Branding, Popular Music, and Young People
Edited By Nicholas Carah
Music…as It Should Be: The Work of Meaning Making Meaning making The meaning-making activity of music fans is a form of immaterial labor. Their activity produces the immaterial content of commodities and the social context of production (Arvidsson 2005, Hearn 2008, Terranova 2000). In this chapter I explore the affective product of young people’s labor. By affective I mean the enjoyment, shared meanings, values, and mythologies of authenticity produced by young people through their involvement with popular culture. Young people’s taste and meaning-making practice is central to making brands valuable mobile media objects. In chapter three I extend this argument by illustrating how meaning-making is channeled into me- dia-making practices. These two chapters explore Coca-Cola’s Coke Live and Virgin’s V music festivals. I begin with Virgin’s and Coca- Cola’s manifestos of authenticity before exploring the way young people engage with these brands’ rhetorical claims around the per- formance of live music.1 This enables an examination of the contrived and constructed character of authenticity within popular culture. The real music manifesto For the 2009 V festival, global brand Virgin attempted to rehabilitate pop music pariah Vanilla Ice. As part of Virgin’s Right Music Wrongs campaign Vanilla Ice was contracted to publicly repent for his musical sins. Right Music Wrongs set out to have snarky and cynical fun with musical taste. Vanilla Ice was put ‘on trial.’ If the public voted him innocent he would play live at the V festival, if he was voted guilty he would be forced to...
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.