Dancing in the Stardom: Recording Industry and Grassroots Marketing
ESA Research Network Sociology of Culture Midterm Conference: Culture and the Making of Worlds, October 2010
15 Pages Posted: 16 Oct 2010
Date Written: October 16, 2010
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: Suggested Citation