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Streben Nach Momentum: Musikkultur Zwischen Marken Und Medienplattformen
Paperback
Series: Musikwirtschafts- Und Musikkulturforschung
ISBN13: 9783658466589
Publisher: Springer vs
Published: Dec 20 2024
Pages: 343
Weight: 0.97
Height: 0.76 Width: 5.83 Depth: 8.27
Language: German
Seit der industriellen Produktion von Notendrucken nutzen Unternehmen Musik, um ihre Marken zu entwickeln und zu etablieren. Diese Studie beleuchtet die vielfältigen Formen der Verbindung von Marken und Musik, von den gebrandeten Radioshows im frühen 20. Jahrhundert bis hin zu den modernen, integrierten Musik-Dachmarken von Red Bull, der Telekom oder Seat. Sie zeigt, wie die Beziehungen zwischen Marken und Musik im Verlauf der Geschichte verändert wurden. Dabei lenkt sie erstmals den Blick auf die Rolle neuer Medienentwicklungen in diesem Prozess. Anhand der innovativen Methode einer digitalen, fokussierten und verteilten Ethnographie wird die besondere Rolle digitaler Plattformen für gegenwärtige gebrandete Musikkultur in den Blick genommen.
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