Paper Session 2 (Friday 11:30-12:30) Salon A
Moderator: Bruce Ronkin

Teaching the Music Products Industry in a Collegiate Music Business Curriculum.

Carl Anderson
Affiliate Instructor of Music Business
Bradley University

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

David Allan
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.