Tracing the color line in the American music market and its effect on contemporary music marketing

Abstract

Purpose

The purpose of this paper is to provide an in-depth consideration of the color line in the US music market, much deeper treatment than that of a superficial social construct.

Design/methodology/approach

Content analysis was performed using archives from the Performing Arts Division of the New York Public Library.

Findings

A complex intersection of social and capitalist influences is fueled by culture and economics, filtered through the contributions of artists and media. Six major categories: social, media, artist, culture, industry, and economics contribute to its development and propagation. It continues to affect contemporary music markets.

Research limitations/implications

Interpretation of archival data is subject to availability of material and subjectivity of the researcher. Steps were taken to minimize bias. The research implies an opportunity for the US music market to celebrate diversity and social justice.

Practical implications

Focusing on the symbolic use of music, marketers have the opportunity to empower consumers to embrace diversity, reversing the trajectory of the color line.

Social implications

Embracing cultural heritage and celebrating diversity can promote economic gain without detriment to cultural interests.

Originality/value

The present research provides a much deeper consideration of the color line in the American Music Market than previous literature does. The consideration includes a combination of forces, from profit focused to cultural.

Citation

Barretta, P.G. (2017), "Tracing the color line in the American music market and its effect on contemporary music marketing", Arts and the Market, Vol. 7 No. 2, pp. 213-234. https://doi.org/10.1108/AAM-08-2016-0016