the drugs on the billboards top ten of 2010-2013

INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY

CAMPUS CIUDAD JUÁREZ

“The drugs content on the Billboards top ten chart of

2010 -2013”

Cristina Castañeda Maldonado A01241748

Cultural Studies

Teacher: Karla Saucedo

November 27, 2014

� The drugs content on the Billboards top ten chart of 2010 -2013 � Cristina Castañeda �

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The drugs content on the Billboards top ten chart of 2010 -2013

Introduction 3 Justification of the subject 3 How do we consume music 4 Methodology of the study 5 Billboards 6 Tables of content 7 2010 Billboard List 7 2010 Analysis 8 2011 Billboard List 9 2011 Analysis 10 2012 Billboard List 11 2012 Analysis 12 2013 Billboard List 13 2013 Analysis 14

General Analysis 15 Conclusion 20 References 21 Appendix 23 2010 Song Lyrics 23 2011 Song Lyrics 30 2012 Song Lyrics 35 2013 Song Lyrics 37


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Introduction

This is an investigation about how the mass media affects society. Culture is a way of

civilizing, but at the same time is a double-edged sword, you can use it both to send a positive

message as negative.

Individual convictions, attitudes and conduct are impacted with recurrence with media

practices, their predominance inside particular populations and context. The music, clothing,

sports all of this cultural movements are produced by people who create new social values and

cultural languages. All this kind of productions are mediated by the critical political economy,

who decides who gets to speak to whom.

It’s an example of the banality-fatality cycle; we listen to music almost everyday and

watch music videos on Internet or TV. We banalize all the violence and drugs topics on these

products, because we see cultural products as a part of our daily life and we believe on them,

even if these drugs are something fatal in real life.

All the kind of drugs even the legal drugs were outside the consensus, but the media

influence have change the way that we think about that, causing a cultural deviation for the new

generation, affecting the way that society and politics deal with it. The deviation of consensus

it’s a reality, now some politicians are thinking if it is a good idea legalize drugs, something that

years ago was totally outside the consensus.

Justification of the subject

The music has great influence on society; with music values and attitudes are transmitted.

Lyrics of the mainstream songs have references about drugs and alcohol as something natural.

Regardless of how the message on the lyrics is passed on, those audience members that need to

be impacted and moved by that content promptly assimilate the message.

While in everyday life drugs cause violence and death, in music is represented as what

the cool young do, a way to fit in. Particularly inside the previous 50 years, USA has

encountered the conception, of numerous classes of music because of uncontrolled drug use.


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Certainly, we all realize that drugs effects are terrible, yet these substances have made music that

has enlivened millions.

This is not a new problem; the historical backdrop of drugs use began with jazz musical

artists and their utilization of heroin, and prompted the counterculture development and their

diversion of hallucinogenic medications and marijuana.

Thanks to globalization, this music is not only listen at USA or UK, is listened all over

the world. Artists become idols, and their fans tend to imitate everything they do, so it is

important to know how much impact have on people who listen that music, how do the music

can change the way that we see drugs, and how easy we can forget the damage that drugs cause.

Purpose of the investigation

The purpose of the investigation is known how much drug content related in the songs

reach society. Understand how much the society is exposed to this kind of content; analyze what

are the messages that music actually gives to the consumers, what is the relationship between the

legal drugs brands and the music industry, and the effects on the people who listen this music.

How do we consume music

According on the study from the McGill University in Montreal, Canada; our brain reacts

to music in the same way as it would do with drugs or our favorite food, generating a pleasure

experience by the release of dopamine. Music provide an intellectual reward (Jha, 2011)

These days music is part of our daily lives, and more people are listening to more music

than before, when there was only a few ways to listen music. This is because nowadays music is

everywhere, and technology has made possible to carry our music and download it from our

computer. 54% of people listened music on their cellphones with player applications and 47%

have radio apps on their smartphones. We can decide what, when, and where do we what to

listen a specific song. (Mlot, 2013)

Music is a way to express feeling and share ideas and bring people together. Although

the music is found increasingly in our lives and to everyone, it is also true that the content within

the current music leaves much to be desired. The musicians have become a published and won


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fame for his scandals, his outfits, rather than for its musical quality figure. An image-obsessed

industry who only cares about image and ignores the quality of music, trying to get the public

giving only the essentials to be happy with what they hear and see.

The music is no longer about emotions, the main issues are drunkenness, sex, be

handsome and successful and have a lot of money. People who are exposed to this type of

content even think that being shallow and having money is the only way to reach fame and being

recognized by others. And not only reach people through songs, music videos also have great

influence in creating these happy life stereotypes. This is because the music industry no longer

cares about the quality of their product, but rather interested as to sell more and attract more

people.

Methodology of the study

To known if the content of the songs and videos have continuous references to both licit

and illicit drugs, proceeded to perform an analysis of the top 10 of the Billboard charts for the

years 2010 to 2013, with a total sample of 40 songs.

The analysis was carried out by one table of content per year, where analize the following

points:

• Singer

• Album

• Genre

• Record Label: Brand or trademark connected with the showcasing of music recordings

and music features.

• Publishing: is in charge of guaranteeing the lyricists and arrangers get installment when

their compositions are utilized monetarily.

• Songwriter

• Lyrics/ Words with drugs references

• Video: Context and drugs references

• Brands of alcohol that appears on the lyrics or the video

• A general analysis for each song


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Billboards

Billboard is one of the oldest journals on the music industry, began publication in 1894 in

the United States, founded by William H. Donaldson and James Hennegan, originally titled

Billboard Advertising. In it’s early reporting on cultural and circus events, festivals, fairs, theater

and music.

When the jukeboxes industry appears in the 30’s the magazine began publishing music

charts. They were three different charts divided by gender: one for Pop music, one for Rhythm

and Blues, and other for Country and Western music.

Nowadays Billboard is intended for music professionals, record label executives, artists,

music stores and radio DJs. The lists published in it now are recognized internationally.

The most important list is currently the "Billboard Hot 100" which ranks the top one

hundred songs of the year regardless of the genre they belong to.

The top 100 songs are based on the number of both physical and digital download sales,

the amount of emissions in the radio stations from the United States and the number of times that

the song has been played on non-demand radio streams as Slacker and Rhapsody, and the song

played from Spotify MOV, Muve music. This data makes the songs earn points with each

variable, which are weighted in a points system and added in order to determine who has more

points and create the chart.


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Tables of content

2010 Billboard List


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2010 Analysis

In this year the 80 percent of the songs make reference to legal drugs as beer, vodka

bottles and cigar; therefore in letter and music videos. Four of these songs belong dance pop

genre, two are from hip hop, one country to pop, and one electro pop. Two songs has the same

writer and singer, Taio Cruz.

Motivation or association where the drug content appears more often is in the party

mood and social gatherings; followed by situations of heartbreak and violent relationships. In

most of these songs the main message is that getting drunk can help you with your problems.

Interscope and Island are the labels that produce half of the songs with drugs references.

While publishing company who is in charge of most of the songs are EMI Music, Warner

Chappell Music and Universal Music.

Three brands of alcohol are mentioned in the lyrics or appear in the video. Jack Daniels,

an American whiskey, mentioned in Kesha’s Tik Tok song lyrics. A russian vodka, Stolichnaya

continually appears in I love the way you lie music video. An the Nemiroff , Ukrainian vodka,

appers as the drink for the Russian mafia who kidnaps Lady Gaga in her Bad Romance video.

We can conclude that the messages of these songs tell their fans that drinking and

smoking is cool for people who like to party and are powerful, and is the best way of relaxing

and overcome violent relationships and breakups. Money, girls, and spirit, the perfect

combination.


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2011 Billboard List


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2011 Analysis

Only half songs of the top ten chart has drug content in it’s production and lyrics. They

made references to some legal drugs as vodka bottles and beer. But also a Nicky Minaj’s song,

Super Bass, made reference to a man who sells and consume coke, an illegal drug.

The content is in very varied contexts, an LMFAO parody of an horror film, an

environment of women and partying, dancing disguised Nicky Minaj barbie, and Black Eyed

Peas playing in Japan. The only thing they have in common is that in all these songs is that

people are inhibited when they drink alcohol.

All of these songs are from a very similar gender, between electro and pop music. Two

are from electro pop, two dance pop, and one is electronic dance music.

Interscope is the record label that produce two of the songs, the only one that it is

repeated. Kobalt and Universal are the two publishing companies who worked to position 3

songs each, while EMI Music Publishing only comprise of two songs.

There is only one alcohol brand in this chart, a french vodka called voli vodka that

appears as a sponsor of Give me everything music video, a Pitbull’s song.

In the songs of the year shown on drugs as part of the common parties, essential to have a

good time. Also it comes to cocaine as a synonym of power and manliness. Overall drug did not

show its true effect, which affects the health and causes death and violence, quite the contrary.


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2012 Billboard List


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2012 Analysis

Four of the chart have drug references. Legal drugs as beers, nicotine; and illegal drugs as

pills, and marijuana cigarettes. Getting high is the subject of We found love, a Rihanna and

Calvin Harris song, the story is about a couple that only is happy when they consume drugs, we

can notice that on the video.

The gender is between electro pop and dance pop, there is only one indie pop or

alternative music.

Illicit drugs are mentioned in violent situations as a fight in a bar, and love / hate

situations. Two of the songs refer to beer while they are dancing and having a party on the beach.

The record labels are not repeated, Fueled by Ramen, Nettwerk, Atlantic, Island, Global

Talent, Mercury, Def Jam SRP, Young Money, Cash Money and Universal Republic. However

Warner/Chappell is the music publisher company for three of the songs.

Bud light, an american beer, is the only brand that is on the chart; appears as a part of the

Starships lyrics, a Nicky Minaj song.

In this year the main message is that young people drink too have fun, it doesn’t matter if

that cause violence, drugs will always make things look better than they really are.


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2013 Billboard List


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2013 Analysis

In this top ten chart, only two songs have legal drugs references in their videos, and any

song mentions some kind of drug on their lyrics. One of the songs is from Robin Thicke, T.I. and

Pharrel and the other is from Imagine Dragons.

The associations are very different, one of the songs talks about puppets fighting in a ring

and the powerful character is the one who has a cigar; and the other one has a lot of sexual

references, in the video are models naked dancing and flirting with the singers.

The music genders are electronic dance and electronic rock. Both of the song has the

Interscope record label. The publishing companies are EMI Music, Warner/Chappell and

Universal Music Publishing Group.

In the Blurred Lines video the singers are drinking Remi Martin V, a French cognac and

smoking.

The relation between power and drugs is easy to observe, alcohol defines how powerful

you are, and the cigar is used as a power symbol.


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General Analysis

Of the total sample of 40 songs, only 19 of them have content that refers to drugs.

Therefore 47.5% of most played and sold songs from 2010 to 2013 regards the licit and illicit

drugs, either both his lyrics and music video.

In 2010 the 80 percent of the songs were about drinking to have fun. This percentage has

been declining over the years in a positive way, and that at least within the first ten favorite

songs of public drug content is decreasing. (See chart 1)

Legal drugs are the most mentioned. Which appears most frequently is the beer with

34.7%, followed by alcohol bottles with 21% occurring within the music videos but can not

detect exactly what kind of drink is.

The consumption of cigarette or cigar is well below the alcohol, being observed within

the music videos with 26.3 percent

Illegal drugs are only mentioned in 10 percent of the songs. Rates shown are marihuana,

cocaine and hallucinogenic pills. These are handled as an escape from reality into a better world,

as a symbol of power, freedom and rebellion. (See chart 2)

0 5 10

2010 Chart

2011 Chart

2012 Chart

2013 Chart

Number of songs with drugs references

Songs with drugs references

Chart 1


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The genre that has more songs that mention drugs is the electro pop with a 42.1%

attendance. Electro Pop is a subgenre of electronic popular music portrayed by a different low

recurrence synthesizer sound, which may differently be depicted as distorted and fuzzy.

Dance Pop genre occupies 21% of the songs that mention drugs. The Dance Pop is a

musical trend that is primarily based on using elements of different genres, for a more danceable

and dynamic pop. (See chart 3)

0 2 4 6 8

Type of drug or substance

Number of songs that

0 1 2 3 4 5 6 7 8 9

Songs by gender

Number of songs

Chart 2

Chart 3


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The context in which alcohol or drug use is within the lyrics and music videos are mainly

a party atmosphere, with 36.8%, where young people looking for fun and be inhibited by

alcohol. Although there are some cases also consumed within a social environment, such as a

meeting or a normal day.

Also alcohol and drugs are usually related to the power you have to eat, and violence that

the same means. The context could vary and combiner these different aspects such as violent

relationships or heartbreaks. (See chart 4)

Record labels are companies that are devoted to all processes related to the management,

promotion, development and construction of any band or musical group, so that signing a

contract; a company can handle different aspects of musical life.

31.5 percent of the songs belong to the company Interscope Records, 21% Island to

10.5% and Universal Music. (See chart 5)

The publishing company is responsible for managing the rights that generate those songs.

Such is the importance of a good repertoire in the career of an artist, to the point that the general

public is a song who's performing above who composes. The combination of these two elements

is so strong that are essential ingredients in the recipe of any success.

0 1 2 3 4 5 6 7 8

Drugs association context

Number of songs

Chart 4


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EMI Music Publishing is the company that has over a million of the best lyrics and

represents the most popular music catalog. Also who is in charge of 31.5% of the songs with

drugs references.

While Warner / Chappell and Universal companies charged with 21 percent of the songs

each. (See chart 6)

0 1 2 3 4 5 6 7 8

Interscope Island Universal Others

Record Label

Number of songs

0 1 2 3 4 5 6 7

Publishing Company

Number of songs

Chart 6

Chart 5


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Alcohol Brands in lyrics and videos

The brand positioning and product placement is a practice now widely used by the

marketing companies to be released and remain in the top of mind of the consumer.

Brands and artists have very big economic arrangements, which causes the product

positioning is an increasingly common practice. When an artist promotes a brand within their

song or music video, the message reached the fans that seek to be like his idol and buy the same

things, this being a way to create a relationship of engagement between consumer and brand.

In the Billboard charts from 2010 to 2013 there were six brands of alcoholic drinks that

were within the lyrics and music video. Three were vodka brands, one whiskey, one beer, and

one cognac. Brands are mixed within the context of the story, but with shots that highlight the

name of it without taking the role to the artist.

Brand Type of drink Song Singer

Jack Daniels American Whiskey Tik Tok Ke$ha

Stolichnaya Russian Vodka Love the way you lie

Rihhana feat Eminem

Nemiroff Ukranian Vodka Bad Romance Lady Gaga

Voli French Vodka Give me everything

Pitbull feat Neyo

Bud Light American Beer Starships Nicky Minaj

Remi Martin V French Cognac Blurred Lines Robin Thicke ft T.I. and Pharrel


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Conclusion

Drugs and alcohol are related and may become a cause of the "normalization" of the way

society views drugs and inappropriate consumption of alcohol or tobacco. By having these kinds

of topics within cultural products causes it to stop viewing as a taboo subject.

The downside of this is that the music has stopped being an art and has become a

machine to make money. The music industry just wants to sell, no matter what kind of message

sends to society, nor the quality of their products. The lyrics no longer have any meaning, the

singers have become a product that leaves more glamorize to generate more money.

The mainstream songs or found in the top of the charts fail to reach millions of people

around the world, and not discriminate neither age nor sex. Therefore children and adolescents

are exposed to this type of content that can affect their behavior or thinking, entering into their

generational consensus.

The type of context where drugs shows how fun is synonymous include alcohol, that

whoever has power is consumed drugs or intoxicants, and that violence is a possible

consequence but everything is forgotten with more alcohol and drugs.

Alcohol brands take advantage of this international scope that the music that breaks

boundaries, to reach new markets.

Is required to correctly report what are the true effects of drugs, both legal and illegal, so

this type of content reaches not directly affect and transform social practices.


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Appendix Lyrics of the songs with drug content.

2010 Song Lyrics 1. Ke$ha – Tik Tok

Wake up in the morning feeling like P Diddy (Hey, what up girl?) Grab my glasses, I'm out the door, I'm gonna hit the city (Let's go) Before I leave, brush my teeth with a bottle of Jack 'Cause when I leave for the night, I ain't coming back

I'm talking pedicure on our toes, toes Trying on all our clothes, clothes Boys blowing up our phones, phones Drop-topping, playing our favorite CDs Pulling up to the parties Trying to get a little bit tipsy

Don't stop, make it pop DJ, blow my speakers up Tonight, I'mma fight 'Til we see the sunlight Tick tock on the clock But the party don't stop, no oh oh oh oh oh oh oh oh

Don't stop, make it pop DJ, blow my speakers up Tonight, I'mma fight 'Til we see the sunlight Tick tock, on the clock But the party don't stop, no oh oh oh oh oh oh oh oh

And now i'm in a world, that got plenty of beer And got no money in my pocket, but I'm already here And now, the dudes are lining up cause they hear we got swagger But we kick 'em to the curb unless they look like Mick Jagger

I'm talking about everybody getting drunk, drunk Boys tryin' to touch my junk, junk Gonna smack him if he getting too drunk, drunk

Now, now, we go until they kick us out, out Or the police shut us down, down The police shut us down, down The po-po shut us dowwnn


Don't stop, make it pop DJ, blow my speakers up Tonight, I'mma fight 'Til we see the sunlight Tick Tock on the clock But the party don't stop, no oh oh oh oh oh oh oh oh

DJ, you build me up You break me down My heart, it pounds Yeah, you got me

With my hands up You got me now You got that sound Yeah, you got me

DJ, you build me up You break me down My heart, it pounds Yeah, you got me

With my hands up Put your hands up Put your hands up

Now, the party don't start 'til I walk in


the drugs on the billboards top ten of 2010-2013

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