Dancing in the Stardom: Recording Industry and Grassroots Marketing

15 Pages Posted: 16 Oct 2010

See all articles by Agnese Vellar

Agnese Vellar

University of Turin - Department of Social Sciences

Date Written: October 16, 2010

Abstract

New media changed the relationship between the recording industry and fans. The Internet allow fans to share copyrighted music in p2p and Web 2.0 platforms. Recording industry reacted mainly with “prohibitionist” strategies, while cultural scholars argue that a “collaborationist” approach is needed with the aim to create an “affective economy.” In this paper, I describe the strategies of major labels to create a fanbase of grassroot promoters. During an ethnographic research, I've identified different forms of grassroots marketing (“street team,” “flash mob,” “mission”). I argue that labels try to harness “participative stardom”: a “music star” is created thanks to transmedia strategies (online presence and TV appearances during media events and talent shows), then labels outsource promotional activities to fans rewarding them with branded products and the opportunity to meet artists.

Keywords: Recording Industry, Fandom, Grassroots Marketing, Street Team, Flash Mob

Suggested Citation

Vellar, Agnese, Dancing in the Stardom: Recording Industry and Grassroots Marketing (October 16, 2010). ESA Research Network Sociology of Culture Midterm Conference: Culture and the Making of Worlds, October 2010, Available at SSRN: https://ssrn.com/abstract=1693102

Agnese Vellar (Contact Author)

University of Turin - Department of Social Sciences ( email )

Torino
Italy

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