Pop Brands

The book explores the intersection of popular music culture and corporate branding, focusing on how young people engage in brand-building activities within media-rich environments. Through extensive ethnographic research, including interviews and participant observation, it examines the meaningful spaces and practices young individuals utilize, such as social networking sites and live music events. By integrating contemporary marketing theories with critical cultural perspectives, the work highlights the dynamic relationship between branding and youth cultural practices in today's digital landscape.