|Title||My generation: examining the music tastes and commercial opportunities within the new audience of 40-59 year olds in the UK|
This thesis provides an original contribution to the academic discourse regarding music taste. It also offers commercial recommendations relating to the use of
The continuing academic debate regarding music taste has largely revolved around the concepts of habitus, cultural capital, social class and legitimate culture(Bourdieu, 1984) and later contrasting theories regarding the cultural omnivore (Peterson et al 1992). Recent UK research (Bennett et al 2009, Savage
Previous studies employed attitudinal surveys to investigate preferences. This thesis provides an original contribution to the discourse through a new
The analysis of this data supports a generational shift in music taste towards rock pop, particularly visible in the current cohort of 40-59 year olds who grew up post 1960s, where lifelong music taste across all classes appears to have been formed during an era dominated by popular music culture. This thesis did not find support of the omnivore theories. Instead a new ‘legitimate’ rock pop music canon may be developing within this genre, suggesting that the middle classes in
Finally this thesis discusses the immediate commercial opportunities that this lifelong rock/pop taste of the current 40-59 middle class demographic in the UK offers businesses, and how innovation could increase the engagement of that affluent and sizeable audience. The research suggested that this taste for rock pop related to new artists in that genre as well as the original artists of the 1970s and 80s that the generation had grown up with.