Branding, Popular Music, and Young People
Edited By Nicholas Carah
‘I Pushed My Way to the Front with Every Band I Saw’: Mediating Live Music Cameras and screens Cell phones, digital cameras and web 2.0 are key devices through which young people experience and enjoy popular music culture. Young people create mediated texts that simultaneously textualize their experience of music festivals and construct brands as mobile media objects. In the previous chapter I examined how brands and young music fans create mythologies of authenticity around the per- formance of live music. I examined the affective meaning-making la- bor young people undertake in enjoying popular music. Their taste and meaning-making practices are harnessed and directed by brands. In this chapter I explore the media-making work that young people do as part of corporate brand-building. Young people perform brand- building labor at live music events and online. I organize this chapter around three media-making practices that brands foster: gathering data through young people’s interaction with corporate branded web- sites, textualizing corporate brands and live music performances on social networking sites, and mediating live performances with mobile devices. I aim to explore how young music fans perceive their en- gagement with branded space and their relationship with corporate brands. Creating an authentic branded self The Coke Live website simulates a live music festival in a space where every communicative action can be recorded.1 Young people participate in Coke Live by registering and building an avatar (a digi- tal character) on the Coke Live website. The avatar is a branded self, a virtual person...
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