POP MUSIC AND YOUTH CULTURE(LESSONS 6 AND 8)

How does the pop music industry target youth cultures?

There are two rival views of the relationship between pop music and youth…

• Pop stars are constructed to appeal to specific market with specific values

• The audience are so unpredictable in their likes and dislikes that record companies can never truly know how to target them

…and both are true!

Dyer’s ‘star theory’

• Stars represent shared cultural values and attitudes, and will promote a certain ideology.

• Fans who agree with that set of values will support the star

• Fans will imitate stars in an aspirational effort to get ‘closer’ to the glamorous, fantasy lifestyle they appear to have – this may take the form of ‘dressing up’, imitating performances, adopting behaviour etc.

• Though Dyer was applying this theory to movie stars, it can also be applied to pop stars, who often have a far faster rise to stardom by promoting values.

What values does Kylie promote here? What kind of audience would be attracted to her?

And here?

And here?

And here? How has Kylie’s image changed over time? Why do you think she (or her manager) has done this?

Student Research

Example of student hypothesis:

“The pop music industry does not create long-lasting subcultures – it struggles to keep up with youth values and groups”

• Focus on three subcultures:

1. Sub-culture that has been created by pop music – ‘rude boyz’/white gangsta rap fans

2. Sub-culture that has other, non-pop origins – Essex boys/casuals (more class-based)

3. Sub-culture that has resisted pop music industry – ‘ravers’ (scorning commercial dance music, DJs create music purely for the events, not even issued unless it becomes an anthem. No singer/performer to focus on)

Research process

• Step One: first questionnaire (sample doesn’t need to be large)

• Step Two: results – what have you proved so far? • Step Three: second questionnaire – develop results,

wider age/taste range in subjects• Step Four: compare results with other researchers

(either ‘official’ research or other students’)• Extrapolate: using Topic Questions, comment

generally on three areas concerning the relationship between youth culture and pop music

Practical Projects

• Most students choose a youth group as their target audience, so – regardless of the ‘product’ – they can use their knowledge of youth cultures/values to:

a.) match content to values for a more accurate and realistic product

b.) discuss how they used critical theory in their evaluation

Example: Bhangra Crossover

• Brief: promo video for a new single, aimed at both a mainstream pop/’urban’ audience, and an Anglo-Asian audience.

Values/beliefs

• Mainstream/’Urban’ audience:– White, black and Asian inclusive – ‘ghetto’ style is class

based– Material wealth – jewellery, cars etc as sign of status– ‘street’ origins seen as being ‘real’ and genuine, not a ‘faker’

• Asian, traditional bhangra audience: – Asian culture highly valued – keeping in touch with ‘roots’

very important– Celebration of culture more important than ‘bling’