Packaging Paradise: Consuming Hawaiian Music

Abstract

In music, a body of undulating songs have been more effective causes for vacationing Americans choosing Hawaii than all the illustrated brochures of the travel agencies. (from Hawaii in HI-FI, RCA). Music was an important marketing strategy in the campaign to assimilate Hawaii into the United States, incorporating a cultural tradition of the exotic 'Other ' into Western culture through an icon of modem recording technology—the hi-fi stereo record. "Hawai-ian music"—a genre that enjoyed great popularity from early In the century into the 1970s—^provided a method of familiarizing U.S. mainlanders with this distant chain of islands and served as a central element in the tourist industry's campaign to attract visitors to Hawaii (Kanahele 1979). The marketing of Hawaiian popular music—through radio shows and record albums—aided the transfor-mation of Hawaii from primitive paradise into the SOth State.

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