Richard Wagner: Self-Promotion and the Making of a Brand

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This is the first study to examine the innovative ways in which Wagner made himself a celebrity, promoting himself using every means available: autobiography, journal articles, short stories, newspaper announcements, letters, even his operas themselves, Vazsonyi reveals how Wagner created a niche for his works in the crowded opera market that continues to be unique.

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Editorial Reviews

From the Publisher
"It is ... a cracking good read as we learn about Wagner's abilities to turn himself into a 'brand' or to act as his own 'PR agent'. An important book, too, as Vazsonyi foregrounds an aspect of Wagner we hear too little about, re-aligning a great 19th-century figure through the filter of an avowedly 21st-century sensibility." —Opera

"...written with panache and élan, conveying with refreshing brevity a palpable sense of Wagner's indefatigable industry...the first scholarly text to take seriously Wagner's incessant self-promotional activity, Mr. Vazsonyi's book assumes considerable importance not only in musicology but also in the history of marketing." —Conor Farrington, Wall Street Journal

"The scholarship of Vazsonyi's study is solid; he knows the literature and is well read in current theory. Despite this, I am happy to report that his book is largely free of scholarship jargon. It also is relatively short, especially given the magnitude of the subject. Most importantly, it offers us a truly novel and illuminating take on the great, wily magician. This book is a most welcome addition to the library of literature on Wagner." —The Wagner Society of New York

'Vazsonyi's rigorous study is marvellously enlightening ...' —Laura Silverman,

"In a series of pithy, highly readable yet thoroughly documented chapters, Vazsonyi examines the way in which Wagner worked to develop what we would nowadays call his image..."
-Daniel Snowman,Opera

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Product Details

  • ISBN-13: 9780521519960
  • Publisher: Cambridge University Press
  • Publication date: 3/31/2010
  • Edition description: New Edition
  • Pages: 234
  • Product dimensions: 6.70 (w) x 9.80 (h) x 0.70 (d)

Meet the Author

Nicholas Vazsonyi is Associate Professor of German and Comparative Literature at the University of South Carolina.

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Table of Contents

1 Image 8

2 Publicity 46

3 Niche and branding 78

4 Consumers and consumption 127

5 Hub 169

Epilogue The Wagner industry 205

Bibliography 208

Index 219

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