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ETD Abstract Container

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Bands and Brands: The Relationship Between Bands and the Commercials They Soundtrack

Kirtner, Ellen R
http://rave.ohiolink.edu/etdc/view?acc_num=kent1376767931

Abstract Details

2013, MA, Kent State University, College of Communication and Information / School of Media and Journalism.
Today's up-and-coming musician faces considerable difficulty in marketing and selling his or her work. The barriers to entry for traditional channels like commercial radio are extremely high, and the online market for music is saturated with artists. Music and advertising trade publications praise music licensing for television commercials as a solution to this problem; these authors advise artists to use licensing deals as a way to make a paycheck and take their work to new markets. Existing research, however, has not fully explored the ways licensing for television can affect an artist's brand and career. This study employed a case study methodology rooted in deconstruction to investigate the relationship between an advertiser and the band that provides the music for its commercial, as well as the means by which a commercial licensing spot can impact an artist's brand. Minneapolis-based indie band Now, Now and its first major licensing spot, a Windows 8 commercial, served as the study's focus. Textual analyses of the commercial and select marketing and PR materials from the band, combined with expert interviews with key members of the band's team, provided an in-depth view of the commercial's affects in context of the band's career.
Bob Batchelor (Advisor)
Gene Shelton (Committee Member)
Ben Whaley (Committee Member)
76 p.
Mass Communications; Music
music licensing; commercial licensing; music in commercials; music branding;

Recommended Citations

Citations

  • Kirtner, E. R. (2013). Bands and Brands: The Relationship Between Bands and the Commercials They Soundtrack [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1376767931

    APA Style (7th edition)

  • Kirtner, Ellen. Bands and Brands: The Relationship Between Bands and the Commercials They Soundtrack. 2013. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1376767931.

    MLA Style (8th edition)

  • Kirtner, Ellen. "Bands and Brands: The Relationship Between Bands and the Commercials They Soundtrack." Master's thesis, Kent State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1376767931

    Chicago Manual of Style (17th edition)

kent1376767931
962
© 2013, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.