Virgin EMI Strategic Marketing

A ballad is a narrative song form that tells a story in simple, singable stanzas, traditionally using quatrains in ballad meter (alternating lines of iambic tetrameter and trimeter with an ABCB rhyme scheme). Ballads typically recount dramatic events—love, betrayal, tragedy, murder, the supernatural—or notable historical incidents. Early ballads were often sung unaccompanied or with minimal accompaniment, carried by memorable, modal melodies and refrains that aided oral transmission. Over time, the term also came to describe slow, sentimental popular songs in the 20th century, but the core of the genre remains the storytelling focus and strophic, easily learned structure. Ballads are central to the English- and Scots-language folk traditions, migrated to North America where they flourished in Appalachian singing, and continue to be performed, adapted, and reinterpreted in contemporary folk and roots scenes.

Breakbeat is an electronic dance music style built around syncopated, sampled drum "breaks" rather than a straight four-on-the-floor kick. Producers chop, loop, and rearrange classic drum breaks (such as the Amen, Apache, and Think breaks) to create swung, shuffling rhythms with strong backbeat accents. Emerging from the UK rave continuum, breakbeat draws heavily on hip hop’s sampling culture and electro’s machine-funk, while adopting house/acid-house sound design and club-focused arrangements. Tempos most commonly sit between 125–140 BPM (though broader ranges occur), featuring heavy sub-bass, crunchy snares, and edits/fills that propel dancefloors without relying on a 4/4 kick. As a scene, "breaks" spans everything from big-room, party-leaning grooves to techy, nu skool textures and regional variants like Florida breaks. It also functions as a foundational rhythmic vocabulary that informed jungle and drum and bass, and it underpins much of modern bass music.

Breakbeat hardcore is an early-1990s UK rave style that fuses hip hop-derived breakbeats with the tempo, intensity, and synth aesthetics of acid house and early techno. Typically between 140–155 BPM, it emphasizes chopped and layered drum breaks, booming sub-bass, pitch-shifted or timestretched vocals, and euphoric rave stabs. Signature sounds include the Amen/Think/Apache breaks, hoover leads from the Roland Alpha Juno, Korg M1 house pianos, orchestral hits, airhorns, and crowd‑pleasing sampled hooks. The music was designed for all-night warehouse parties and pirate radio, foregrounding ecstatic breakdowns and explosive drops that captured the hedonistic energy of the UK rave era.

Contemporary R&B is a sleek, modern evolution of rhythm and blues that fuses the emotive vocal traditions of soul and gospel with the songwriting immediacy of pop, the rhythmic vocabulary of hip hop, and polished electronic production. Its hallmarks include melismatic lead vocals, lush stacked harmonies, mid‑tempo grooves or slow jams built on drum-machine patterns and 808 bass, and sophisticated chord colors (maj7, min9, add9). The style spans tender ballads to club‑ready tracks, but consistently centers intimacy, romance, empowerment, and personal reflection in its lyrics. While rooted in classic R&B, it differentiates itself through contemporary sound design, hook‑driven structures, and production aesthetics shaped by post‑disco, boogie, quiet storm, and later hip‑hop and trap rhythms.

Drum and bass (DnB) is a fast, rhythmically intricate form of electronic dance music centered on breakbeats at roughly 160–180 BPM and powerful, sub‑heavy basslines. It grew out of the UK’s early ’90s rave and jungle scenes, combining chopped funk breaks (most famously the Amen break), dub and reggae sound‑system aesthetics, hip‑hop sampling, and techno’s futurist sound design. Across its many substyles—liquid funk’s soulful harmonies, techstep and neurofunk’s cold, machine‑like bass engineering, jump‑up’s hooky bass riffs, atmospheric DnB’s pads and space—drum and bass remains a DJ‑oriented, dancefloor‑driven genre that prizes tight drum programming, deep low end, and precise arrangement for mixing.

Electronic is a broad umbrella genre defined by the primary use of electronically generated or electronically processed sound. It encompasses music made with synthesizers, drum machines, samplers, computers, and studio/tape techniques, as well as electroacoustic manipulation of recorded or synthetic sources. The genre ranges from academic and experimental traditions to popular and dance-oriented forms. While its sonic palette is rooted in electricity and circuitry, its aesthetics span minimal and textural explorations, structured song forms, and beat-driven club permutations. Electronic emphasizes sound design, timbre, and studio-as-instrument practices as much as melody and harmony.

Free tekno (often spelled freetekno or tekno) is a fast, hard, and raw branch of underground techno that grew out of the European free party scene. It favors DIY live hardware sets, heavy distortion and saturation, hypnotic loops, and relentless 4/4 momentum tailored for improvised dancefloors in warehouses, fields, and squats. Sonically, it fuses the drive of techno and the acidity of TB‑303 lines with the hardness of early hardcore and gabber, keeping arrangements minimal yet forceful. Cultural identity is inseparable from the free party ethos: non‑commercial gatherings, traveler sound systems, and a strong anti‑authoritarian, autonomous spirit.

Funk is a rhythm-forward African American popular music style that centers on groove, syncopation, and interlocking parts. Rather than emphasizing complex chord progressions, funk builds tight, repetitive vamps that highlight the rhythm section and create an irresistible dance feel. The genre is marked by syncopated drum patterns, melodic yet percussive bass lines, choppy guitar "chanks," punchy horn stabs, call‑and‑response vocals, and a strong backbeat. Funk’s stripped-down harmony, prominent use of the one (accenting the downbeat), and polyrhythmic layering draw deeply from soul, rhythm and blues, jazz, gospel, and African rhythmic traditions. From James Brown’s late-1960s innovations through the expansive P-Funk universe and the slicker sounds of the 1970s and 1980s, funk has continually evolved while seeding countless other genres, from disco and hip hop to house and modern R&B.

Hardcore breaks is a revivalist breakbeat style that recreates and updates the sound of early 1990s UK rave and breakbeat hardcore using modern production. It centers on fast chopped breakbeats, booming sub‑bass, rave stabs, pianos, and euphoric vocal snippets. Typically running around 150–165 BPM, hardcore breaks emphasizes the raw energy and sample-driven collage of the original oldskool era while benefiting from contemporary sound design and mixing techniques. Expect Amen/Think/Apache breaks, Hoover and Reese bass timbres, pitch‑shifted vocals, and hands‑in‑the‑air breakdowns designed for dancefloors. While closely related to breakbeat hardcore and jungle, hardcore breaks is characterized by a deliberate “back‑to‑’91–’93” aesthetic—keeping the rave spirit (pianos and stabs) prominent, with edits and fills that nod to both early hardcore and later jungle innovation.

Hardcore techno is a high‑tempo, aggressively produced branch of techno characterized by distorted, punchy four‑on‑the‑floor kicks, abrasive sound design, and relentless rhythmic drive. Typical tempos range from about 160 to 190 BPM (and can go even faster in some scenes), creating an intense, physically demanding dance experience. The style emphasizes saturated 909‑style kick drums with clipped/transient "click" and long distorted tails, industrial textures, harsh stabs (including classic "hoover" tones), alarming FX, and short shouted or sampled vocals. Harmony is sparse and often minor, with dissonant intervals or horror/industrial atmospheres. The overall aesthetic is raw, dark, and functional for large rave systems, designed to evoke catharsis and high energy on the dancefloor.

Hip hop is a cultural and musical movement that emerged from Black, Latino, and Caribbean communities, centering around rapping (MCing), DJing/turntablism, sampling-based production, and rhythmic speech over beats. It prioritizes groove, wordplay, and storytelling, often reflecting the social realities of urban life. Musically, hip hop is built on drum-centric rhythms (from breakbeats to 808 patterns), looped samples, and bass-forward mixes. Lyrically, it ranges from party anthems and braggadocio to political commentary and intricate poetic forms, with flow, cadence, and rhyme density as core expressive tools. Beyond music, hip hop encompasses a broader culture, historically intertwined with graffiti, b-boying/b-girling (breakdance), fashion, and street entrepreneurship, making it both an art form and a global social language.

Pop is a broad, hook-driven style of popular music designed for wide appeal. It emphasizes memorable melodies, concise song structures, polished vocals, and production intended for radio, charts, and mass media. While pop continually absorbs elements from other styles, its core remains singable choruses, accessible harmonies, and rhythmic clarity. Typical forms include verse–pre-chorus–chorus, frequent use of bridges and middle-eights, and ear-catching intros and outros. Pop is not defined by a single instrumentation. It flexibly incorporates acoustic and electric instruments, drum machines, synthesizers, and increasingly digital production techniques, always in service of the song and the hook.

Pop rap blends the rhythmic vocal delivery and beat-centric production of hip hop with the catchy hooks, polished structures, and radio-friendly sensibilities of pop music. It typically features melodic choruses (often sung), accessible themes, and mid-tempo grooves designed for mass appeal. Production prioritizes clean, bright sonics, simple harmonic progressions, and memorable top-line melodies, while verses keep to clear, punchy flows that are easy for broad audiences to follow. Because it sits between two commercial powerhouses—pop and hip hop—pop rap has frequently served as a gateway for mainstream listeners to explore rap, while giving hip hop artists a framework to cross over to pop charts.

Pop rock blends the hook-focused immediacy of pop with the instrumentation and drive of rock. It prioritizes catchy melodies, concise song structures, and polished production while retaining guitars, bass, and drums as core elements. Typical pop rock tracks use verse–pre-chorus–chorus forms, strong vocal harmonies, and memorable riffs. The sound ranges from jangly and bright to mildly overdriven and arena-ready, aiming for radio-friendly appeal without abandoning rock’s rhythmic punch.

Rock is a broad family of popular music centered on amplified instruments, a strong backbeat, and song forms that foreground riffs, choruses, and anthemic hooks. Emerging from mid‑20th‑century American styles like rhythm & blues, country, and gospel-inflected rock and roll, rock quickly expanded in scope—absorbing folk, blues, and psychedelic ideas—while shaping global youth culture. Core sonic markers include electric guitar (often overdriven), electric bass, drum kit emphasizing beats 2 and 4, and emotive lead vocals. Rock songs commonly use verse–chorus structures, blues-derived harmony, and memorable melodic motifs, ranging from intimate ballads to high‑energy, stadium‑sized performances.

Soul is a genre of popular music that blends the spiritual fervor and vocal techniques of African‑American gospel with the grooves and song forms of rhythm & blues and the harmonic palette of jazz and blues. It is defined by impassioned, melismatic lead vocals; call‑and‑response with backing singers; handclaps and a strong backbeat; syncopated bass lines; and memorable horn or string riffs. Typical instrumentation includes drum kit, electric bass, electric guitar, piano or Hammond organ, horns (trumpet, saxophone, trombone), and sometimes orchestral strings. Lyrically, soul ranges from love and heartbreak to pride, social commentary, and spiritual yearning. Regionally distinct scenes—such as Detroit’s Motown, Memphis/Stax, Muscle Shoals, Chicago, New Orleans, and Philadelphia—shaped different flavors of soul, while the style’s emotional directness and rhythmic drive made it a cornerstone of later funk, disco, contemporary R&B, and hip hop.

Techno is a four-on-the-floor, machine-driven form of electronic dance music that emerged in mid-to-late 1980s Detroit. It is characterized by steady 4/4 kick drums, repetitive and hypnotic rhythmic patterns, synthetic timbres, and an emphasis on texture, groove, and forward momentum over elaborate harmony. Producers typically use drum machines, sequencers, and synthesizers to build layered percussion, pulsing basslines, and evolving motifs. While often dark and minimalistic, techno spans a wide spectrum—from soulful, futuristic Detroit aesthetics to hard, industrially tinged European strains—yet it consistently prioritizes kinetic energy for dancefloors and a sense of machine futurism.