An interesting question

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Mostly I think it's something that one can't define.
I've often held a theory that repetitiveness is one of the keys to this, especially observing the phenomena that are modern popular music and dance music. People like a piece that they know, familiarity, if the piece repeats itself 100 times in the course of being played once then one 'knows' it after hearing it once. If it's complex and varied it may take longer to develop a like for it (making it less likely to become liked): arguably it may be more rewarding than it does. Ultimately everyone's brain is different and different people respond in different ways: some of us love 'classical' music; others hate it. The like of popular music is definitely more widespread and it is definitely more repetitive. Many 'popular classics' also have this feature of repetitiveness.
The like of certain pieces is also linked to a strong beat: babies and young children prefer pop to 'classical' music because human nature is to respond to a strong beat, apparently.
Then of course there's a critical threshold of popularity beyond which a piece will suddenly increase dramatically in popularity. If more people like a piece it will be played more, more people will have heard it so there's more chance that they'll like it and play it (note play may be physically play, or on a CD). For 'classical' pieces this tends to lead to immortality, with the same pieces cropping up again and again. In popular music it seems to be a slightly more fickle market dictated by fashion (with a few exceptions) where half the population loves one piece of music one year; 12 months later the same people loathe and despise it. That begs the question did they really like it in the first place (or do they really hate it now) or is the taste merely being dictated by fashion

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