Mikeru On Western World Music Today

According to an entertainment marketing expert, the Grammy award should be taken seriously by artists and viewers also though it mostly recognizes popular music. Brent Smith is an assistant professor of marketing in Saint Joseph’s University in Philadelphia and he says Grammy also provides a chance for less popular artists to become recognized while other well-known music awards like American Music awards or Billboard Music awards choose their winners according to the gain in record sales or radio airplay.

He also added that every brand should be relevant to mainstream music audience to some extent. In Grammies, the nominees and winners are elected by their peers and so it presents most respected award show in the music industry.

According to Smith, there is a clear difference between art and commerce of the music and these two do not go well together always. He took the example of Jazz pianist Hancock to establish this fact. Hancock’s peers who are popular performing artists know his contribution towards to art of the music.

The commerce of the music is solely related to revenue generated by the particular number. Now a days, most of the consumers in music industry are interested in downloads, ring tones and dance ability. In such situation Grammy award is putting a sincere effort to preserve and protect the voice of core community of music creators.