How does the music industry create subcultures

Music has always played a big role in society. It can be used as a conversation starter, an epic moment in a film, a place for someone to escape or just background noise to ease an awkward conversation. Whatever music will be used for it is always going to be important and therefore I am going to find out how the music industry allows itself to be subcultural and then uses this as a marketing technique.
The definition of subcultural is 'a group of people with a culture which differentiates themselves from the larger culture'. This is seen a lot in the music industry and oftens shows artists revolving their image or music around what could be described as the 'modern' culture of music such as indie or R&B.

This is the research I am going to carry out

1) How different genres of music can cross over. For example Nelly Furtado switiching her genre from country to folk as well as Dizzy Rascal moving from Hip-Hop to dance.

2) Negative trends which can impact an artists sales such as drug taking or imprisonment

3) Artists who market their fashion trends to the high street so fans can get their image.

As well as this I will be posting videos or articles I see which will help support my question.