Globalisation of

Music
The Role of Short-Video Platforms

Group 8

Athulya Raj (HS19H009)

Lakshmi P (HS19H020)
Neeraj B R (HS19H024)
Avanthika J P (HS19H052)
Keziah Mariam (HS19H062)
 TABLE OF CONTENTS

INTRODUCTION
01
METHODOLOGY AND DATA ANALYSIS
02
LITERATURE REVIEW AND DISCUSSION
03
CONCLUSION
04
01 INTRODUCTION
● How has globalization through video streaming
platforms such as YouTube, instagram and
tiktok directly affected the music industry and
our understanding of what is popular?

● How have these short video platforms aided in

the mobility and global reach of local music
trends?

● How does it bring together cultures?

● What role has social media played in the

globalization of music?
269.67 million
Number of users of Instagram from India as of March 2022

Source: NapoleanCat.org
 62.75 Million
Difference between the number of Instagram users in India and
second placed US

19%
Proportion of population in India using Instagram

110 Million
Largest number of Instagram users in a particular age group
(18-24) in India

Source: NapoleanCat.org
Proportion of Instagram Users in various age-groups

Source: NapoleanCat.org
 METHODOLOGY
02 AND DATA
ANALYSIS
❖ Survey employing primary data to look at how music tracks broke national and
language barriers when they became popular through short-video platforms
like Insta Reels.
❖ A Google Form was circulated, targeting users in the age group of 15-30

❖ Duration spent on short-video platforms by users

❖ Nature of viewers- Reactionary Viewer, Casual Viewer or Content Creator.

❖ Languages of the videos they watched in the short-video platforms

❖ Songs: Runaway, Heat Waves, Woman, Love Nwantiti, It’s my party and She’s a
fool, Nuestra Canción and Manike Mage Hithe
❖ How respondents were introduced to the aforementioned songs
❖ Responses collected and analysed using Excel.
Proportion of Instagram Users age-group wise (Survey Findings)
Time Spent on Instagram (Survey Findings)
 Types of Respondents

Reactionary Viewer Casual Viewer Content Creator

20% 74% 6%
Languages of Songs heard on Short-Video Platforms (Foreign) (Survey Findings)
User Knowledge and Interaction of various songs in Instagram (Survey Findings)
 61.17%
Proportion of respondents who were introduced to the songs
through short-video platforms

27.40%
Proportion of respondents who checked out the full song after
listening to the track on short-video platforms

33%
Proportion of respondents who started following the artist after
listening to the track
 LITERATURE
03 REVIEW AND
DISCUSSION
What is Globalization?

“a word that is used to describe the growing

interdependence of the world’s economies, culture and
populations, brought about by cross-border trade in goods
and services, technology and the flows of investment,
people and information.”
 Music and Globalization
● Globalised music industry: interconnection of institutions of
values and social groups

● Homogenization - diverse music becomes one similar

sound to be successful

● Later trends - better profits in collaborations of different

artist from different genres

● Spotlighting of different cultures and languages to

YouTube and social media
 Social media and the Music Industry
● Collection of data and real-time impressions from people all around the world
about their likes and dislike of a whole range of topics
● Shift of control:
○ Loss of control for music industry: fall of curated media such as MTV
○ Gain of control to viewers: Self-curation and scheduling
● SVP increases penetration of domestic music at the same time it increases
overlap with US charts
 Spread of Local Music
● YouTube has aided users in understanding new cultures, learning new languages and
even identifying new music.

● Creating collaboration of local cultures embracing distant trends and different types
of music.

● Short video platform’s influence on the global charts could be setting a precedent for
more widespread distribution of top genres in the future

● Giving rise to new cultural sensations around the world

● The new music consumption behavior has fostered awareness of obscure or

lesser-known genres like Latin trap, and K-pop
 Shift in Global Trendsetters
● Distribution of viral songs indicate artists have equal propensity to
influence and set global music trends.
● Local genres from other countries do not break their traditional
frontiers
● Long tail theory - culture and economy gradually shifts from small
number of megahits to the explosion of successful niche hits
● Tech platforms and music marketers shape the trends
04 CONCLUSION
● Globalization through short video platforms has helped evolved the music
industry and our understanding of what is popular.

● People’s opinions and tastes, those from even the remotest areas are finally
being taken into account

● Music popularized through SVP have proved wrong that composing songs in
the English language and the American way is the only way to become global

● Globalization allows music to serve as a bridge between industries and

cultures; promotes collaborations of cultures and languages to become a
norm, that spills beyond the sphere of culture to global politics and diplomacy

“These sounds that are coming out of the unknown regions have always been
there. It’s the world that just began listening.”