Session 2 (Friday 11:30-12:30) Salon A
Moderator: Bruce Ronkin
Teaching the Music Products Industry
in a Collegiate Music Business Curriculum.
Affiliate Instructor of Music Business
This paper is designed to discuss the absence of meaningful coursework
in the “music products industry” from many collegiate Music Business
curriculums. The article includes a variety of ways that instructors
can incorporate hands-on projects in the products industry that will
address this absence.
The author discusses the reasons behind this absence of coursework
stemming from student input, teacher biases or discomfort, and minimal
available resources. Possible solutions are suggested including
resources and training, as well as a host of hands on classroom and
extra curricular projects. These projects include a real world
networking assignment to reach out to the manufacturing segment and a
mock sales project to address training at the retail level.
These projects have been implemented successfully and have produced
students with a greater perspective of the products industry.
Additionally, this has aided students to obtain careers in both the
retail and manufacturing portion of the music products industry.
Are You Ready For Some Football Ads? A
Content Analysis of Popular Music in Super Bowl Commercials 2003-2013
Professor and Chair, Marketing
Saint Joseph’s University
This research analyzes in-game Super Bowl commercials from 2005-2013 to
quantify and qualify the placement of popular music in Super Bowl
advertising. Of the 543 total commercials viewed (excluding network and
NFL promotional ads), 134 contained popular music. The percentage of
commercials with popular music changed from 34.6% in 2005, to 18.6% in
2009, to 37.7% in 2013. The genre of popular music most utilized was
rock (30.6%) followed by pop (22.4%). Popular music was most often
observed in the product category of motor vehicles (25.7%), followed by
the beer/soda category (25.3%). The popular music was most often
original vocals (64.2%), and more likely to be relevant to the
narrative of the commercial rather than the product advertised. This
research expands the growing body of Super Bowl advertising research by
including research concerning popular music.