Cultural Globalisation in the Music Markets of USA, Japan, and France
Introduction
Advances in communication technologies have made cultural goods from certain countries more accessible to consumers globally. This phenomenon is part of globalisation, a term describing the opening up of national borders to foster economic, trade, communication, and financial integration worldwide (Ferreira and Waldfogel 2009, 2). The current level of globalisation has raised concerns that cultural products from large economies like the US may dominate and overshadow indigenous cultural products from smaller economies. These concerns are evident in the global music market, where music from highly developed industries, such as that of the US, influences genres and cultures worldwide. This essay examines the level of cultural globalisation in the music markets of the USA, France, and Japan and the impact of music consumption through streaming on cultural globalisation in these countries.
Trade in Cultural Goods
Recent advancements in theoretical models developed by economists have highlighted the benefits of trading in cultural goods. Research indicates that consumers prefer a mix of local and global goods (Ferreira and Waldfogel 2009, 6). With the advent of superior global brands, local goods often face the risk of being driven out of the market. Global brands carry the culture and values of their origin countries, thereby transmitting these values to other nations. This trend is evident in the global music industry, where music transcends national borders. Music, a crucial part of societal culture, conveys the values and beliefs of a society. It thus becomes a potent medium for cultural transmission. Consequently, some countries mandate a certain percentage of local music on radio and television to promote national values and cultures. However, music from larger economies continues to influence the music and lifestyles in other countries.
Current Level of Cultural Globalisation in the Music Markets of the USA, Japan, and France
USA
The US leads the music publishing industry, followed by the UK, Japan, and Germany (Throsby 2017, 5). The US has significantly influenced global music genres, such as hip-hop, punk, and pop, often originating these genres before they spread worldwide. The success of American music lies in its ability to consistently produce new sounds and genres, with hip-hop continuing to dominate the industry. Besides the genre's popularity, American hip-hop artists earn substantial profits from endorsements and global music sales (Hennessy 2014, 1). Despite American music's influence on other countries, there is a growing trend of international music gaining acceptance in the US. Research on popular music charts shows that US artists dominate, followed by British artists, and then Latin American artists (Achterberg et al. 2010, 8). The rising Latin American population in the US has increased the popularity of Latin music, influencing American culture and music. Similarly, the growing Asian population has introduced Japanese bands like Zedi Geva and Yellow Magic Orchestra to the US music scene (Murphy 2015, 1). While American music continues to dominate, other genres from various countries are gaining traction in the US, facilitated by the internet's ease of access to diverse music.
France
In France, 57% of songs are in French, while 35% are in English, predominantly American (Achterberg et al. 2010, 8). French musicians have developed and maintained French popular music while attempting to shield it from Western influences. France mandates that at least 40% of songs played on radio and television must be in French, reflecting the nation's protective stance on its cultural identity (Gordon and Meunier 2016, 24). Despite these measures, American music has penetrated the French market. French musicians increasingly sing in English, and mainstream American music is popular, especially among the youth. Jazz, originally developed by African Americans, has significantly influenced French music (Rogers 2012, 55). Pop music's influence is also evident in France's changing fashion and cultural values.
Japan
American music has a substantial market in Japan, with genres like hip-hop having roots in the US since the 1980s (Condry 2015, 4). Japanese hip-hop, influenced by American artists, exemplifies the globalisation of popular culture. Latin music, despite cultural differences, has also found a place in Japan, with bands like Orquesta de la Luz popularizing salsa (Carmen de la Peza 2006, 171). Jazz, introduced to Japan through Pacific interactions in the 1910s, remains popular (Tananon 2014, 1). Westernisation and technological integration have facilitated the spread of American music in Japan, influencing local genres and cultural practices.
Likely Impact of Music Consumption via Streaming on the Levels of Cultural Globalisation
The past few decades have seen societies becoming increasingly integrated and interdependent in economic and cultural terms due to globalisation. This trend has significantly affected music worldwide, leading to the rise of diverse musical styles, the decline of unique musical traditions, and the spread of pop culture (Australian National University 2017, 1). Technological advancements have made it easier to access music globally, fostering deeper cultural integration. With more people streaming music, the US, France, and Japan will experience heightened cultural globalisation, leading to an erosion of local music styles and the integration of global music trends (Letts 2012, 3).
Music, an essential societal element, traditionally conveys values and traditions across generations. Technological developments now allow global access to any music, potentially eroding local musical styles. In the US, while American music has influenced global music, the presence of diverse cultures means that American music itself evolves over time (Xu 2015, 16). In countries like France and Japan, local artists often blend foreign music styles with traditional music, creating new genres. This integration, facilitated by streaming, will likely lead to homogenised cultures and the erosion of traditional music styles (The Economist 2013, 1).
Research in Thailand comparing young people's attitudes towards different music categories revealed a preference for popular music over traditional styles, highlighting the potential impact of globalisation (Maryprasith 2015, 2). As music consumption through streaming grows, the US, Japan, and France will likely see similar trends, with people identifying more with pop music and less with traditional music. The spread of pop music will lead to a transcultural system where local music styles are increasingly replaced by new, globally influenced genres, resulting in a homogenised global culture (Nwegbu 2011, 1).
Conclusion
Technological advancements and globalisation have blurred national borders, leading to global integration in the music industry. The cultural globalisation of music markets in the USA, Japan, and France illustrates the impact of this trend. American music's dominance in these markets has prompted measures to protect local cultures, such as France's mandate on local music airplay. However, the popularity of pop music continues to influence local music styles, particularly among the youth. The continued growth of music streaming will further integrate cultural practices, leading to the erosion of traditional music styles and the emergence of new, globally influenced genres.
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