“The Times They Are-a-Changin”: The Effect of the Covid-19 Pandemic on Online Music Sharing in India

ABSTRACT

Music sharing trends have been shown to change during times of socio-economic crises. Studies have also shown that music can act as a social surrogate, helping to significantly reduce loneliness by acting as an empathetic friend. We explored these phenomena through a novel study of online music sharing during the Covid-19 pandemic in India. We collected tweets from the popular social media platform Twitter during India’s first and second wave of the pandemic (n = 1,364). We examined the different ways in which music was able to accomplish the role of a social surrogate via analyzing tweet text using Natural Language Processing techniques. Additionally, we analyzed the emotional connotations of the music shared through the acoustic features and lyrical content and compared the results between pandemic and pre-pandemic times. It was observed that the role of music shifted to a more community focused function rather than tending to a more self-serving utility. Results demonstrated that people shared music during the Covid-19 pandemic which had lower valence and shared songs with topics that reflected turbulent times such as Hardship and Exclusion when compared to songs shared during pre-Covid times. The results are further discussed in the context of individualistic versus collectivistic cultures. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.