Promotional Ubiquitous Musics: Recording Artists, Brands, and “Rendering Authenticity”

摘要

As the music industry pursues new revenue streams and consumer brands seek out new means to differentiate themselves from one another amid considerable marketing clutter, the music and advertising industries have come together as perhaps unlikely partners. This paper examines the permeation of mainstream media and commercial spaces by music whose intent is not only to promote its artist, but also a sponsoring brand—what I term “promotional ubiquitous musics.” I argue that the shift toward licensing original songs by recording artists is consistent with brands' increasing efforts to speak to consumer “identities” in a manner perceived as “authentic.”View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/03007766.2011.601569