A Look at Streaming and Globalization of Regional Popular Music Using Spotify's Audio Features

Music is an integral part of a community's identity, and music streaming has changed the way in which people interact with popular music as a whole. While significant research has been done regarding how streaming services have impacted the way users engage with music, little has been done to account for how streaming has changed the creation of new music. Additionally, globalization in music results in unique hybrid genres rather than complete adoption of global culture, making it hard to measure the global impact on regional sounds, as chart diversity alone cannot account for this unique interaction. This research addresses this gap in literature by utilizing Spotify’s audio features to analyze regional popular music characteristics from 2010 through 2020 using the Top 100 tracks from the global, Korean, and Japanese charts. It then observes whether the chart data demonstrates a convergence or divergence in relation to the musical attributes of global popular music and the growth of music streaming, and if it is reflecting a globalization effect. The results suggest that local artists reflect global trends in already globalized markets, and that streaming may be having a heterogenization effect on popular music. Additionally, the data also suggests that observing the musical characteristics of a region may be able to measure how globalized a region's music culture is, allowing for the observation of globalization beyond looking at chart diversity and instead observing the music characteristics of domestic artists.