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Abstract
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
brands.
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
brands.
Original language | English |
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Title of host publication | Creative Industries Global Conference |
Subtitle of host publication | Libro de Actas/Proceeding Book |
Editors | Victoria Tur-Viñes, Irene García-Medina, Tatiana Hidalgo-Marí |
Place of Publication | University of Alicante, Spain |
Publisher | Digital World Collection of Mediterranean Journal of Communication |
Chapter | 4 |
Pages | 41-47 |
Number of pages | 7 |
Volume | 12 |
ISBN (Electronic) | 978-84-617-9387-7 |
DOIs | |
Publication status | Published - 15 Mar 2018 |
Event | Creative Industries Global Conference (CIGC) - Universidad de Alicante, Alicante, Spain Duration: 30 Nov 2017 → 1 Dec 2017 |
Conference
Conference | Creative Industries Global Conference (CIGC) |
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Country/Territory | Spain |
City | Alicante |
Period | 30/11/17 → 1/12/17 |
Keywords
- music branding
- popular music
- immersive economy
- hybrid cultural products
- retail curation
- Glasgow
- Pretty Green
- Urban Outfitters
- brand narratives
Fingerprint
Dive into the research topics of 'Lost in The Supermarket? the evolving role of popular music and popular music products in the Immersive economy'. Together they form a unique fingerprint.Activities
- 1 Participation in conference
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Creative Industries Global Conference (CIGC)
Tessler, H. (Invited speaker)
30 Nov 2017 → 1 Dec 2017Activity: Participating in or organising an event › Participation in conference