Academic journal article Communication Research Trends

Barfoot Christian, Elizabeth. (Ed.). Rock Brands: Selling Sound in a Media Saturated Culture

Academic journal article Communication Research Trends

Barfoot Christian, Elizabeth. (Ed.). Rock Brands: Selling Sound in a Media Saturated Culture

Article excerpt

Barfoot Christian, Elizabeth. (Ed.). Rock Brands: Selling Sound in a Media Saturated Culture. Lanham, MD: Lexington Books, 2011. Pp. xxiii, 353. ISBN 978-0-7391-4634-7 (cloth) $100.00; 978-0-7371-4635-4 (paper) $39.99; 978-0-7391-4636-1 (e-book) $39.99.

While media studies acknowledges the business side of communication and marketing considers advertising strategies, few people bring the two together in a systematic fashion. Elizabeth Barfoot Christian takes a first step in remedying this with a volume devoted to the branding and marketing of rock music genres. "The book's core objective is to understand how established mainstream artists/bands are continuing to market themselves in an ever-changing technological world" (p. xi). The 17 chapters examine a range of bands and performers--from KISS to Elvis to Ozzy Osbourne--offering studies of marketing strategies or challenges. Each of the book's three sections examines a different situation for contemporary music.

The first section considers successful branding by established artists. Chapters focus on KISS (Barfoot Christian), AC/DC and Walmart (Barfoot Christian), The Osbourne family (Jacqueline Lambiase), Miley Cyrus and the transition to adult performer (Deborah Clark Vance), Phish (Jordan McClain), and Internet fandom (Daniel Cochece Davis, Bryan P. …

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