Producers-
In regards to
producers, genre gives them a marketing angle, for example, if someone
ordinarily listens to pop music, they’re most likely looking for music in
keeping in that genre as they know that they will like it. In addition, another
use is that it provides the producers with a set of codes and conventions,
guidelines in which they should keep to achieve success. A quote by Nicolas Abercrombie
supports this; “Television producers set out to exploit genre conventions.” This
implies there is a specific formula that producers follow to guarantee a
successful profit. However, an implication of this is that due to having theses
codes and conventions, creativity is stifled creating less innovative ideas as
it would mean breaking out of their genre, possibly into a hybrid genre.
Audiences-
A main use of genre
for an audience is the fact that it gives them something to identify themselves
with, allowing them to feel integrated in the community of the genre in a
tribal sense. This allows them to fit in and follow current music trends. Furthermore,
it enables them to navigate similar content through the use of genre. It also aids
the predictability of products due to the stifled creativity which is a
downside to genre conventions. Denis McQuail says that genre is “a practical
device for helping any mass medium to produce consistently and efficiently and
to relate its production to the expectations of its customers”. This suggests
that artists create generic, mass produced music that lacks originality yet
aids predictability.
As well as this,
genre is also shifting and permeable. This occurs through innovation and experimentation,
artists want originality to provide them with a unique selling point setting
them aside from other music making less competition. This is also supported by Nicolas
Abercrombie; “the boundaries between genres are shifting and becoming more permeable”.
This happening widens audiences due to this new hybrid genre they create. Finally,
it allows more variety of products in the music industry.
