Pop Brands

Branding, Popular Music, and Young People

by Nicholas Carah (Author) Nicholas Carah (Volume editor)
Monographs XXII, 202 Pages
Series: Mediated Youth, Volume 11


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 different perspectives and the lively interface between them.


XXII, 202
ISBN (Hardcover)
ISBN (Softcover)
Publication date
2010 (April)
randing branding popular music young people new media interactive media mobile media marketing critical theory cultural theory culture
New York, Bern, Berlin, Bruxelles, Frankfurt am Main, Oxford, Wien, 2010. XXII, 202 pp., num. ill.

Biographical notes

Nicholas Carah (Author) Nicholas Carah (Volume editor)

The Author: Nicholas Carah is a Lecturer in Communication at the School of Journalism and Communication at the University of Queensland, Australia. He was awarded his Ph.D. from the University of Queensland in 2008. His research examines the interrelationship between corporate brands, popular culture, and interactive media.


Title: Pop Brands