If the far-reaching popularity of 2017’s “Despacito” wasn’t enough of an indicator, crossover genres are prepping to deliver music of all kinds to new fans. Whether you loved or hated the omnipresent Latin-Pop song, it climbed the charts thanks to a mesh of Latin lyricism and catchy pop vibes. But how much of the 47.5 billion dollars in global music sales are emerging music genres responsible for? Here are the ways crossover genres help reach new fans.
Running on Bass
It’s almost addictive – from UZ to X-Change, the bass plays a serious role in our favorite new music. And we’re not the only ones. But how does the nearly universal love of a good beat play into music sales? Just ask Beatport, which expanded its bass representation with categories beyond dubstep. With Trap/Future Bass, Garage/Bassline/Grime, and Leftfield Bass, their late 2017 declaration that one category wasn’t enough helped fans branch out.
While bass’ mass appeal helps, Beatport’s category expansion came a little late, according to their General Manager. However, the company acknowledged that it was a bit behind the times, explaining that it took time to clearly define the categories in collaboration with labels, artists, and press in the “bass community.” While that doesn’t mean you should toss your dubstep equipment, consider that you might need to expand your set to include more than one music genre.
Wider Audience Greater Sales
It’s true that people are more likely to purchase something that comes recommended. Think about upselling when you’re buying a new phone or other electronics. First, it’s the device, but then comes a case, accessories, and the actual data plan. The same theory seems to apply to music. People are likely to try new music when it’s interconnected with an artist or genre they already enjoy.
Add to that the fact that crossover genres appeal to dual audiences at the same time. For example, consider that rock was the top-selling music genre in the United States in 2017. The runner-up was Rap/Hip-Hop, which tied with Pop for second place. Artists or labels that produce rock-pop crossover tunes can appeal to both audiences and probably their wallets, too.
It’s true that many music fans have their favorites and are reluctant to listen to something new. After all, opera isn’t for everyone. But dropping a song or entire album into one music genre not only limits listener experiences, but it can also keep music from reaching people who would truly appreciate it.