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Chapter 4 Branding the Arts and Entertainment

DOI: 10.23912/978-1-906884-20-8-1439

ISBN: 978-1-906884-20-8

Published: April 2011

Component type: chapter

Published in: Key Issues in the Arts and Entertainment Industry

Parent DOI: 10.23912/978-1-906884-20-8-1361



Given the extraordinary changes in the global business environment within the past ten years, the pressures on arts and entertainment organisations to adapt are enormous. For example, as we saw in Chapter 2, the digital revolution has brought radical changes to many businesses in the creative and cultural industries, creating significant opportunities and threats for producers. The issues raised by this turbulent environment include intellectual property protection, user-led innovation, new routes to market for producers, celebrity culture, the power of online audience or fan communities, as well as multi-channel and multi-platform marketing — and the growth in the use of branding discourse within the arts and entertainment sector. This chapter explores the idea of arts and entertainment brands and branding in the context of the sector’s turbulent operating environment. Within this context, it continues to investigate the changing relationships between arts and entertainment consumers and producers. To talk of branding in relation to the arts (though less so entertainment) runs the risk of being accused of applying neo-liberal ideology to the sacred, and of daubing the altar of culture with the filthy marks of lucre. However, branding discourse has already penetrated the world of arts and entertainment. Arguably,a better line of resistance is to point to the culturalist idea of brands as signs. When speaking of culture in relation to the arts and entertainment, we are therefore on home territory and able to mobilise a range of constructs and arguments which help to frame a critical view of branding in this area. This chapter attempts this very line of resistance.

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  • Daragh O’Reilly (Author)

For the source title:

  • Ben Walmsley, University of Leeds (Editor)

Cite as

O’Reilly, 2011

O’Reilly, D. (2011) "Chapter 4 Branding the Arts and Entertainment" In: Walmsley, B. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-20-8-1439


Arvidsson, A. (2006) Brands: Meaning and Value in Media Culture, London: Routledge.


Du Gay,P., Hall, S., Janes, L. and Mackay, H. (1996) Doing Cultural Studies: The Story of the Sony Walkman, London:Sage.

Hesmondhalgh, D. (2007) The Cultural Industries, 2nd edn, London:Sage.

Hudson,S. and Hudson,D. (2006) 'Branded entertainment: a new advertising technique or product placement in disguise?', Journal of Marketing Management, 2006, 22, 489-504.


Schroeder,J.E. and Salzer-Morling, M. (2005) Brand Culture, London: Routledge.

Shelley, P. (2009) Percy Bysshe Shelley: The Major Works, Oxford: Oxford University Press.


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Published in Key Issues in the Arts and Entertainment Industry

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