Abstract:

Abstract The concept of the retro marketing which has an important role in commercializing the popular culture heritage is a strategy that constitutes the popular culture’s validity and continuity via the music productions evoking its periodic conditions. This strategy which is made up by means of the historical climate of the popular music, various music productions, artist or popular characters creates a kind of commercial meaning areas by utilizing the effect the music’s effect on the masses on the purpose of managing and directing these meanings inclusive of some various expectations. At this point, while the nostalgic meaning contents which trace to the life-world of the past have become the income materials, the dimension reflecting on the side of the audience is related to the world of the meaning based on the social, historical, cultural perspectives and popular culture. However, the semantic quality drawn attention here is reinterpreting the life conditions of the past with the modern-day perspective, producing and constructing the retrospective meaning with the modern-day current thought rather than the realities at the periods of time which indicate the past. In the study, it is focused on the music heritage which has passed from the repeated filter of the retro marketing concept, and the commercial, social and individual reflections of the retrospective thought forms that have occurred on the basis of music.

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