Music online is used to entertain people while they look at the websight. The music depends on what the website is. Understandably, the advertisers wouldn't put heavy metal music on Barbie's website, because that isn't what 8 and 9 year olds want to hear. Advertisers want money. Everyone does, but in order for advertisers to get money they have to make it so you get addicted to the music on the site. If you are, you'll stay on the site and look around.
For example:
hotWheels.com uses Heavy Metal
Barbie.com uses pop

Most of the music you find on internet sites are trying to make you feel included. This advertising tecnique is called bandwagon. "Everyones buying it, if you do too, you can be one of us". This is a very common tecnique, and it is very efective.
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