Each specialty or major has its own characteristics and differences. Some people`s work is to solve serious economic issues, some others might study the cultural aspect of life. The diversity of majors and professions among people is extremely large. However, there is one thing, which makes them somehow connected. In fact, all the professions are somehow connected to music and might be interpreted in musical language. This point of view might seem rather strange or spontaneous. Knowing this, this paper is going to prove this on the example by comparing my major, which is business marketing, and music.
At first sight it seems that there is too little connection between music and business marketing. Many people think that music is something that you do for your soul just like an impulse of inspiration. Therefore, musicians tend to be considered flying in the clouds and dreamy people of art, who rarely take care about the pragmatic and economic side of life. At the same time marketing is often considered as something that is too rational, as the global aim of marketing is to make people want to purchase some product. Correspondingly, people with such a major are often said to be pragmatic with no place to creativity in their lives because they believe that time is money. It should be said that both of the written above thoughts are too prejudiced, as there is always something deeper besides the obvious things. Therefore, in the next two paragraphs there is an interdisciplinary description of music and business marketing correspondingly. It will let the reader feel music as business marketing and business marketing from the musical point of view. This might sound rather difficult, but it really broadens the view.
In business marketing all the activity is directed to sell the company`s product to another company. Therefore, the product should be so good that it seems attractive to the potential buyer. In music the situation is the same. Although many musicians state that they write their songs not for the audience but to express themselves (Schmidt, 1983). Their songs nevertheless attract the target audience who appreciate their music highly. And then, musicians create somehow similar music to make their fans satisfied. Moreover, it is necessary to say that the core principles of business marketing are really applicable to music. In 1960, Е. Jerome McCarthy created three principles, on which the whole business marketing is based. The first principle claims that in business marketing the product should address the target audience`s needs (McCarthy & Perreault Jr, 1960). In music it is also true. It is especially noticeable at concert halls. People usually visit concerts expecting to hear some specific music or even exactly the beloved songs. Therefore, the musicians are expected to satisfy the audience`s need of that. The second principle stated that the price and positioning of the product should correlate with the corresponding market of the similar products (McCarthy & Perreault Jr, 1960). The word “product” might be changed to “music” and the musical analogy will become clear. The third principle says that the way of product`s selling and communication should show its benefits to the target audience (McCarthy & Perreault Jr, 1960). In the musical context here might be some questions like what does music sell. However, the answer is rather simple. Every song sells emotions (Ball, 2008). The range of emotions might be different. But the main thing is to let the potential audience understand what exactly emotions and feelings they are to get in case they choose this music (Morris & Boone, 1998).
Music and business marketing both are extremely creative majors. In order to sell something, marketing specialists as well as musicians need to make their product unique, attractive, intriguing and beneficial to the potential customer. Although big money is not always the main goal of a musician, the strategy in musical industry and business marketing are usually similar. Every musical group is an analogue of the brand in business marketing. It has its name and image, which has a unique description of their creation. Musical group also has its products, which are their compositions. The compositions are often created for the target audience. The price of any musical composition, group`s performance is also a result of rational considerations. Musicians as any other people might have wanted to set high prices for making big money quickly. At the same time, some musicians, who work “not for money but for inspiration”, might have wanted to give free performances. However, musician is a living person, who needs to get money somewhere to be able to eat, travel and cover music working expenditures. Therefore, the price for musical product should be affordable for the audience and sufficient for the musician.
However, if to try to explain marketing using musical terms, it will be even more unusual. First of all, business marketing is like an endless composition in a rondo form because business marketing constantly deals with aerating promo, setting up agreements and finally selling their goods. And this activity never ends. The rhythm of it is rather direct and swinging. Their loyalty programs for the customers are like the guitar line, which gives the general mood of all the composition (of all the company`s work if in marketing). The agreements with the major companies in business marketing are like a bass-line, which is direct and fundamental. Marketing activity always means a production of a huge “office noise” of working copying machines, keyboards` sound, loud and passionate discussions and boiling kettles with coffee-machines. An all this noise is really the business marketing music. There is always a special line of ringing phone, which is a must in marketing activity. The personnel`s brainstorms and discussions are like the melodies of different harmony, as every human voice sounds like a unique musical instrument. The result of a perfect business marketing work is an enthusiastic melody, in which company happily distributes the product and invests its profits into its future success.
At the end, it is necessary to say that people of all ages and all majors love and enjoy music. The explanation for this is simple. In music, which they listen to, they find a part of their identity. That is why every major might find a lot in common with music. It is true because every activity in the world has its own mood, rhythm and melody. People do regular activities, which are rhythms. The machinery and people have their sounds and voices. Also, there is a unique atmosphere at any sphere of work, which is the analogue of the composition`s mood. And all these working factors combined produce a unique composition. Business marketing is not exclusion, so it has a lot in common with music. Both of these rather different majors have their specific brand and work with their product, which they crate in order to meet the needs of the target audience and sell at a maximum optimal price. The expected result of musical work and business marketing activity is always a satisfied customer (fans or companies), who are so satisfied with the purchased product that are going to come back for buying more of it.
Works Cited
Ball, P. (2008). Science & music: facing the music. Nature, 453(7192), 160-162.
McCarthy, E. J., & Perreault Jr, W. D. (1960). Principles of Marketing. Irwin, Boston, MA.
Morris, J. D., & Boone, M. A. (1998). The effects of music on emotional response, brand attitude, and purchase intent in an emotional advertising condition. Advances in Consumer Research, 25(1), 518-526.
Schmidt, J. A. (1983). Songwriting as a therapeutic procedure. Music Therapy Perspectives, 1(2), 4-7.
