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In Concert: the Coordination of Popular Music, Youth Practices, and Lifestyle Marketing

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In Concert: the Coordination of Popular Music, Youth Practices, and Lifestyle Marketing IN CONCERT: THE COORDINATION OF POPULAR MUSIC, YOUTH PRACTICES, AND LIFESTYLE MARKETING Leslie M. Meier BComm, University of Saskatchewan, 2003 THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS In the School of Communication O Leslie M. Meier 2006 SIMON FRASER UNIVERSITY Summer 2006 All rights reserved. This work may not be reproduced in whole or in part, by photocopy or other means, without permission of the author. APPROVAL Name: Leslie Meier Degree: Master of Arts Title of Thesis: In Concert: The Coordination of Popular Music, Youth Practices, and Lifestyle Marketing Examining Committee: Chair: Dr. Garry McCarron Assistant Professor, School of Communication - - Dr. Martin Laba Senior Supervisor Associate Professor and Director, School of Communication Dr. Richard S. Gruneau Supervisor Professor, School of Communication Dr. Giskle M. Baxter External Examiner Sessional Faculty, Department of English University of British Columbia Date DefendedJApproved: u~nmwnl~SIMON FRASER brary DECLARATION OF PARTIAL COPYRIGHT LICENCE The author, whose copyright is declared on the title page of this work, has granted to Simon Fraser University the right to lend this thesis, project or extended essay to users of the Simon Fraser University Library, and to make partial or single copies only for such users or in response to a request from the library of any other university, or other educational institution, on its own behalf or for one of its users. The author has further granted permission to Simon Fraser University to keep or make a digital copy for use in its circulating collection, and, without changing the content, to translate the thesislproject or extended essays, if technically possible, to any medium or format for the purpose of preservation of the digital work. The author has further agreed that permission for multiple copying of this work for scholarly purposes may be granted by either the author or the Dean of Graduate Studies. It is understood that copying or publication of this work for financial gain shall not be allowed without the author's written permission. Permission for public performance, or limited permission for private scholarly use, of any multimedia materials forming part of this work, may have been granted by the author. This information may be found on the separately catalogued multimedia material and in the signed Partial Copyright Licence. The original Partial Copyright Licence attesting to these terms, and signed by this author, may be found in the original bound copy of this work, retained in the Simon Fraser University Archive. Simon Fraser University Library Burnaby, BC, Canada Summer 2006 ABSTRACT This thesis examines how the cultivation of stardom and genre communities has fostered and expanded the cross-promotional function of popular music. While emphasis is placed on the role visual media have played in the commodification of celebrity "personalities," calculated brand images are not positioned as unique to the mainstream. The central argument is that the promotional power of music within global multimedia apparatuses has not only allowed for unprecedented commercial clout for mainstream pop stars, but has also created advertising niches for "independent" musicians. The relationship between cultural meanings derived by subcultures and their interpretation within lifestyle marketing is evaluated. Key themes include debates around musical authenticity and commercialization, music as an art industry, and problematic cultural hierarchies embedded within competitive youth practices. This discussion analyses how the cachet afforded by rebellious and individualistic youth tastes is harnessed within a marketplace that caters to "personalization" and niche markets. Keywords: popular music; marketing; youth culture; sound recording industry; celebrity To my mother, for listening to my endless ideas, and my father, for providing steady support. ACKNOWLEDGEMENTS This thesis would not have been possible without the feedback and support of a number of people at Simon Fraser University's School of Communication. In particular, I would like to extend my sincerest gratitude to my senior supervisor, Martin Laba. Martin provided an encouraging yet challenging environment for me as I explored the various facets of popular music's relationship to promotional practices-and to his credit, managed to subdue my numerous neuroses. My thanks also go out to Rick Gruneau, who played a valuable role on my supervisory committee. Moreover, as a new student to the discipline of Communication, I found the faculty members involved with my coursework to be significant players in my academic development. As such, I would like to acknowledge the importance of the guidance of Zoe Druick, Gary McCarron, and Catherine Murray over the work that led up to this thesis. In addition to faculty members, I would like to extend special thanks to my uncle, Neil Soiseth, for volunteering to undertake the arduous task of editing this thesis. Furthermore, acknowledgments are deserved by the School of Communication's excellent staff. The assistance and remarkable patience of Neena Shahani, Lucie Menkveld, Monique Cloutier, and Denyse Zenner facilitated the completion of this work. Lastly, I am grateful for the generous funding provided by the Social Sciences and Humanities Research Council (SSHRC) Canada Graduate Scholarship program, which enabled me to pursue this research. TABLE OF CONTENTS .. Approval .........................................................................................................................11 ... Abstract ............................................................................................................................ ill Dedication ....................................................................................................................iv Acknowledgements ............................................................................................................ v Table of Contents ...........................................................................................................vi ... List of Acronyms and Abbreviations ........................................................................... viii Chapter 1: Introduction ....................................................................................................1 1.1 Defining the Topic: Popular Music and the Media Environment ............................1 1.2 Statement of Approach: The Interdisciplinary Study of Popular Music ..................5 1.3 Mapping the Terrain: An Outline of Chapters ......................................................... 7 Chapter 2: Manufacturing the "Total Entertainment Package": Tracing the Roots of Popular music. Visuals. and Stardom. 1890-1990 .....................11 2.1 Introduction ...................................................................................................... 11 2.2 Watching Since the Beginning: From Music Hall to Mediated Visuality ............. 12 2.3 Commodifying the Image: The Emergence of the Radio/Film Star ...................... 15 2.4 Return on Image: "Star Loyalty" and Consumer Role Models ............................. 18 2.5 Televising Pop: The "Previously Branded" versus the Brand New ......................22 2.6 Targeting Teen Dollars: Rock and Roll Imagery and Mass Merchandizing ......... 25 2.7 Narrowing the Target: Music Television and Market Segmentation..................... 28 2.8 Conclusion ............................................................................................................. 30 Chapter 3: The Global Entertainment Apparatus: Considering the Industrial Context of Popular Music Production and Promotion ...............................32 Introduction ............................................................................................................ 32 Anglo-American Production. Global Distribution: Multinational Entertainment Conglomerates in Historical Context ............................................. 33 Industry Standards: Perspectives on Corporate "Creativity" ................................. 37 Hit or Miss: Music Industry Responses to Market Risk ........................................ 45 Popular Music Brands: Categorizing Genres. Segmenting Audiences .................. 48 Changing the Promotional Channel: From Segregation to Collaboration ............. 52 Conclusion ............................................................................................................ -55 Chapter 4: Popular Music and Lifestyle: An Examination of the Complementary Dynamics between Marketing and Meaning .................................... 57 4.1 Introduction ........................................................................................................... .57 4.2 Subcultural Theory, An Overview: Conflict. Style. and Identity .......................... 59 4.3 Perpetual Youth: Selling Subversion. Resisting Marketing? .................................62 4.4 "Us and Them": Genre Communities and Designed Distinction ..........................68 4.5 Macro Markets. Micro Identities: Music and Customization in the Global Marketplace-The Sounds of Difference ..............................................................75 4.6 Conclusion .............................................................................................................83 Chapter 5: "Equal Opportunity Opportunism": Authenticity and Economic Value ................................................................................................................85
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