Lost in The Supermarket?: the evolving role of popular music and popular music products in the Immersive economy



Tessler, Holly ORCID: 0000-0001-6455-9733
(2018) Lost in The Supermarket?: the evolving role of popular music and popular music products in the Immersive economy. In: Creative Industries Global Conference : Libro de Actas/Proceeding Book. University of Alicante,Alicante, Spain, pp. 41-47. ISBN 9788461793877

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Abstract

This paper looks at the evolving role of popular music, musicians and music products in contemporary consumer culture. Using a case study methodology, the paper first makes the argument that through a process of retail curation, music products are an increasingly core component in lifestyle branding, supported by Jenkins' theory of cultural convergence. In the second section of the paper, it is shown that popular music is essential to the creation of hybrid products, where consumer behaviour is not centred around lifestyle branding, but rather that of experience branding. In the final third of the chapter I present the concept of the Immersive Economy, which extends the notion of the experience economy to consider the ways in which independent brands work together to form brand meta-narratives, where consumers have a number of multifaceted yet unique brand interactions across discrete yet interrelated brands.

Item Type: Book Section
Additional Information: Chapter other title: Lost in The Supermarket? El papel en evolución de la música popular y los productos de música popular en la economía inmersiva
Uncontrolled Keywords: Beatles, consumer behaviour, cultural branding, cultural convergence, hybridity, Immersive Economy, music industries, popular music, retail curation
Depositing User: Symplectic Admin
Date Deposited: 22 Feb 2019 09:45
Last Modified: 19 Jan 2023 01:03
DOI: 10.14198/MEDCOM/2017/12_cmd
Open Access URL: https://www.mediterranea-comunicacion.org/pages/vi...
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3033046