Exploring Hits: Remembering McLuhan’s “The Medium is the Message”

Hello!

When attempting to comprehend the success of a hit song, it’s crucial to consider more than just the music. The distribution and marketing strategies used to promote the song play a significant role in its success. While the song’s content may be paramount, it’s the distribution that determines the reach and impact of the music. Remember “The Medium is the Message”! In other words, a great song is only as successful as the channels through which it reaches audiences.

“The Medium is the Message”

This phrase, coined by the Canadian philosopher and media theorist Marshall McLuhan, is one of his most famous and influential ideas. The basic concept is that the medium of communication has a profound impact on the message being communicated, and that the medium itself is the message. McLuhan believed that the form of communication we use to convey information shapes the information itself and has a greater impact on society than the content of the message.

Streaming Platforms and Music Discovery

For example, streaming music platforms offer users the ability to discover new music through personalized recommendations, playlists, and social sharing features. This has led to a more fragmented and individualised experience of music, as users are able to create their own unique listening environments based on their specific tastes and preferences.

The Downside: Homogenisation of Musical Tastes

However, what’s worrying is that the algorithms to recommend music have the potential to homogenise musical tastes, as they prioritise popular songs and genre-specific playlists over more niche or experimental styles.

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