Why You Can't Stop Listening to That Song: The Power of Music Framing

The Art of Shaping Perception in Music: How Language and Imagery Can Influence Our Interpretation

The framing effect is a cognitive bias where people's decisions or judgments are influenced by the way information is presented to them rather than the information itself.

In other words, how something is framed or presented can change people's perceptions and decisions.

Politicians often use framing to sway voters by emphasizing specific issues or qualities. For example, candidates may frame themselves as a "champion of the middle class" or frame their opponent as "out of touch with working people." In social media posts, people use framing to present themselves in a certain way. For example, someone may post a photo of themselves on vacation and frame it as a "dream come true," which can influence how their followers perceive the experience.

In music marketing, the framing effect can be leveraged by presenting information about yourself or your music in a way that highlights certain aspects or qualities that appeal to your target audience. For example, if your target audience is younger, more energetic listeners, marketing materials may emphasize your edgy or rebellious qualities. On the other hand, if your target audience is older, more sophisticated listeners, the marketing may emphasize your technical skills or unique sound.

Another way to leverage the framing effect in music marketing is to use comparisons or associations with other popular artists or genres. For example, if an artist is similar in style to a popular musician, the marketing may emphasize this similarity to attract fans of that artist. Labels like to frame artists, as we've seen with Arianne Grande, often referred to as the new Mariah Carey; Hozier was framed a "modern-day Cohen". Early in his career Ed Sheeran was often framed as a younger Damien Rice. Lana Del Ray was Nancy Sinatra, and Sam Smith framed as Sam Cook.

Many artists leverage the framing effect by framing themselves. Think Kanye West saying, "I'm not a rapper. I'm a spoken word artist," in a 2013 interview with BBC Radio 1, or "I am the greatest living rock star on the planet" in a 2015 interview with The New York Times, or, "I'm like a vessel, and God has chosen me to be the voice and the connector" in a 2016 interview with Zane Lowe on Beats 1. Madonna said, in an interview with Rolling Stone in 1991, "I'm tough, I'm ambitious, and I know exactly what I want. If that makes me a bitch, okay." Lady Gaga said, in an interview with MTV in 2010, "I'm not just a singer; I'm an entertainer. I'm a visionary; I'm a performance artist. I'm a dancer; I'm a musician."

Prince said an interview with The Guardian in 2010, "I don't see why I should give my new music to iTunes or anyone else. They won't pay me an advance for it, and then they get angry when they can't get it." framing himself as an artist who values his own creative control and refuses to be exploited by the music industry.

Framing can affect to what degree fans connect with a song emotionally, such as by emphasizing certain qualities or associations that make the song more appealing.

For example, a song may be framed as a "summer anthem" or a "breakup ballad," which can evoke certain emotions or memories for listeners. This framing can make the song more memorable and emotionally resonant, which can lead to increased fan engagement and repeat listens.

"WAP" by Cardi B ft. Megan Thee Stallion was marketed as a bold and unapologetic celebration of female sexuality and empowerment.

"Imagine" by John Lennon was framed as a hopeful anthem for peace and unity during a turbulent time in history. "Old Town Road" by Lil Nas X was framed as a genre-bending hit that combined elements of hip-hop, country, and pop. "Born in the U.S.A." by Bruce Springsteen: This song was framed as a patriotic anthem.

That's not all. Start thinking about your next music video and frame it as a cinematic masterpiece or as a provocative and boundary-pushing work of art. When you gig, have your team frame the show as a "must-see" event or a "once-in-a-lifetime opportunity." If you leverage the Von Restorff effect and collaborate with an artist from a different genre or era, frame it as a "groundbreaking fusion of styles."

Always frame your merchandise. For example, a limited-edition T-shirt may be framed as a must-have item for die-hard fans, or a poster may be framed as a rare and collectible item.