The drugs on the billboards top ten of 2010-2013

INSTITUTO TECNOLÓGICO Y DE ESTUDIOS SUPERIORES DE MONTERREY
CAMPUS CIUDAD JUÁREZ
“The drugs content on the Billboards top ten chart of
2010 -2013”
Cristina Castañeda Maldonado
A01241748
Cultural Studies
Teacher: Karla Saucedo
November 27, 2014

Ÿ The drugs content on the Billboards top ten chart of 2010 -2013 Ÿ Cristina Castañeda Ÿ

2

The drugs content on the Billboards top ten chart of 2010 -2013
Introduction
3

Justification
of
the
subject
3

How
do
we
consume
music
4

Methodology
of
the
study
5

Billboards
6

Tables
of
content
7

2010
Billboard
List
7

2010
Analysis
8

2011
Billboard
List
9

2011
Analysis
10

2012
Billboard
List
11

2012
Analysis
12

2013
Billboard
List
13

2013
Analysis
14

General
Analysis
15

Conclusion
20

References
21

Appendix
23

2010
Song
Lyrics
23

2011
Song
Lyrics
30

2012
Song
Lyrics
35

2013
Song
Lyrics
37


3

Introduction

This is an investigation about how the mass media affects society. Culture is a way of
civilizing, but at the same time is a double-edged sword, you can use it both to send a positive
message as negative.
Individual convictions, attitudes and conduct are impacted with recurrence with media
practices, their predominance inside particular populations and context. The music, clothing,
sports all of this cultural movements are produced by people who create new social values and
cultural languages. All this kind of productions are mediated by the critical political economy,
who decides who gets to speak to whom.
It’s an example of the banality-fatality cycle; we listen to music almost everyday and
watch music videos on Internet or TV. We banalize all the violence and drugs topics on these
products, because we see cultural products as a part of our daily life and we believe on them,
even if these drugs are something fatal in real life.
All the kind of drugs even the legal drugs were outside the consensus, but the media
influence have change the way that we think about that, causing a cultural deviation for the new
generation, affecting the way that society and politics deal with it. The deviation of consensus
it’s a reality, now some politicians are thinking if it is a good idea legalize drugs, something that
years ago was totally outside the consensus.
Justification of the subject

The music has great influence on society; with music values and attitudes are transmitted.
Lyrics of the mainstream songs have references about drugs and alcohol as something natural.
Regardless of how the message on the lyrics is passed on, those audience members that need to
be impacted and moved by that content promptly assimilate the message.
While in everyday life drugs cause violence and death, in music is represented as what
the cool young do, a way to fit in. Particularly inside the previous 50 years, USA has
encountered the conception, of numerous classes of music because of uncontrolled drug use.


4

Certainly, we all realize that drugs effects are terrible, yet these substances have made music that
has enlivened millions.
This is not a new problem; the historical backdrop of drugs use began with jazz musical
artists and their utilization of heroin, and prompted the counterculture development and their
diversion of hallucinogenic medications and marijuana.
Thanks to globalization, this music is not only listen at USA or UK, is listened all over
the world. Artists become idols, and their fans tend to imitate everything they do, so it is
important to know how much impact have on people who listen that music, how do the music
can change the way that we see drugs, and how easy we can forget the damage that drugs cause.
Purpose of the investigation
The purpose of the investigation is known how much drug content related in the songs
reach society. Understand how much the society is exposed to this kind of content; analyze what
are the messages that music actually gives to the consumers, what is the relationship between the
legal drugs brands and the music industry, and the effects on the people who listen this music.
How do we consume music

According on the study from the McGill University in Montreal, Canada; our brain reacts
to music in the same way as it would do with drugs or our favorite food, generating a pleasure
experience by the release of dopamine. Music provide an intellectual reward (Jha, 2011)
These days music is part of our daily lives, and more people are listening to more music
than before, when there was only a few ways to listen music. This is because nowadays music is
everywhere, and technology has made possible to carry our music and download it from our
computer. 54% of people listened music on their cellphones with player applications and 47%
have radio apps on their smartphones. We can decide what, when, and where do we what to
listen a specific song. (Mlot, 2013)
Music is a way to express feeling and share ideas and bring people together. Although
the music is found increasingly in our lives and to everyone, it is also true that the content within
the current music leaves much to be desired. The musicians have become a published and won


5

fame for his scandals, his outfits, rather than for its musical quality figure. An image-obsessed
industry who only cares about image and ignores the quality of music, trying to get the public
giving only the essentials to be happy with what they hear and see.
The music is no longer about emotions, the main issues are drunkenness, sex, be
handsome and successful and have a lot of money. People who are exposed to this type of
content even think that being shallow and having money is the only way to reach fame and being
recognized by others. And not only reach people through songs, music videos also have great
influence in creating these happy life stereotypes. This is because the music industry no longer
cares about the quality of their product, but rather interested as to sell more and attract more
people.
Methodology of the study

To known if the content of the songs and videos have continuous references to both licit
and illicit drugs, proceeded to perform an analysis of the top 10 of the Billboard charts for the
years 2010 to 2013, with a total sample of 40 songs.
The analysis was carried out by one table of content per year, where analize the following
points:
• Singer
• Album
• Genre
• Record Label: Brand or trademark connected with the showcasing of music recordings
and music features.
• Publishing: is in charge of guaranteeing the lyricists and arrangers get installment when
their compositions are utilized monetarily.
• Songwriter
• Lyrics/ Words with drugs references
• Video: Context and drugs references
• Brands of alcohol that appears on the lyrics or the video
• A general analysis for each song


6

Billboards

Billboard is one of the oldest journals on the music industry, began publication in 1894 in
the United States, founded by William H. Donaldson and James Hennegan, originally titled
Billboard Advertising. In it’s early reporting on cultural and circus events, festivals, fairs, theater
and music.
When the jukeboxes industry appears in the 30’s the magazine began publishing music
charts. They were three different charts divided by gender: one for Pop music, one for Rhythm
and Blues, and other for Country and Western music.
Nowadays Billboard is intended for music professionals, record label executives, artists,
music stores and radio DJs. The lists published in it now are recognized internationally.
The most important list is currently the "Billboard Hot 100" which ranks the top one
hundred songs of the year regardless of the genre they belong to.
The top 100 songs are based on the number of both physical and digital download sales,
the amount of emissions in the radio stations from the United States and the number of times that
the song has been played on non-demand radio streams as Slacker and Rhapsody, and the song
played from Spotify MOV, Muve music. This data makes the songs earn points with each
variable, which are weighted in a points system and added in order to determine who has more
points and create the chart.


7

Tables of content
2010 Billboard List


8

2010 Analysis

In this year the 80 percent of the songs make reference to legal drugs as beer, vodka
bottles and cigar; therefore in letter and music videos. Four of these songs belong dance pop
genre, two are from hip hop, one country to pop, and one electro pop. Two songs has the same
writer and singer, Taio Cruz.
Motivation or association where the drug content appears more often is in the party
mood and social gatherings; followed by situations of heartbreak and violent relationships. In
most of these songs the main message is that getting drunk can help you with your problems.
Interscope and Island are the labels that produce half of the songs with drugs references.
While publishing company who is in charge of most of the songs are EMI Music, Warner
Chappell Music and Universal Music.
Three brands of alcohol are mentioned in the lyrics or appear in the video. Jack Daniels,
an American whiskey, mentioned in Kesha’s Tik Tok song lyrics. A russian vodka, Stolichnaya
continually appears in I love the way you lie music video. An the Nemiroff , Ukrainian vodka,
appers as the drink for the Russian mafia who kidnaps Lady Gaga in her Bad Romance video.

We can conclude that the messages of these songs tell their fans that drinking and
smoking is cool for people who like to party and are powerful, and is the best way of relaxing
and overcome violent relationships and breakups. Money, girls, and spirit, the perfect
combination.


9

2011 Billboard List


10

2011 Analysis
Only half songs of the top ten chart has drug content in it’s production and lyrics. They
made references to some legal drugs as vodka bottles and beer. But also a Nicky Minaj’s song,
Super Bass, made reference to a man who sells and consume coke, an illegal drug.
The content is in very varied contexts, an LMFAO parody of an horror film, an
environment of women and partying, dancing disguised Nicky Minaj barbie, and Black Eyed
Peas playing in Japan. The only thing they have in common is that in all these songs is that
people are inhibited when they drink alcohol.
All of these songs are from a very similar gender, between electro and pop music. Two
are from electro pop, two dance pop, and one is electronic dance music.
Interscope is the record label that produce two of the songs, the only one that it is
repeated. Kobalt and Universal are the two publishing companies who worked to position 3
songs each, while EMI Music Publishing only comprise of two songs.
There is only one alcohol brand in this chart, a french vodka called voli vodka that
appears as a sponsor of Give me everything music video, a Pitbull’s song.
In the songs of the year shown on drugs as part of the common parties, essential to have a
good time. Also it comes to cocaine as a synonym of power and manliness. Overall drug did not
show its true effect, which affects the health and causes death and violence, quite the contrary.


11

2012 Billboard List


12

2012 Analysis
Four of the chart have drug references. Legal drugs as beers, nicotine; and illegal drugs as
pills, and marijuana cigarettes. Getting high is the subject of We found love, a Rihanna and
Calvin Harris song, the story is about a couple that only is happy when they consume drugs, we
can notice that on the video.
The gender is between electro pop and dance pop, there is only one indie pop or
alternative music.
Illicit drugs are mentioned in violent situations as a fight in a bar, and love / hate
situations. Two of the songs refer to beer while they are dancing and having a party on the beach.
The record labels are not repeated, Fueled by Ramen, Nettwerk, Atlantic, Island, Global
Talent, Mercury, Def Jam SRP, Young Money, Cash Money and Universal Republic. However
Warner/Chappell is the music publisher company for three of the songs.
Bud light, an american beer, is the only brand that is on the chart; appears as a part of the
Starships lyrics, a Nicky Minaj song.
In this year the main message is that young people drink too have fun, it doesn’t matter if
that cause violence, drugs will always make things look better than they really are.


13

2013 Billboard List


14

2013 Analysis
In this top ten chart, only two songs have legal drugs references in their videos, and any
song mentions some kind of drug on their lyrics. One of the songs is from Robin Thicke, T.I. and
Pharrel and the other is from Imagine Dragons.
The associations are very different, one of the songs talks about puppets fighting in a ring
and the powerful character is the one who has a cigar; and the other one has a lot of sexual
references, in the video are models naked dancing and flirting with the singers.
The music genders are electronic dance and electronic rock. Both of the song has the
Interscope record label. The publishing companies are EMI Music, Warner/Chappell and
Universal Music Publishing Group.
In the Blurred Lines video the singers are drinking Remi Martin V, a French cognac and
smoking.
The relation between power and drugs is easy to observe, alcohol defines how powerful
you are, and the cigar is used as a power symbol.


15

General Analysis
Of the total sample of 40 songs, only 19 of them have content that refers to drugs.
Therefore 47.5% of most played and sold songs from 2010 to 2013 regards the licit and illicit
drugs, either both his lyrics and music video.
In 2010 the 80 percent of the songs were about drinking to have fun. This percentage has
been declining over the years in a positive way, and that at least within the first ten favorite
songs of public drug content is decreasing. (See chart 1)
Legal drugs are the most mentioned. Which appears most frequently is the beer with
34.7%, followed by alcohol bottles with 21% occurring within the music videos but can not
detect exactly what kind of drink is.
The consumption of cigarette or cigar is well below the alcohol, being observed within
the music videos with 26.3 percent
Illegal drugs are only mentioned in 10 percent of the songs. Rates shown are marihuana,
cocaine and hallucinogenic pills. These are handled as an escape from reality into a better world,
as a symbol of power, freedom and rebellion. (See chart 2)
0
5
10

2010
Chart

2011
Chart

2012
Chart

2013
Chart

Number of songs with drugs
references
Songs
with

drugs

references

Chart
1


16

The genre that has more songs that mention drugs is the electro pop with a 42.1%
attendance. Electro Pop is a subgenre of electronic popular music portrayed by a different low
recurrence synthesizer sound, which may differently be depicted as distorted and fuzzy.
Dance Pop genre occupies 21% of the songs that mention drugs. The Dance Pop is a
musical trend that is primarily based on using elements of different genres, for a more danceable
and dynamic pop. (See chart 3)
0

2

4

6

8

Type of drug or substance
Number

of
songs

that

0

1

2

3

4

5

6

7

8

9

Songs by gender
Number
of

songs

Chart
2
Chart
3


17

The context in which alcohol or drug use is within the lyrics and music videos are mainly
a party atmosphere, with 36.8%, where young people looking for fun and be inhibited by
alcohol. Although there are some cases also consumed within a social environment, such as a
meeting or a normal day.
Also alcohol and drugs are usually related to the power you have to eat, and violence that
the same means. The context could vary and combiner these different aspects such as violent
relationships or heartbreaks. (See chart 4)
Record labels are companies that are devoted to all processes related to the management,
promotion, development and construction of any band or musical group, so that signing a
contract; a company can handle different aspects of musical life.
31.5 percent of the songs belong to the company Interscope Records, 21% Island to
10.5% and Universal Music. (See chart 5)
The publishing company is responsible for managing the rights that generate those songs.
Such is the importance of a good repertoire in the career of an artist, to the point that the general
public is a song who's performing above who composes. The combination of these two elements
is so strong that are essential ingredients in the recipe of any success.
0

1

2

3

4

5

6

7

8

Drugs association context
Number

of
songs

Chart
4


18

EMI Music Publishing is the company that has over a million of the best lyrics and
represents the most popular music catalog. Also who is in charge of 31.5% of the songs with
drugs references.
While Warner / Chappell and Universal companies charged with 21 percent of the songs
each. (See chart 6)
0

1

2

3

4

5

6

7

8

Interscope
Island
Universal
Others

Record Label
Number
of
songs

0

1

2

3

4

5

6

7

Publishing Company
Number
of

songs

Chart
6

Chart
5


19

Alcohol Brands in lyrics and videos
The brand positioning and product placement is a practice now widely used by the
marketing companies to be released and remain in the top of mind of the consumer.
Brands and artists have very big economic arrangements, which causes the product
positioning is an increasingly common practice. When an artist promotes a brand within their
song or music video, the message reached the fans that seek to be like his idol and buy the same
things, this being a way to create a relationship of engagement between consumer and brand.
In the Billboard charts from 2010 to 2013 there were six brands of alcoholic drinks that
were within the lyrics and music video. Three were vodka brands, one whiskey, one beer, and
one cognac. Brands are mixed within the context of the story, but with shots that highlight the
name of it without taking the role to the artist.
Brand Type of drink Song Singer
Jack Daniels American Whiskey Tik Tok Ke$ha
Stolichnaya Russian Vodka Love the way
you lie
Rihhana feat Eminem
Nemiroff Ukranian Vodka Bad Romance Lady Gaga
Voli French Vodka Give me
everything
Pitbull feat Neyo
Bud Light American Beer Starships Nicky Minaj
Remi Martin V French Cognac Blurred Lines Robin Thicke ft T.I. and
Pharrel


20

Conclusion

Drugs and alcohol are related and may become a cause of the "normalization" of the way
society views drugs and inappropriate consumption of alcohol or tobacco. By having these kinds
of topics within cultural products causes it to stop viewing as a taboo subject.
The downside of this is that the music has stopped being an art and has become a
machine to make money. The music industry just wants to sell, no matter what kind of message
sends to society, nor the quality of their products. The lyrics no longer have any meaning, the
singers have become a product that leaves more glamorize to generate more money.
The mainstream songs or found in the top of the charts fail to reach millions of people
around the world, and not discriminate neither age nor sex. Therefore children and adolescents
are exposed to this type of content that can affect their behavior or thinking, entering into their
generational consensus.
The type of context where drugs shows how fun is synonymous include alcohol, that
whoever has power is consumed drugs or intoxicants, and that violence is a possible
consequence but everything is forgotten with more alcohol and drugs.
Alcohol brands take advantage of this international scope that the music that breaks
boundaries, to reach new markets.
Is required to correctly report what are the true effects of drugs, both legal and illegal, so
this type of content reaches not directly affect and transform social practices.


21

References
Ackerman, T. (2012, April 5). Popular song lyrics contain sex, alcohol and no regrets.
Retrieved September 9, 2014, from
http://www.deseretnews.com/article/865553547/Popular-song-lyrics-contain-sex-
alcohol-and-no-regrets.html?pg=all
Bylin, K. (2011, January 13). Do We Consume Music More, Enjoy It Less? Retrieved
November 21, 2014, from http://www.musicthinktank.com/blog/do-we-consume- music-
more-enjoy-it-less.html
Custom Channels. (2012, March 16). Custom Background Music For Business. Retrieved
November 16, 2014, from http://www.customchannels.net/billboard-hot-100- music-
chart/
Editorial musical & composición musical a la medida. (n.d.). Retrieved November 23, 2014,
from http://www.cancionesenbuscadeartistas.com/sellomusical/editorial- musical-composicion-
y-repertorio/
Electropop. (n.d.). Retrieved November 23, 2014, from
http://rateyourmusic.com/genre/Electropop/
Hollywood Branded. (2013, October 3). Artists Love Their Brands: Brand Partnerships
Increasing Product Placement In Music Videos And Lyrics -. Retrieved November 23,
2014, from http://www.hollywoodbranded.com/artists-love-their- brands-brand-partnerships-
increasing-product-placement-in-music-videos-and- lyrics/
Jha, A. (2011, January 9). Favorite music evokes same feelings as good food or drugs.
Retrieved November 21, 2014, from
http://www.theguardian.com/science/2011/jan/09/why-we-love-music-research
Mcrae, F. (2013, October 1). Retrieved September 9, 2014, from
http://www.dailymail.co.uk/health/article-2440131/Chart-musicians-slammed-promoting-
alcohol-children.html
Mlot, S. (2013, July 5). Infographic: The Music Consumption Times, They Are A-
Changin' Retrieved November 02, 2014, from
http://www.pcmag.com/article2/0,2817,2421344,00.asp


22

Perle, E. (2011, November 1). Mainstream Music: Where Did All The Good Artists Go?
Retrieved November 21, 2014, from
http://www.huffingtonpost.com/2011/11/01/mainstream-music-is-
about_n_1069230.html
Realmente necesitas una compañía discográfica (2014, September 21). Retrieved November 23,
2014, from http://vmusic.com.mx/blog/realmente-necesitas-una- compania-discografica
Revista Billboard, Historia, Billboard hoy, Billboard Books. (n.d.). Retrieved November 21,
2014, from http://centrodeartigo.com/articulos-noticias- consejos/article_144314.html
Roberts, D., Henriksen, L., & Christenson, P. (1999, April 1). Substance Use in Popular Movies
and Music. Retrieved September 4, 2014, from
https://www.ncjrs.gov/pdffiles1/Digitization/176359NCJRS.pdf
Sampson, K. (2008, November 16). Chemical bonds. Retrieved November 23, 2014, from
http://www.theguardian.com/society/2008/nov/16/drugs-music-link
Singh, M. (2014, April 9). Pop Stars Are Sippin' On Patron, And Teens Are Bingeing.
Retrieved September 9, 2014, from
http://www.npr.org/blogs/health/2014/04/09/300512450/pop-stars-are-sippin-on- patron-
and-teens-are-binging
Smith, N. (2012, January 16). Drugs And Music. Retrieved September 4, 2014, from
http://www.articlemyriad.com/drugs-music/


23

Appendix
Lyrics of the songs with drug content.
2010 Song Lyrics
1. Ke$ha – Tik Tok
Wake up in the morning feeling like P Diddy
(Hey, what up girl?)
Grab my glasses, I'm out the door, I'm gonna hit
the city
(Let's go)
Before I leave, brush my teeth with a bottle of
Jack
'Cause when I leave for the night, I ain't coming
back
I'm talking pedicure on our toes, toes
Trying on all our clothes, clothes
Boys blowing up our phones, phones
Drop-topping, playing our favorite CDs
Pulling up to the parties
Trying to get a little bit tipsy
Don't stop, make it pop
DJ, blow my speakers up
Tonight, I'mma fight
'Til we see the sunlight
Tick tock on the clock
But the party don't stop, no oh oh oh oh
oh oh oh oh
Tick tock, on the clock
oh oh oh oh
And now i'm in a world, that got plenty of beer
And got no money in my pocket, but I'm already
here
And now, the dudes are lining up cause they hear
we got swagger
But we kick 'em to the curb unless they look like
Mick Jagger
I'm talking about everybody getting drunk,
drunk
Boys tryin' to touch my junk, junk
Gonna smack him if he getting too drunk,
drunk
Now, now, we go until they kick us out, out
Or the police shut us down, down
The police shut us down, down
The po-po shut us dowwnn
oh oh oh oh
Tick Tock on the clock
oh oh oh oh
DJ, you build me up
You break me down
My heart, it pounds
Yeah, you got me
With my hands up
You got me now
You got that sound
Yeah, you got me
DJ, you build me up
You break me down
My heart, it pounds
Yeah, you got me
With my hands up
Put your hands up
Put your hands up
Now, the party don't start 'til I walk in
oh oh oh oh

The drugs on the billboards top ten of 2010-2013

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