The Significance of Cultural Influence in Music

by Alex Stensby


You Know, My Mom Makes the Best… (insert ethnic food here)!

In the world of marketing, one of the most crucial components for success is relatability. Growing up in Miami, I was exposed to a vast landscape of various cultures and the pride they bestowed. From the annual Calle Ocho Festival, celebrating Cuban culture, to societal cultural events such as Ultra Music Festival and SoBe Food and Wine Festival (SoBe is a hip, cool way of saying South Beach), living in South Florida helped me understand the significance of culture. Belonging a community creates an strong influence on practically everything including food, music, clothing, and religion.

It may sound off-putting or insensitive, but I believe an effective marketing strategy must consist of knowledge of who we are selling to and where they came from. If I had a nickel for every time I heard one of my Cuban friends say “Bro, Pitbull is my favorite artist”, I’d probably be able to buy a ticket to his next concert. In my opinion, being a part of something bigger than yourself is an incomparable and gratifying feeling.


The Mehrabian-Russell Model

The Mehrabian-Russell model is often used to describe how the physical environment influences social actions. According to the idea, emotional reaction works as a mediator between environmental inputs and human behavior. Now, when discussing the concept of cultural influence on marketing, the Mehrabian-Russell Model is a very helpful method when researching who your target demographic is and their personalities/behavior.


As This Applies to Music…

As a music artist, I feel it is imperative to connect with your audience, whether it be culturally or societally. Music marketers must utilize these practices to sell music as an influencing, psychological strategy. This helps to communicate and identify with the intended audience after we understand who we’re marketing to. Consumers can be subversively enticed to engage through using music (or simply, moods) to put them in a pleasant mind state. I believe this will ultimately result in repeat sales, returning customers and a more favorable reputation among your target demographic.

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