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Overview

Rock Brands: Selling Sound in a Media Saturated Culture, edited by Elizabeth Barfoot Christian, is an edited collection that explores how different genres of popular music are branded and marketed today. The book's core objectives are addressed over three sections. In the first part of Rock Brands, the authors examine how established mainstream artists/bands are continuing to market themselves in an ever-changing technological world, and how bands can use integrated marketing communication to effectively 'brand' themselves. This branding is intended as a protection so that technology and delivery changes don't stifle the bands' success. KISS, AC/DC, Ozzy Osbourne, Phish, and Miley Cyrus are all popular musical influences considered in this part of the analysis. In the second section, the authors explore how some musicians effectively use attention-grabbing issues such as politics (for example, Kanye West and countless country musicians) and religion (such as with Christian heavy metal bands and Bon Jovi) in their lyrics, and also how imagery is utilized by artists such as Marilyn Manson to gain a fan base. Finally, the book will explore specific changes in the media available to market music today (see M.I.A. and her use of new media) and, similarly, how these resources can benefit music icons even after they are long gone, as with Elvis and Michael Jackson. Rock Brands further examines gaming, reality television, and social networking sites as new outlets for marketing and otherwise experiencing popular music. What makes some bands stand out and succeed when so many fail? How does one find a niche that isn't just kitsch and can stand the test of time, allowing the musician to grow as an artist as well as grow a substantial fan base? Elizabeth Barfoot Christian and the book's contributors expertly navigate these questions and more in Rock Brands: Selling Sound in a Media Saturated Culture.

Product Details

ISBN-13: 9780739146354
Publisher: Lexington Books
Publication date: 12/22/2010
Edition description: New Edition
Pages: 344
Product dimensions: 5.90(w) x 8.90(h) x 0.90(d)

About the Author

Elizabeth Barfoot Christian is assistant professor of journalism at Louisiana Tech University.

Table of Contents

Introduction xi

Part I Leaving a Lasting Impression-Why Branding Works 1

1 Kiss Your Money Goodbye: Why Fans Can't Get Enough of the Biggest Rock Brand in History Elizabeth Barfoot Christian 3

2 Highway to Heavenly Profits: The Marriage of AC/DC and Walmart Elizabeth Barfoot Christian 23

3 The Family Osbourne: A Narrative of Domesticity Tames and Enriches the Godfather of Heavy Metal Jacqueline Lambiase 39

4 "Moving Her Hips, Like, Yeah": Can Miley Survive the Hannah Brand? Deborah Clark Vance 57

5 Birds of a Feather? Positioning Phish in Relation to the Grateful Dead in Rolling Stone Album Reviews Jordan McClain 79

6 Fandom of the Internet: Musician Communication with Fans Daniel Cochece Davis Bryan P. Delaney Heidi M. Kettler 101

Part II Image Is Everything-How Religion and Politics Play in Pop Music Culture 117

7 Manson's R + J: Shakespeare, Marilyn Manson, and the Fine Art of Scapegoating Charles Conaway 119

8 Leading People to Rock: Evangelism in the Music of Bon Jovi Mary Nash-Wood Staci Parks Elizabeth Barfoot Christian 139

9 It's Still Rock and Roll to Me: Christian Heavy Metal and the Problem of Authenticity Jeremy V. Adolphson 153

10 Sight and Sound: How a Louis Vuitton Advertisement Defines Rock and Roll Heather Pinson 177

11 Kanye West: A Critical Analysis of Mass Media's Representation of a Cultural Icon's Rhetoric and Celebrity Hazel James Cole 195

12 Country Crooners and FOX News: Country Music and the FOX Brand Dave Robinson 213

Part III Outlasting Your 15 Minutes-Making the Medium Work for You in Life and Death 233

13 "If You Catch Me at the Border I Got Visas in My Name": Borders, Boundaries, and the Production of M.I.A. Mary Beth Ray 235

14 Your "American Idol": The Intersection Between Reality Television, Ideology and the Music Industry in Popular Culture Alison Slade 255

15 Gaming the Guitar: Aerosmith, Metallica, The Beatles, and the Music Video Game Revolution Bob Batchelor 273

16 How Much Does It Cost If It's Free? The Selling (Out) of Elvis Presley Michael Bertrand 291

17 When Death Goes Digital: Michael Jackson, Twenty-First Century Celebrity Death, and the Hero's Journey Elizabeth Barfoot Christian Dedria Givens-Carroll 325

Acknowledgments 339

Index 341

About the Contributors 349

About the Editor 353

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