#mashmello

[Image description: a collage of photos of the 10 musicians and musical groups featured in this poll. In order from left to right, top to bottom: Lil Nas X, Post Malone and Swae Lee, Halsey, Billie Eilish, Post Malone, Marshmello, Ariana Grande, Khalid, Travis Scott, Jonas Brothers. End description]

More information about this blog here

And here we are with the final full decade featured on this blog. All throughout the 2010's retrospectives, we have been focusing a lot on how streaming and internet culture in general is shaping pop music. Now, that can be seen more than ever. Especially with the number one song this year, Lil Nas X's Old Town Road -- one of the first viral TikTok songs we'll be seeing. Old Town Road isn't just notable for how it took off through meme culture or how TikTok would soon come to be one of the main forces behind pop success, but the track was also controversial for how it blurred the lines between genres. Not through aesthetic or sound (which is nothing new), but through marketing. After reaching number nineteen on the Billboard Hot Country Songs chart, the magazine disqualified the song from counting as the genre. It should be mentioned that country circles have a history of drawing clear lines around what counts as their genre. There was a time when many country music tastemakers considered artists like Johnny Cash or John Denver to be too rock or pop for country. In fact during the 1975 CMAs, Charlie Rich burned John Denver's card after announcing him as the winner. And if it even needs to be said, this tension is even more noticeable when you factor race into the mix. Especially when you factor in how country being classified as a "white" genre was a marketing strategy less than a hundred years ago. Here's an article that went more in depth on the issue in response to the Old Town Road debate.

“Determining which chart a song lives on is an ongoing process that depends on a number of factors, most notably the song’s musical composition, but also how the song is marketed and promoted, the musical history of the artist, airplay the song receives, and how the song is platformed on streaming services.” - a representative from Billboard for Rolling Stone

Obviously, this is a lot of discourse and debate to drop onto a short TikTok meme song. But since this blog is essentially about how music is marketed, I couldn't not bring it up. Because Old Town Road wasn't controversial just because it was a song that used both country and rap influences (country had been incorporating more hip-hop production into their sound all decade), but it was largely controversial because Lil Nas X wasn't a country artist. This is a concept I touched on briefly during the rise of nu metal, but the definition of a genre can change depending on whether you're evaluating the sound as music or as marketing. And if you're in the world of marketing, the definition of "country music" is "music performed by country artists within the country music industry". But with the internet making it more possible than ever for people outside the industry to gain pop success, the lines are allowed to become even more blurred.

Unlike the start of the decade, the pop music now is much more low-key and moody. The popularity of trap lends well to a darker sound, and even pop tracks like Billie Eilish's Bad Guy and Ariana Grande's 7 Rings are taking influence from this production style. Lo-fi music and "bedroom pop" are now becoming the go-to sound. More production styles that encourage more individual, introspective listening. Music that sounds like it could have been produced by one person in their bedroom. And maybe the timing was just right. Because soon, most people would have to make their music out of their bedrooms.

Yg better get ready to post up