Nostalgia rhapsody : the use of nostalgia in musical artists’ promotion and marketing

Abstract

Nostalgia, with its ability to evoke comfort, connection, and transcendence, has become a pivotal element in music marketing and promotion. Once viewed as a form of psychological distress, nostalgia is now recognized as a positive emotional phenomenon that fosters psychological well-being and a sentimental connection to the past. This thesis explores how nostalgia is strategically utilized in the music industry to create meaningful connections with consumers and enhance commercial success.

By examining nostalgia's role in music production, branding, and promotion, the study highlights its use in areas such as retro packaging and branding, remasters, interpolations, legacy tours, and further uses of nostalgia. The research delves into both intentional and unintentional applications of nostalgic marketing and assessing its impact on consumer behavior. Through analysis of literature, it was revealed that the use of nostalgia in music presented to be a primary function in efficiently using existing product and being able to repackage and resell to both former and newer audiences, as well as a thematic device in musicians’ promotion.

Primary data was also acquired through a series of interviews with music professionals in Finland to gain their perspective on how nostalgia has taken an affect on their career’s operations, as well as their insights into how nostalgia has affected the music industry. Analysis illustrated how nostalgia, while a potent and useful tool in the sale of music, may be potentially overused as the industry risks stagnation with its dependence on past works.