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Dancing in the StardomRecording Industry and Grassroots Marketing

Agnese VellarDepartment of Social Sciences - Universit di Torino

ESA - Sociology of Culture Conference

Universit Bocconi, 8 October 2010

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new markets

2

Recording industry in the Web 2.0

Major

labels

Indie

labels

digital distribution

e-commerce

participatory cultures

filesharing

networked technologies

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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 industriesrevenues come from digital channels

Graduated response approach

(deals with ISP).

Legal battle against file sharingservices and p2p users.

-la-carte

download model

centralized platform

for HQ music videos

ad-supportedservices

handset makers

(IFPI Report, 2010)

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4

Affective economies

Swedish indie musictransnational audience(Baym & Burnett, 2009)

grassrootsmarketing

Jarvis Cockerindie rock

(Beer, 2008)

Li Yuchunpop national idol

(Yang, 2009)

Rate, tag, translate, MP3 Blog,distribute bootlegs

Fans as promoters:

social and cultural rewards

Talent show

promotional packagescharity foundationanti-piracy campagin

Live performances Networked collectivismMySpace profile

Tori Amossongrwiter

(Farrugia & Gobatto, 2010)

Pop music Indie music

(Jenkins, 2006)

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Ethnographic research

construct acelebrity persona!

harness the freework of fans!

Shakira(Colombian)

Marco Mengoni(Italian)

Lady Gaga(US)

Italian fan base of grasroots promoters

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1.construct a celebrity

persona!

to create an affective relationshipbetween musiciants and fans

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Shakira: the philantropyst

Mango and Unicef

Branded products

Barefoot foundation Online self

Ethnic and bilingual

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Mengoni: the reality-celebrity

Talent show Backstage moments

Videomessagesandonline diaries

(Curnutt, 2009)

Broadcast Tv

Content sharing

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@perezhilton i wish i had been there, you area wonderful friend, only you would party allnight/free cuba in the morning

Lady Gaga: queen of social mediaMy 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 intimateself to reduce social distance

videomessages

Happy 4th of July little monsters! I can smellyou from backstage. Lipstick, whiskey, andthe rat pack. F*ck I love AC. X MotherMonster

fan video and pictures

engage

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2.

harness the free workof fans!

to outsource the promotionalactivities

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Street team portal

Group leadercoordinates the local team(composed by 2 to 10streetteamer).

Moderatormoderate the public forum,coordinate the local teamsand 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.

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Mengoni: flashmob

In every city. In every villages. All over the world. You too. All

Me too. Everyone together. Lets dance together

online audience

online performances & offline performance

live audience

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Shakira: Waka Waka dance

Every child in the world should have access to an education. Thistime dance with me for this one goal. [] 1 Song, 1 dance, 1 goal.

online audience online performances & offline performance live audience

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Lady Gaga: Flash mob contest

costuming

Performative consumption (Hills, 200)

challange

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Pop music cultures in the Web 2.0new media company:

harness

collective intelligencecollaborative construction ofshared knowledge

stardomrecording industrytransmedia music star:

sport eventtalent show

social media

loyalconsumers

grasroots performance(online and offline)

performative

cunsumption

harnessing

participative stardom

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agnesevellar@gmail.comhttp://agneseh.wordpress.com/

http://twitter.com/agneseh

Thank you!