RESEARCH

STREAMING, GLOCALIZATION, AND SOFT POWER SHAPING EMERGING GENRES INTO MAINSTREAM CULTURE

This paper examines how emerging genres become mainstream, focusing on streaming services, glocalization, and soft power. Through Latin music and Punjabi pop/hip-hop case studies, it explores the journey from grassroots origins to global recognition. Using scholarly literature, industry reports, and case studies, the research highlights streaming’s role in democratizing access, glocalization’s effect on cultural hybridity, and soft power’s influence on international perception.

MUSIC- THE MIRROR OF THE SOUL

As a singer, composer, and music director, Diship’s daily interaction with music sparked his interest in music psychology. Observing how various genres shape his life, identity, and relationships inspired this study. Friends note that music serves him as a hobby, stress reliever, and source of well-being, as well as a bridge in friendships. Reflecting on music’s role in his life, Diship grew curious about its universal impact, fueling his exploration of its cultural influence worldwide.