Newswise — Political candidates who use songs to appeal to the American public for their campaigns is a strategy that dates back to George Washington. The pros and cons of this approach are intriguing. "Sometimes it's just music to introduce them or to inspire the troops, but the song that a candidate chooses says a lot about them," said David Allan, Ph.D., associate professor of marketing.
Though presidential candidates want a signature sound that stands out from the rest, their choices have some things in common: the songs are usually up-tempo, inspiring, and have a steady beat that allows a crowd to join in, feel united, and clap along during a rally.
Barack Obama has used Stevie Wonder's "Signed, Sealed,Delivered." Hillary Clinton has played Celine Dion's "You and I," and " Suddenly I See." John McCain played "I Won't Back Down" until he was asked by recording artist Tom Petty to stop using it proving that as much as the song can help to identify the politicians and invigorate a crowd, they can also have a negative effect when an artist publicly asks the candidate cease playing the tune.
Americans will identify with candidates depending on the songs they choose, so presidential hopefuls should be mindful of some key factors. "The lyrics are important, but the artist is, too," Allan said. "The artist can appeal to one generation, but alienate another."
Candidates must consider which audience they want to reach, not only with their platforms, but also with their music.
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