Actually subiminal messages is not a new fangled toy. Back in the 70's advertisers were already toying with this possibility, by inserting 1 frame out of let's say every 500 frames with the text like "Go and buy this NOW!!", on TV ads. What we call the power of persuasion.
Then the activists came in drove to protest this, is when it gained wide spread knowledge. In the 80's religious groups were really HOT on this topic, trying to tell the world that listening to rock music is a sin. They will give sermons on the hidden messages in rock music, and playback the purported messages for the congregation to hear. Well the main idea is to win more 'supporters & members' to their sect.
I remember seeing a documentry on this report.
Like they say, it's how you interpret it. If you take it as word to follow, then you are falling into a trap. But if you take it as a warning, to be on your guard, then you can be more safe. You have to reason it morally, if the song tells you live sucks and not worth living and you really falls for it, then you are the biggest sucker in the world.
Look around, go smell the roses, not the dung.