Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical tastes as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.

Jane Austen’s depictions of musical performers and listeners in her novels suggest her belief that musical performances should strengthen intimacy between people, both between listeners and performers as well as among listeners. Austen commends music for its power to increase intimacy through honest expressions of taste, which more often arise in private performances, but she warns against its power to decrease intimacy through pretentious displays of taste, which more often arise in public performances. Austen’s belief that music allows for this healthy intimacy indicates that music has great significance in society. Austen suggests that music has a greater importance to everyday life than many may originally suppose, as it is a universal connection between people. Ultimately, Jane Austen’s perspective of music’s great power both to expose pretentiousness and to cultivate intimacy should lead all of her readers to recognize and respect music’s true power and to consider seriously the importance and role of music in their own lives.