Now
Mashup culture might be the best example we have today of mixing it up artistically. Music is a legitimate representation of cultures and regions across the world, and each stems from their own adoration/mastery of their country’s instruments and techniques. Similar to an eclectic mix of genres within an iTunes library, the walls that once separated musical genres have been torn down.
Albums by grunge-masters Nirvana are happily sitting alongside Michael Jackson’s greatest hits in the average listener’s electronic libraries, and music from once-irrelevant areas of music have gained national attention through online-sharing. Jay-Z can now rap over something as classic as The Beatles White Album (by way of artists like DJ Dangermouse) and be critically lauded.
Originating in DJ culture and flourishing outwardly via file-sharing and music blogs, the mashup has become a staple in music and speaks to a higher level of cultural infiltration.
“…today’s consumer is as willing to bring their own unique history and perspective into their fashion and product purchases…”
The avid music listener, who represents one of today’s most cherished markets, embraces the idea of enjoying artists from all over the map musically and geographically, alluding to the fun in the search for, merging of, and listening experience of sonically-unique tunes.
This same experience is evident in almost every market. From clothing and furnishings to recreation, food, and entertainment, today’s consumer is as willing to bring their own unique history and perspective into their fashion and product purchases as they are willing to be influenced by multiple cultures, movements and artistic genres.
