Lost in The Supermarket? the evolving role of popular music and popular music products in the Immersive economy

Holly Tessler

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

5 Citations (Scopus)


This paper looks at the evolving role of popular music, musicians and music products in contemporary consumer culture. Using a case study methodology, the paper first makes the argument that through a process of retail curation,
music products are an increasingly core component in lifestyle branding, supported by Jenkins' theory of cultural convergence. In the second section of the paper, it is shown that popular music is essential to the creation of hybrid
products, where consumer behaviour is not centred around lifestyle branding, but rather that of experience branding. In the final third of the chapter I present the concept of the Immersive Economy, which extends the notion of the
experience economy to consider the ways in which independent brands work together to form brand meta-narratives, where consumers have a number of multifaceted yet unique brand interactions across discrete yet interrelated
Original languageEnglish
Title of host publicationCreative Industries Global Conference
Subtitle of host publicationLibro de Actas/Proceeding Book
EditorsVictoria Tur-Viñes, Irene García-Medina, Tatiana Hidalgo-Marí
Place of PublicationUniversity of Alicante, Spain
PublisherDigital World Collection of Mediterranean Journal of Communication
Number of pages7
ISBN (Electronic)978-84-617-9387-7
Publication statusPublished - 15 Mar 2018
EventCreative Industries Global Conference (CIGC) - Universidad de Alicante, Alicante, Spain
Duration: 30 Nov 20171 Dec 2017


ConferenceCreative Industries Global Conference (CIGC)


  • music branding
  • popular music
  • immersive economy
  • hybrid cultural products
  • retail curation
  • Glasgow
  • Pretty Green
  • Urban Outfitters
  • brand narratives


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