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Artist Brand Transformations: A Geological Perspective

Lookup NU author(s): Professor Andrew Lindridge


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Using a Deleuzian assemblage theory lens and informed by a qualitative methodology exploration of David Bowie’s (1947-2016) 50-year career, this paper develops a geology of brand transformation. We find that brand stratification, consumer heterogeneity and noise and silence are important processes in an artist brand’s ability to evolve over time.

Publication metadata

Author(s): Eagar T, Lindridge AM, Martin D

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: Consumer Culture Theory Conference 2022

Year of Conference: 2022

Online publication date: 07/07/2022

Acceptance date: 02/04/2018