown by its association with the likes of Jay-Z and Kendrick Lamar.
There are also other enduring genres that have become synonymous with certain cultures, such as reggae and salsa. While some may argue that these genres are less prestigious, they’re a testament to the diversity of the world we live in. It is a world that is rich in colour and flavour, and one that we should celebrate.