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Chapter 6 Socio Cultural Music Branding

DOI: 10.23912/978-1-908999-52-8-2266

ISBN: 978-1-908999-52-8

Published: May 2013

Component type: chapter

Published in: Music, Markets and Consumption

Parent DOI: 10.23912/978-1-908999-52-8-2009

Abstract

All of the issues in the preceding chapter come under the heading of meaning. Although there is some acknowledgement within the marketing discipline of the notion of brand meanings, relatively little attention has been paid to an underlying theory of cultural meaning. In order to deal with this, it is helpful to turn to cultural studies and a socio-cultural approach to branding. In this chapter, a framework is proposed for how music brands are created. Branding discourse is not good at understanding the meaning of arts and entertainment offerings. Because branding terminology has been largely developed by business academics, practitioners and intermediaries, it is a very blunt instrument in the cultural arena. By framing something or someone as a brand, the speaker invokes a particular way of speaking, a discursive repertoire, or a lens, which focuses on certain features of a phenomenon and pushes others out of focus. In fact, a serious failure of mainstream branding theory as applied by commercial marketers is its failure, relatively speaking, to handle the cultural dimensions of arts brands. It is unhelpful to apply commercial branding terminology to arts and entertainment brands without carefully considering the cultural context, the social interaction between all of the stakeholders, what meanings are generated and understood around the specific musical project or scene, what art-generic conventions apply, and what ideologies and values inform production and consumption practices in the project in question.

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Contributors

  • Dr Daragh O’Reilly, University of Sheffield (Author)
  • Dr Gretchen Larsen, King’s College London (Author)
  • Dr Krzysztof Kubacki, Griffith University (Author)

For the source title:

  • Dr Daragh O’Reilly, University of Sheffield (Author)
  • Dr Gretchen Larsen, King’s College London (Author)
  • Dr Krzysztof Kubacki, Griffith University (Author)

Cite as

O’Reilly, Larsen & Kubacki, 2013

O’Reilly, D.D., Larsen, D.G. & Kubacki, D.K. (2013) "Chapter 6 Socio Cultural Music Branding" In: O’Reilly, D.D., Larsen, D.G. & Kubacki, D.K. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-908999-52-8-2266

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