By Alison Sandstrom, TLS staff writer
For years James Deaville has studied how music is used in advertising. Now the 杏吧原创 music professor is applying his analysis to whole new kind of marketing: political campaigning.
鈥淢usic can be manipulative and you might not even notice it鈥檚 there. It鈥檚 the ultimate hidden persuader,鈥� he says.
Deaville joined a team of American and Canadian academics to create the website . The website catalogues the music that candidates are using in attempts to shape their brands in the run up to the 2016 presidential election.
鈥淢usic helps to identify the candidate and it provides a backdrop for their message,鈥� says Deaville.
Republican nominee front-runner, Donald Trump, has used a wide range of musical selections. He predictably employs classical rock tunes, including Neil Young鈥檚 鈥淩ockin鈥� In The Free World鈥� 鈥� much to the singer鈥檚 disapproval. But Trump has also recently begun using the Puccini鈥檚 operatic aria 鈥淣essum dorma鈥� at rallies, a song Deaville believes is in line with the powerful image he is trying to portray.
On the opposite end of the political spectrum, Senator Bernie Sanders relies heavily on the music of his youth 鈥� 1960s Motown and folk revival.
鈥淗is music always seems consistent with his message of revolution and socialist change,鈥� says Deaville.
Deaville says Hillary Clinton has been criticized for music choices the public perceives as pandering. Her Spotify playlist includes hits from artists like Katy Perry and Pharrell.
鈥淪he鈥檚 attempting to use music to reach out to a younger demographic, but people question if she even listens to that type of music,鈥� says Deaville. 鈥淚鈥檝e suggested that Elton John might be a little bit better at tying her to the demographic who鈥檚 likely to vote for her.鈥�
Deaville says it鈥檚 important politicians鈥� music choices appear sincere. Ben Carson鈥檚 attempt to appropriate rap with the original song 鈥淔reedom鈥� backfired terribly when the public rejected it as an obvious attempt to reach out to African-American voters.
Barack Obama, on the other hand, has been affectionately dubbed the 鈥淗ip-Hop President.鈥�
鈥淲ith Obama the artists themselves gave him endorsements, so there was no question about authenticity there,鈥� says Deaville.
Deaville says he hopes Trax on the Trail will give voters an educational and entertaining insight on how politicians are employing music to try and woo them.
鈥淎s much as possible, we want to have an informed electorate going to the polls in 2016,鈥� he says. 鈥淲e want people to listen to the election, instead of just watching it.鈥�