[L]ike biological diversity, species are disappearing, languages are disappearing. And in a sense cultures are disappearing. Every few years some­body dies who was the last person who knew how to do something or other; the last person who did this or the last person who knew this tradition dies. And when that species dies, you can’t reconstruct it, you can’t bring it back. So I’m concerned about the things that are being lost forever. . .it’s terrible to lose something. (in Rice, 2014, pp. 7–8)

As the viability of music genres features increasingly as a topic for (applied) research in our discipline, it is important to keep a close eye on the way we characterize the issue. The words we choose—the rhetoric, the metaphors and analogies—reflect and reveal certain values and assumptions, and for this reason warrant careful consideration. Perhaps even more critically, they affect whether and how we take action against a perceived threat to, or loss of, music genres (for example by supporting communities to reinvigorate intergenerational transmission, secure funding, grow governmental support, or engage the media or music industry).