ポピュラー音楽文化を媒介する企業活動

DOI Web Site 被引用文献1件

書誌事項

タイトル別名
  • Corporate Activity as Mediating Platform for Popular Music
  • ポピュラー オンガク ブンカ オ バイカイ スル キギョウ カツドウ クラブ イベント ニ オケル キギョウ スポンサー ノ ジレイ カラ
  • A Case Study of the Corporate Sponsorship and the Club Event
  • クラブ・イベントにおける企業スポンサーの事例から

この論文をさがす

抄録

This article discusses the sponsorship by a beer manufacturer of a hip-hop club event. Hip-hop culture is on the one hand defined in terms of its sub-cultural practices. On the other hand, it has a commercial aspect, of which the record industry is a platform. This propensity is common to all other types of popular music culture, including rock. In existing literature, the commercial aspect of popular music was understood to be viable only because of the existence of record industry. However, the, commercial aspect of popular music in marketing operations has not been paid adequate attention, despite the fact that it is not a rare phenomenon. Hence my raising the example of the beer maker's sponsorship of a hip-hop club event. First, I point out that the beer manufacturer not only uses hip-hop culture according to its business plans, but also is conscious of the cultural authenticity of hip-hop culture. Second, I discuss how organizers go about running the event taking into consideration the thinking of the beer industry. Finally, I conclude that the mediating platform for hip-hop culture is not limited to the record industry but is open to other-such as the manufacturing-industry as well.

収録刊行物

被引用文献 (1)*注記

もっと見る

キーワード

詳細情報 詳細情報について

問題の指摘

ページトップへ