EAN: 9781433105647

POP BRANDS - NICHOLAS CARAH GEBUNDEN

Corporations engage young people and musicians in brand-building activities. These activities
unfold in media-dense social spaces. Social networking sites  the user-generated content of web
2.0  live music events  digital cameras and cell phones are all used in constructing valuable
brands. This book addresses the integration of popular music culture  corporate branding  and
young people's mediated cultural practices. These intersections provide a rich site for
examining how young people build brands within spaces and practices that they perceive as
meaningful. The book is based on extensive ethnographic empirical research  drawing on
participant observation  textual analysis and interviews with young people  musicians 
marketers and other participants in the cultural industries. Contemporary theories of marketing
and branding are brought together with critical and cultural accounts of mediated social life.
The book explores the distinctive concerns and debates of these differentperspectives and the
lively interface between them.

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