dancing in the stardom
TRANSCRIPT
Dancing in the StardomRecording Industry and Grassroots Marketing
Agnese Vellar Department of Social Sciences - Università di Torino
ESA - Sociology of Culture Conference
Università Bocconi, 8 October 2010
new markets
2
Recording industry in the Web 2.0
Major labels
Indie labels
digital distribution
e-commerce
participatory cultures
file sharing
networked technologies
«Music How, When, Where You Want It. But Not Without Addressing Piracy»
Diversify! Educate and Punish!New way to distribute music.
2009: 27% of the music industries revenues come from digital channels
“Graduated response approach”(deals with ISP).
Legal battle against file sharing services and p2p users.
à-la-carte download model
centralized platform for HQ music videos
ad-supported services
handset makers
(IFPI Report, 2010)
4
Affective economies
Swedish indie music transnational audience
(Baym & Burnett, 2009)
grassroots marketing
Jarvis Cockerindie rock
(Beer, 2008)
Li Yuchun pop national idol
(Yang, 2009)
Rate, tag, translate, MP3 Blog,
distribute bootlegs
Fans as promoters:
social and cultural rewards
Talent show
promotional packages charity foundationanti-piracy campagin
Live performances Networked collectivismMySpace profile
Tori Amossongrwiter
(Farrugia & Gobatto, 2010)
Pop music Indie music
(Jenkins, 2006)
Ethnographic research
construct a celebrity persona!
harness the free work of fans!
Shakira(Colombian)
Marco Mengoni(Italian)
Lady Gaga(US)
Italian fan base of grasroots promoters
1.construct a celebrity
persona!
to create an affective relationship between musiciants and fans
Shakira: the philantropyst
Mango and Unicef
Branded products
Barefoot foundation Online self
Ethnic and bilingual
Mengoni: the reality-celebrity
Talent show Backstage moments
Videomessages and online diaries
(Curnutt, 2009)
Broadcast Tv
Content sharing
@perezhilton i wish i had been there, you are a wonderful friend, only you would party all night/free cuba in the morning
Lady Gaga: queen of social media My Daddy had open heart surgery today. And after long hours, and lots of tears, they healed his broken heart, and mine. Speechless.
Performance of the intimate self to reduce social distance
videomessages
Happy 4th of July little monsters! I can smell you from backstage. Lipstick, whiskey, and the rat pack. F*ck I love AC. X Mother Monster
fan video and pictures
engage
2.harness the free work
of fans!
to outsource the promotional activities
Street team portal
Group leader coordinates the local team (composed by 2 to 10 streetteamer).
Moderator moderate the public forum, coordinate the local teams and share the flyers.
Professional Staff: «Our motto is “Fan just wanna have fun”. Our aim is to let fans participate in the carrier of their favourite artists to knock down the wall that in the past keep separate recording industry and fans.»
Mengoni: flashmob
«In every city. In every villages. All over the world. You too. All Me too. Everyone together. Let’s dance together»
online audience online performances & offline performance live audience
Shakira: Waka Waka dance
«Every child in the world should have access to an education. This time dance with me for this one goal. […] 1 Song, 1 dance, 1 goal».
online audience online performances & offline performance live audience
Lady Gaga: Flash mob contest
costuming
“Performative consumption” (Hills, 200)
challange
Pop music cultures in the Web 2.0new media company:
harness
“collective intelligence” collaborative construction of
shared knowledge
stardom recording industrytransmedia music star:
sport eventtalent show social media
loyal consumers
grasroots performance(online and offline)
performativecunsumption
harnessing
“participative stardom”
