Music is Culture

Katherine Bowens and J Cole

Music is culture. When a brand is able to naturally align with music and an artist's fans, they are directly tapping into culture. As an American, music has been a part of every stage of my life, and it is a constant. Music is the one thing that I can rely on to always bring me peace, joy, and happiness while it connects me to my fondest memories and traditions.

I was raised on Earth, Wind, and Fire, Luther Vandross, Stevie Wonder, The O’Jays, Rick James, Diana Ross, Patti LaBelle, The Gap Band, and so many other legends that my mom blasted on the radio— which now link me to my fondest memories of my mom.

Growing up in the church, I was introduced to gospel music. Kirk Franklin, Fred Hammond, John P. Kee, Mary Mary, Donnie McClurkin, CeCe Winans, Donald Lawrence, Vicki Yohe, and so many others have carried me through the darkest and brightest moments of my life.

As a kid growing up in the south, I was surrounded by 90’s and early 00’s country and pop music at school, in the grocery stores, at the town swimming pool, at the mall, and of course on TV and the Radio.  I loved songs by Shania Twain, LeeAnn Rimes, Rascal Flatts, Faith Hill, N'Sync, and The Backstreet Boys.

Through my older sister I have been surrounded by disco, alternative, and rock music, and I have learned to appreciate Chicago House music--Jack your Body by J.M. Silk, Gypsy Woman by Crystal Waters, and artists like Eurythmics, Lenny Kravitz, and The Rolling Stone.

I am naturally drawn to the beats in dirty south rap and trap music, and have always loved hip hop and R&B music. I appreciate the rap that Kanye, J Cole, and Jay Z brought to the industry. I grew up idolizing Mariah Carey and Whitney Houston, and teenage me fell in love with Chris Brown after his Double Mint gum commercial. I also fell in love with girl groups, and my love for Destiny’s Child eventually led me to became an avid Beyoncé fan and Beyhiver.

At every holiday season, I carry on the family tradition of listening to The Jackson 5 Christmas, and Christmas albums from The Temptations, Stevie Wonder, and so many other legends.

I could go on and on about music, and its direct connection to my life and culture. My point is— music and artists offer a unique opportunity for brands to connect with consumers when they are already engaged and are already feeling a range of emotions. By adding a music streaming platform like Spotify to the marketing mix, brands have an opportunity to directly reach an engaged audience in their specific and unique culture.