Impact of popular song lyrics on brand choices among youth of age 20 to 25

Abstract

Music is the representation of its heritage and culture. Punjabi music industry is rapidly expanding since last two decades. The use of the articles of daily use is the part of lyrics which is visible in the old songs as well. The modern Punjabi songs also use the names of the brands of the articles with the videos promoting luxurious lifestyles and big brands. This trend in lyrics is visible in all the top singers of the Punjabi music industry like Arjan Dhillon, Shubh, Prem Dhillon and others. Major listeners of these singers are youngsters. The purpose of this study is to find the impact of such songs on the listeners in terms of brand influence. To accomplish the goal, analyses of the lyrics and the relation of lifestyle and song choices of the participants on 20-25 years of age is studied through survey questionnaire. The songs are selected on the basis of high YouTube views. This research will us help to understand the depth of the impact of music. The results of the study of correlation of music lyrics with purchasing choices of the youth will help both musicians and the brand owners of brands in deciding the use of songs for the marketing of their products.