International Journal of Social Science Research (IJSSR)

Bundling Capitalism: The Commodification of Music in the Contemporary Industry

This study investigates the manner in which music has been integrated into the mechanisms of capitalist commodification, specifically focusing on the practice of album bundling. The examination utilizes Karl Marx’s notions of exchange value and commodity fetishism, Theodor Adorno’s critique of the culture industry, and Walter Benjamin’s insights on the loss of “aura” associated with mechanically reproduced art. Collectively, these theoretical frameworks underscore that music, which was once primarily appreciated for its aesthetic or cultural significance, has become progressively linked to economic exchange and market rivalry. Album bundling, defined as the sale of records alongside merchandise or concert tickets, exemplifies this phenomenon in clear terms. Although such tactics enhance sales and chart rankings, they concurrently exacerbate structural inequalities, favoring major global labels and established artists while marginalizing independent musicians. Simultaneously, bundling transforms fan engagement by converting cultural consumption into transactional loyalty, concealing exploitation beneath a facade of participation. Case studies involving BTS, The Weeknd, and Taylor Swift illustrate how bundling perpetuates capitalist profitability while compromising artistic integrity. This paper contends that in the digital age, characterized by music circulation through streaming, datafication, and algorithmic platforms, bundling exemplifies the trend of culture being increasingly diminished to a mere commodity, resulting in significant implications for authenticity, equity, and creativity.