Argumentative Analysis: Beats Music

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Beats Music is a dazzling update on the practices of Adorno and Horkheimer’s music industry. As we have seen, they argue that distinctions between types of music under capitalism do not reflect real differences as much as they function to slot consumers into demographic categories. As music technologies have become ever more sensitive to consumer input, these demographic categories are ever more refined. As is increasingly common with digital products, consumers pay with both money and personal data for the Beats Music service. Beats Music appeals to emotion, which appears to trump its profit motive—“We’re in awe of the power of music. We don’t want anything to ever interrupt it. That’s why you’ll never hear an ad on Beats Music”—but in truth …show more content…

None of contradictions between Beats Music’s advertising rhetoric and its profit motive is particularly hidden, nor are those contradictions very different from hundreds of other sales pitches. No one is surprised when what is sold as a completely new way to experience music turns out to be nothing but a variation on the completely old ways of consumer capitalism, which instrumentalizes the commodity and makes its living selling novelties under the banner of the new. No one is surprised by appeals to unalloyed pleasure and narcissism. Nor should we be surprised when advertising turns the idea of sharing into just another solipsistic and individualistic pleasure. While Beats Music touts the ability to “Share your music and talk about it too,” the description of how sharing works makes an unexpected appeal: “Get a following—share your favorites on Beats Music, Facebook and Twitter.” Sharing music turns out to be little more than an occasion for displaying one’s musical taste before an audience of followers. While Beats Music is a technology that could allow for an unprecedented degree of sharing music, it yet remains tethered to capitalist models that undermine the very idea of what it is to share. One definition of “to share”—to “have a portion of (something) with another or others”— gives way to another: to “tell someone about (something), especially something personal” (New Oxford American

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