The American Music Industry 5 The American Music Industry Jose Andres Bermudez Martinez Dr. Katie L. Males Southern States University MUS305 12/01/2022 Platforms to reach different Audience The music industry is heavily reliant on large audiences to make more profits and boost product recognition. Today, different musicians struggle with how to make their music popular and how to reach large audience. However, there are a few strategies already working for different musicians that could be replicated by others. One of the popular strategies currently utilized by all musicians to reach audience is streamlining channels and services (Salo et al., 2019). YouTube is currently the leading site for music streaming due to the its global customer base. It has over 3B active subscribers making it an ideal channel to reach large audience. Secondly social media channels such as Tik Tok, Facebook, Instagram, Twitter and Snapchat are currently being used as marketing tools to refer the audience to streaming suites such as YouTube and Spotify (Salo et al., 2019). Due to the increased number of subscribers and almost a total of over 4B subscribers the channels provide a network to effectively reach large audience from different demographics, and geographic segments. According to Hudson et al. (2018), Streaming sites such as Spotify, Boom play and Apple Music are also critical for reaching large audience with the new and existing contents. Most musicians are creating profiles in these streamlining platforms and relying on them as revenue generating tools to avoid overreliance on old school channels and services. The final platform to attract the audience is shows and music tours. This involves selling tickets for concerts and performing in different places to attract audience. The shows and tours heavily rely on social media marketing to drive ticket sales and attendance (Hudson et al., 2018). Concerts still remain a popular platform to reach audience however in the future, its impacts may decline greatly. Can American Music continue to compete on the World market? For generations, the American music dominated the global music industry with top American musicians being the most recognized musicians. Today, this is rapidly changing as countries are currently witnessing the rising of younger icons making it to the global levels. The American music dominated the industry for so long due to the technological revolutions especially in the American industry that enabled the musicians enjoy greater marketing and global content viewership. As this technology is rapidly growing, American music faces stiff competition from music from different countries with no advanced technology. According to Reesman (2019), the rise of music streaming, global television channels and sites such as YouTube enables other musicians gain audience globally hence increasing their global audience. The American music also faces stiff competition as more count.

1. The American Music Industry
5
The American Music Industry
Jose Andres Bermudez Martinez
Dr. Katie L. Males
Southern States University
MUS305
12/01/2022
Platforms to reach different Audience
The music industry is heavily reliant on large audiences to make
more profits and boost product recognition. Today, different
musicians struggle with how to make their music popular and
how to reach large audience. However, there are a few strategies
already working for different musicians that could be replicated
by others. One of the popular strategies currently utilized by all
musicians to reach audience is streamlining channels and
services (Salo et al., 2019). YouTube is currently the leading
site for music streaming due to the its global customer base. It
has over 3B active subscribers making it an ideal channel to

2. reach large audience. Secondly social media channels such as
Tik Tok, Facebook, Instagram, Twitter and Snapchat are
currently being used as marketing tools to refer the audience to
streaming suites such as YouTube and Spotify (Salo et al.,
2019). Due to the increased number of subscribers and almost a
total of over 4B subscribers the channels provide a network to
effectively reach large audience from different demographics,
and geographic segments.
According to Hudson et al. (2018), Streaming sites such as
Spotify, Boom play and Apple Music are also critical for
reaching large audience with the new and existing contents.
Most musicians are creating profiles in these streamlining
platforms and relying on them as revenue generating tools to
avoid overreliance on old school channels and services. The
final platform to attract the audience is shows and music tours.
This involves selling tickets for concerts and performing in
different places to attract audience. The shows and tours heavily
rely on social media marketing to drive ticket sales and
attendance (Hudson et al., 2018). Concerts still remain a
popular platform to reach audience however in the future, its
impacts may decline greatly.
Can American Music continue to compete on the World market?
For generations, the American music dominated the global
music industry with top American musicians being the most
recognized musicians. Today, this is rapidly changing as
countries are currently witnessing the rising of younger icons
making it to the global levels. The American music dominated
the industry for so long due to the technological revolutions
especially in the American industry that enabled the musicians
enjoy greater marketing and global content viewership. As this
technology is rapidly growing, American music faces stiff
competition from music from different countries with no
advanced technology. According to Reesman (2019), the rise of
music streaming, global television channels and sites such as
YouTube enables other musicians gain audience globally hence
increasing their global audience.

3. The American music also faces stiff competition as more
countries are currently preferring to be proud of their own
genres. The rise of different genres is currently stealing away
the glory form popular America dominated genres such as
Blues, RnBs, Hop hop, pops, Rap and Jazz Reesman (2019).
Today we have popular genres per countries such as Amapiano
in South Africa, Genge in Kenya, Afro Beat in Nigeria. Some of
these genres such as Afro Best are penetrating to the global
platforms and gaining popular audience in America, Europe and
Australia.
This competition will likely stiffen and with time, the American
music will share the same spot as European and African music.
Today, the American music still controls the global market due
top famous talents such as Jayz, Beyoncé, Rihanna, Ariana
Grande and Selena Gomez. One trend is notable here, the fame
is attached to a few individuals and not an industry as a whole
and that can be a challenge in maintain the top spot (Pallota,
2020). The American music industry needs to diversify, become
more creative and utilize uprising technology to remain
competitive.
How music industry can remain profitable
The profitability of the American music industry will depend on
the integration of various activities. One of the key actitivities
is increased marketing, the music industry must rely on various
marketing strategies especially digital marketing strategies to
boost content viewership and attractiveness to the audience. The
industry must use a combination of different marketing
strategies to boost product uptake and viewership. Other
strategies such as targeted marketing, social media marketing,
SEO and referrals will be critical for increasing viewership.
Another strategy is collaboration with various agencies and
partners to promote music. One of the current collaboration is
between film and the music industry where movies use new
music in their films as a strategy to market the music and the
movies. This is evident in the latest collaboration between
Rihanna and the Black Panther movie which was critical in

4. marketing her song Lift me Up (Sykes, 2022). Digital
companies such as Google, AWS, Facebook and Microsoft can
also collaborate with musicians to create marketing partnership
for the benefits of both parties.
Finally, the industry can still rely on the power of technology to
help in the creation of unique content hence boosting
profitability no viewership. AI will also help in reduction of the
production time and costs hence reducing development costs
(Shang & Sun, 2020). AI aspects such as voice recognition can
help musicians set certain pitches for their songs and produce
music with the best tones modified by technology hence
boosting the music aesthetical value.
References
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2018).
The effects of social media on emotions, brand relationship
quality, and word of mouth: An empirical study of music
festival attendees.
Tourism management,
47, 68-76.
Salo, J., Lankinen, M., & Mäntymäki, M. (2019). The use of
social media for artist marketing: Music industry perspectives
and consumer motivations.
International Journal on Media Management,
15(1), 23-41.
Reesman, W. M. (2019). Music in the Digital Age: An Analysis
of Declining Revenue in the US Recorded Music Industry.
Pallotta, F. (2020, February 28).
The music industry was left for dead a few years ago.
Now it’s booming again. CNN.
https://edition.cnn.com/2020/02/28/media/music-industry-
streaming/index.html
Shang, M., & Sun, H. (2020, October). Study on the New
Models of Music Industry in the Era of AI and Blockchain. In

5. 2020 3rd International Conference on Smart Blockchain
(Smart Block) (pp. 63-68). IEEE.
Sykes, S. (2022, October 26).
Rihanna to make long-awaited return to music with
“Black Panther” movie sequel. CNBC.
https://www.cnbc.com/2022/10/26/rihanna-makes-long-awaited-
return-to-music-with-black-panther-sequel.html
2
Impact of Changes in Music Genres on Business Markets
Jose Andres Bermudez Martinez
Southern States University
Dr. Katie L. Males
MUS305
11/13/2022
Impact of Changes in Music Genres on Business Markets
Changes of music genres in American Music
Over time, the music genres in America have changed owing to
different factors. Some of the major factors that contribute to
these changes in music genres include immigration and the
introduction of new cultures; the advancement of technology;
the political and economic situation; and demographic changes.
These factors affect not only the music genre that develops but
also its popularity. They also affect the duration for which the
music genre will remain popular and its impact on the society as

6. a whole.
The political and cultural situation of the US at any given
period impacts the genre of music that emerges and that which
gains the most popularity. Cases that call for rebellion have in
the past resulted in particular music genres. During the civil
rights movements, African spirituals, folks, and gospel were
among the music genres that gained popularity. During recent
activism causes such as the Black Lives Matter movement, there
was the emergence of protest blues (Joseph,2016). According to
Joseph (2016), musical productions such as Kendrick Lamar’s
“We Gon’Be Alright” came up with the sole aim of combating
issues of mental health among the black community as a result
of the risks that they faced. The music also served to talk black
males away from gang violence. This genre of music was
inspired by the need to not only popularize “Black lives Matter”
but also and most importantly demand fair treatment of the
black population by the police. This shows that the political
situation of the country continues to impact the music genre that
arises. It also favors the rise of one music genre over another as
was seen by the rise of blues during the Black Lives Matter
(BLM ) movement.
Changes in Music and its impact on the Business Markets
Many aspects of life in American society are influenced by
music. One of the sectors that are significantly impacted by
music is the business sector. Constant changes in American
music impact many sectors of business markets by influencing
factors such as demand for certain goods and also general
market performance. Changes in music during the different
periods and the shifts through various genres greatly affect the
two sectors thus affecting the overall business markets.
Changes in music types, messages, and genres have been shown
to influence the demand for certain goods and services. Music
influences the business market by acting as a mode of
advertisement. According to Vermeulen & Beukebook (2016),
pairing background music with a product during product

7. advertising results in behavioral conditioning. When a large
population is conditioned to associate a particular music with a
product, the demand for the product is bound to be affected.
However, the background pairing can result in either a positive
or negative impact. In the case of a positive impact, the demand
for the product increases while in the case of a negative impact,
the demand decreases. These changes in demand subsequently
affect other market parameters such as the supply of a product
or a service. When in large proportions, the interplay of demand
and supply can significantly impact the market. However,
businesses can plan and maintain their growth despite these
changes.
How businesses can ensure growth despite changes in the
market
The effect of changes in music and their subsequent impact on
the business market can be mitigated by ensuring that the
businesses leverage on the music trends and the developing
genres. Major business players can do this by using music to
enhance the publicity of their business, to improve staff
performance, and also for advertising purposes. Certain types of
music have been found to influence the performance of staff and
also the general mood around business practices. Fast-tempo
critical melodies, often used in banking halls have the effect of
making the customers more at ease and also easing the waiting
times of customers in banking halls (Cayari,2021). Such music,
when applied to other businesses may result in a general
increase in performance by business staff and employees. Other
than increased performance, changes in music can be leveraged
upon to increase advertisement in certain target groups of the
society. Depending on the group that a particular genre of music
appeals most to, through background conditioning, certain
music can be associated with certain products thus increasing
the effectiveness of advertising. This can result in entry into
new markets and also a general increase in market share. Taking
advantage of changes in music as highlighted helps ensure that
businesses are on a growth path and maintain positive

8. performance.
Other than leveraging music changes for advertisement,
businesses can also leverage it to better their marketing
strategies. One of the companies that used music as part of its
marketing strategy is Microsoft. In order to market its
computers, Microsoft included digital music-playing abilities in
its Windows Media Player to boost the sales of the computers
(Arthur,2014). Potential buyers were often drawn to the ability
of the player to play digital music and would purchase the
computers. Cases such as that of Microsoft are evidence of how
a company can leverage changes in the music sector and change
its marketing strategy accordingly.
Summarily, just as changes in the music sector more so changes
in preferences for particular genres affect various aspects of the
society, the business sector too is affected. These changes may
influence customer behavior in the business sector. In addition,
the market forces of demand and supply may be affected.
However, while negative changes can occur, positive changes in
the business markets also do happen. Companies should
therefore work on capitalizing on changes in the music sector
by taking up effective marketing strategies.
References
Joseph, S. (2016). ‘We Gon’Be Alright’: Mental Health and the
Blues in Kendrick Lamar’s To Pimp a Butterfly.
Ethnomusicology Review, 21.
Vermeulen, I., & Beukeboom, C. J. (2016). Effects of music in
advertising: Three experiments replicating single-exposure
musical conditioning of consumer choice (Gorn 1982) in an
individual setting. Journal of Advertising, 45(1), 53-61.
Cayari, C. (2021). Popular practices for online musicking and
performance: Developing creative dispositions for music
education and the Internet. Journal of Popular Music Education,
5(3), 295-312.
Arthur, C. (2014). Digital wars: Apple, Google, Microsoft, and
the battle for the Internet. Kogan Page Publishers.

9. 2
Technology in the Music Industry
Jose Andres Bermudez Martinez
Southern States University
MUS305
Dr. Katie L. Males
10/19/2022
Technology in the Music Industry

10. The world is continuously facing technological changes that
tend to impact various industries. The music industry has also
faced changes in technology that have helped smoothen it and
enhance effective operations (Åkervall, 2021). Technology has
changed how people produce music as it has streamlined the
industry; hence musicians find it easy to produce their music
and earn higher revenues. Artists can now compose music from
the comfort of their homes; some even have home studios that
help reduce congestion in studios (Åkervall, 2021). Musicians
can also perform for millions of fans around the fans through
live-stream shows and performances.
One of the essential technological advancements in the music
industry tends to be the introduction of auto-tunes. Auto-tunes
tend to be the most common feature used by artists in the
modern world. Many artists are not perfect and tend to be
different in their styles hence auto-tunes help enhance effective
music for them (Åkervall, 2021). Auto-tune tends to be a pitch
correction effect or feature that modifies pitches and also
provides a robotic sound to the vocals. Many artists and
musicians use auto-tunes today, considering that it enhances
quality music that soothes their listeners (Åkervall, 2021).
Before the feature was introduced, musicians had to sing in
tunes considering that they could not adjust their pitches after
production. Singers had to record the song if it had a mistake or
accept the imperfection as part of the music, which caused some
serious problems.
Antares Audio Technologies had to release a revolutionary
audio processor in 1997 that managed to ascertain and alter
pitches in vocal and instrumental recordings hence the
beginning of Auto-Tunes in the modern world (Åkervall, 2021).
The early 2000s saw the use of auto-tunes in different music
genres and styles from a corrective feature to a good effect for
artists to express themselves. Auto-tunes tend to come as
plugins for digital audio workstations or hardware stations for
live units. Auto-tunes have effectively changed the music
industry. It helps musicians minimize errors and deliver the best

11. music. The current generation has changed the music industry
effectively. Music, among them, integrates talent with quality
(Provenzano, 2019). Some people tend to argue that auto-tunes
have enhanced a problem in the music industry by minimizing
talent. They tend to argue that with auto-tunes, everyone could
sing, which tends to minimize quality and originality
(Provenzano, 2019). Some producers argue that people who use
auto-tunes do not play fair in the music industry. For instance,
some people tend to ban the use of auto-tunes during music
competitions as they claim that auto-tunes tend to minimize
originality and make it hard to discover real talents in the music
industry.
The creation or establishment of auto-tunes made singers and
producers create another effective audio processor known as the
Melodyne. Melodyne was established by a German software
company known as Celemony in 2000. The two software tend to
work together effectively to enhance quality and perfection in
the music industry. Melodyne tends to correct pitches but only
after the production process. In contrast, auto-tune tends to be
effective in adjusting or correcting pitches, even in real time.
Melodyne cannot be used during liver performances, while auto-
tunes tend to be used. Auto-tune cannot only tune polyphonic
instruments separately as compared to Melodyne. Auto-tune
tends to be easier and quicker to use as compared to Melodyne,
as Melodyne tends to require much editing. Melodyne tends to
have an effective interface and workflow that permits
interesting and effective or artistic adjustments to vocals or
various instrument sounds.
Auto-tunes benefit the music industry effectively as it
minimizes time spent in the studio while recording music
(Provenzano, 2019). It also saves time for producers during the
music production process. Auto-tunes has enhanced an effective
music industry that has helped singers and musicians minimize
errors in their songs. Before the auto-tune introduction,
musicians had to perfect their pitches to enhance good music.
The industry had shortcomings, and delays were faced

12. throughout the recording process.
Auto-tunes have made it easier for famous musicians who have
stayed in the industry for a long to do two takes and let their
producers handle the rest if there are minor pitches within the
song (Provenzano, 2019). The producers used to sit in studios
for longer hours before auto-tune was established. They can
now handle various tasks or produce different songs within a
day as they spend minimum time when correcting pitches
(Provenzano, 2019). Musicians have also gained increased
revenue, considering that they can produce numerous songs
within a short time with the help of auto-tunes. The music
industry in America has grown and developed effectively.
Numerous musicians and singers have entered the market, which
helps build the economy by earning higher revenues and paying
taxes (Provenzano, 2019). Auto-tunes tend to be the music
industry's major success and enhance revenues and economic
growth in the United States.
References
Åkervall, L. (2021). The Auto-Tuned Self: Modulating Voice
and Gender in Digital Media Ecologies.
Camera Obscura,
36(2), 65-97.
https://doi.org/10.1215/02705346-9052802
Provenzano, C. (2019). Making voices: The gendering of pitch
correction and the auto-tune effect in contemporary pop music.

13. Journal of Popular Music Studies,
31(2), 63-84.
https://doi.org/10.1525/jpms.2019.312008
MUS305
Dr. Males
SSU
Summer 2021
Signature Assignment
Proceeding through this course was the development of iconic
moments in American
music. These moments are focal points of a global industry in
the world today. Therefore,
each written assignment completed this quarter were building
blocks that lead to
your completed Signature Assignment presentation due Friday,
September 17, 2021.
Part 1 - Written Assignment DUE: 8/1
There are technological advances seen in the music industry
throughout Chapter 2 and 3, choose
(1) advancement in technology that you believe transformed the
music industry and respond to
the following:

14. • What was the technology?
• How did this technology change the music industry?
• How do you think this change impacted the business of music
and the American market?
This paper should be (3) pages in length along with a title and
reference page. You can use your
textbook as a source along with (2) supporting outside sources.
This paper should be done in
APA format to include a cover page, and reference page. All
written assignments will be
submitted utilizing the Turn It In program and graded based on
the rubric within Moodle.
Part 2 - Written Assignment DUE: 8/22
In the past six weeks you have been introduced to multiple
genres of American music. For this
assignment you will explore the following:
1. Why do you think music genres continue to change in
American music?
2. What is the impact to the business markets with constant
changes to American music?
3. How could businesses plan and continue to grow with such
constant changes to the
market?
This paper should be (3) pages in length along with a title and
reference page. You can use your
textbook as a source along with (2) supporting outside sources.
This paper should be done in
APA format to include a cover page, and reference page. All
written assignments will be
submitted utilizing the Turn It In program and graded based on

15. the rubric within Moodle.
Part 3 - Written Assignment DUE 9/12
As you progressed through the exploration of American music
the industry and genres
transformed over time. As a future business leader where do
you see the music industry
expanding to in the 21st century? Address the following topics
in your paper:
• What platforms do you believe will be utilized to reach the
largest audience?
• Can American Music continue to compete on the World
market?
• How does the music industry continue to be profitable in a
time of technology,
immediate access, and free streaming/downloads?
This paper should be (3) pages in length along with a title and
reference page. You can use your
textbook as a source along with (2) supporting outside sources.
This paper should be done in
APA format to include a cover page, and reference page. All
written assignments will be
submitted utilizing the Turn It In program and graded based on
the rubric within Moodle.
Final Part – Presentation DUE 9/17

16. After identifying what you believed was the most technological
advancement in the American
music industry to the developing changes in musical genres and
the mainstream music. Then
you explored where you believe the music industry will expand
during the 21st century.
As a future business leader, you will create a presentation in
either PowerPoint or Google slides
as follows:
Slide 1 – Title slide
Slide 2 – Technology transformation from Week 3 paper and
what technology platform you
think the American music industry utilized the most.
Slide 3 - Changing music genres identified from Week 6 paper
and what genres do you see
American music moving towards.
Slides 4 and 5 – Explore the American music industries impact
to business and how you believe it
impacts the markets over time. Also, how do you think a
business can plan for these changes
and remain profitable.
Slides 6 and 7 - Explore how as a business leader you could
continue expanding the business of

17. American music into the 21st century and beyond.
Slide 8 – Reference slide citing your resources
The final presentation should include a voiceover explaining
your presentation and any concepts
you believe need further explanation. The voiceover should be
between 5 to 10 minutes.
This presentation should be done in APA format and utilize at
least (2) outside sources to
support your presentation.
The presentation will be graded as follows: