POST WAR ERA - POST WAR ERA, 1946-1954 - Music Industry...

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POST WAR ERA, 1946-1954 - Music Industry began targeting young people for the first time o Production follows access to market capitol - Most mainstream popular music dominated by conservative tastes because of: o Desire to settle down in post-war years o Expanding economy gave many Americans home ownership opportunities o Cold War conflicts and threats fostered a need for comforting music o Increasing routinization of music industry o Payola scandal Industry pays DJ’s to put their records on “heavy rotation” - Relationship between Major Labels and marginal markets materializes o Major labels: conservative music with well-established performers Marketplace Advantages More financial resources Better “name” recognition Payola promotion Marketplace Disadvantages: Looked down on teenage market Overproduced music of dubious quality o Independent Labels focused on marginal markets Advantages: More diverse musical influences More keenly attuned to changes in the teenage market
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POST WAR ERA - POST WAR ERA, 1946-1954 - Music Industry...

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