How The 90’s Music Strategy Has Helped It Stay Relevant
Milan Ordoñez on January 11, 2018
With the proper music strategy any genre can prosper. What has made the 90's so relevant with 2018? We may just have the answer.
Every era in music and their genres have had their distinct moments. However, when it comes to relating to the current generation, 90’s music is the closest one, and its music strategy has left its remnants on culture and society which can still be seen to this day.
Ask any teenager of today, they certainly are still singing along with tunes by Green Day, Spice Girls and Tupac. Many are seen sporting flannel shirts as an ode to fashion and grunge culture that Nirvana and Pearl Jam made as a staple in the music industry at the time.
It can be said that 90’s music is still evident in today’s society, but it is another thing to keep it relevant in the years to come. For the sake of nostalgia for millennials and the benefit of those among Gen Y and Z, here is how 90’s music has continued to stay relevant.
As social media is one of the main methods of communication this day and age it has been able to keep trends alive. Facebook, Twitter, Instagram and Youtube are just some of the major platforms that people use to interact with each other and bring trends from fashion and music back. On social media members from bands or musicians from the 90’s are able to keep in contact with their fans which are a key staple in their music strategy.
YouTube, in particular, is a bastion of different genres of music from every era. For baby boomers and old souls, you can relive your heyday and listen to your favorite Chuck Berry, Jimi Hendrix, and Janis Joplin tunes. Of course, this goes for the succeeding generations as well, who can scour the internet for songs and even live performances by Blind Melon, Pearl Jam, N.W.A and New Kids on the Block, just to name a few. YouTube really lets its users deep dive into discovering and listening to music as you can watch old performances that you may not have been around for and find other musicians similar to the ones you are listening to.
With social media, not only can people find and listen to music of the past, musicians can also create sponsored posts to generate buzz about them and older or new music they have out. Although new to many musicians of the 90’s, being active through social media has allowed the music and style to flourish in the modern day. Take for example, Bruno Mars ft. Cardi B’s newest collab for the video, “Finesse,” pays tribute to the show In Living Color from the 90’s.
Buying tangible music
Due to the rise of Napster and file-sharing tools, the record business and the music industry as a whole took a hit. Bit by bit, major record stores began closing down in almost every major territory in the world.
That trend seems to change in recent years, as vinyl record sales are on the rise. According to Nielsen Music (via The Vinyl Factory), record sales went up from 6.22 million to 6.36 million in the first six months of 2017. The selling of vinyls as well as cassettes have also been upped as you can buy them in many stores that target millenials, like Urban Outfitters.
A music strategy that many artists are also using while vinyl is having a comeback is dropping exclusive music on vinyls at special times, or on Record Store Day. Much of the time this music is something their fans have yet to hear, so it keeps them coming back and their music relevant.
So if you plan to keep 90’s music alive and relevant, one way is by doing it old school. Drop by the mom-and-pop record store near you and get yourself a copy of one of your favorite albums. If you don’t have one in your neighborhood, you can always go online.
As an old saying goes “If you can’t beat them, join them.” In the case of the music industry, streaming services have been the main trend that replaced tangible music. Google Play Music, Last.fm, iTunes Radio, and Spotify have been the go-to services for people who choose to procure music via legal means.
In turn, these services have provided a convenient platform and music strategy for the artists that help users to find the songs and albums of their favorite artists. Spotify, in particular, offers playlists of a wide variety, which of course includes numerous ones from your favorite 90’s musicians. They even have them by genre so you can listen to exactly what you want. The great thing about streaming services are they also help to guide you to other people you may not have heard from and even allow musicians to promote their music in ads.
90’s music will always be an iconic era in the music industry. This decade sprouted out some of the best artists of every genre, and will always remain relevant. But as consumers, these are just several ways to keep the spirit of the music alive and kicking for years to come.
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