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This study was conducted to examine factors affecting the advent of personal styles in popular music with a sociologic approach using opinions of Neo-Marxist thinkers and organizational theory about art generation. In this regard, economic, political, social and cultural contexts of Iran during(1970s) were addressed reviewing historical events of that period and it was concluded that advent of personal styles were outcomes of changes and transformations in approaches within mentioned contexts so that they could effect on relationships between artist, users and art producers directly. At the next step of this study, function of celebrity industry and its relation with economic development and capitalism culture was described and it was found that personal styles in popular music are originated from the mentioned economic policy in art and advent of stars in music world. Also in this article we explain about the quiddity and features of personal style in art and specifically popular music. Three artists (a songwriter, a singer, composer), who had effective activity in Iranian popular music in 1970s, were collected as case study of this research. Characteristics of these artists, both artistically and individually have been adapted with indications of personal style, after attribution of this adjective to these artists by finding effective factors we will analyze how thy emerged and we will analyze the mechanism of the influence of cultural and historical events on personal style's growth and emergence in Iranian popular music then this will be analyzed by sociological theories and will make effort to adapt those theories with Iranian social and artistic circumstances.

SOCIO-ECONOMIC AND CULTURAL CONTEXTS OF THE ADVENT OF PERSONAL STYLES IN IRANIAN POPULAR MUSIC IN 1970’S