The parallax of art and commerce: UK jazz musicians on marketing

Hdl Handle:
http://hdl.handle.net/10149/94407
Title:
The parallax of art and commerce: UK jazz musicians on marketing
Authors:
Macaulay, M. (Michael)
Affiliation:
University of Teesside
Citation:
Macaulay, M. (2007) 'The parallax of art and commerce: UK jazz musicians on marketing', Jazz Research Journal, 1 (2), pp.225-238.
Publisher:
Equinox Publishing Ltd
Journal:
Jazz Research Journal
Issue Date:
Nov-2007
URI:
http://hdl.handle.net/10149/94407
Abstract:
This article adds to art versus commerce debate by introducing the thoughts of eight professional jazz musicians. Our article suggests that other studies of marketing in music are flawed either methodologically (e.g. Kubacki and Croft, 2004) or, more crucially, conceptually (e.g. Holbrook, 2005). We feel that too many discussions have misconceived of the debate by positing art and commerce at opposite ends of a spectrum, allowing for some degree of (theoretical or actual) concord in between. As such musicians are classified as artists, who “sell out” to commerce, or else mere commercial players who have no business calling themselves artists. We argue that the debate of art versus commerce is misconceived: it is not a spectrum but rather a parallax, a space between opposites that cannot be bridged and remains forever apart. The parallax shift is therefore one of perspective, which enables two opposites to co-exist without meeting in the middle. This paper therefore offers fresh insight into current problems identified in arts marketing theory by outlining the thoughts of leading artists themselves. In addition, the paper argues that marketing is an extremely important tool to ensure a sustainable UK jazz scene.
Type:
Article
Language:
en
Keywords:
marketing; music; jazz; art; commerce
ISSN:
1753-8645
Rights:
Author cannot archive post-print (ie final draft post-refereeing). Can display abstract only. [Email from Equinox Publishing]
Citation Count:
0 [Web of Science and Scopus, 17/03/2010]

Full metadata record

DC FieldValue Language
dc.contributor.authorMacaulay, M. (Michael)en
dc.date.accessioned2010-03-17T13:48:49Z-
dc.date.available2010-03-17T13:48:49Z-
dc.date.issued2007-11-
dc.identifier.citationJazz Research Journal; 1 (2): 225-238en
dc.identifier.issn1753-8645-
dc.identifier.urihttp://hdl.handle.net/10149/94407-
dc.description.abstractThis article adds to art versus commerce debate by introducing the thoughts of eight professional jazz musicians. Our article suggests that other studies of marketing in music are flawed either methodologically (e.g. Kubacki and Croft, 2004) or, more crucially, conceptually (e.g. Holbrook, 2005). We feel that too many discussions have misconceived of the debate by positing art and commerce at opposite ends of a spectrum, allowing for some degree of (theoretical or actual) concord in between. As such musicians are classified as artists, who “sell out” to commerce, or else mere commercial players who have no business calling themselves artists. We argue that the debate of art versus commerce is misconceived: it is not a spectrum but rather a parallax, a space between opposites that cannot be bridged and remains forever apart. The parallax shift is therefore one of perspective, which enables two opposites to co-exist without meeting in the middle. This paper therefore offers fresh insight into current problems identified in arts marketing theory by outlining the thoughts of leading artists themselves. In addition, the paper argues that marketing is an extremely important tool to ensure a sustainable UK jazz scene.en
dc.language.isoenen
dc.publisherEquinox Publishing Ltden
dc.rightsAuthor cannot archive post-print (ie final draft post-refereeing). Can display abstract only. [Email from Equinox Publishing]en
dc.subjectmarketingen
dc.subjectmusicen
dc.subjectjazzen
dc.subjectarten
dc.subjectcommerceen
dc.titleThe parallax of art and commerce: UK jazz musicians on marketingen
dc.typeArticleen
dc.contributor.departmentUniversity of Teessideen
dc.identifier.journalJazz Research Journalen
ref.citationcount0 [Web of Science and Scopus, 17/03/2010]en
or.citation.harvardMacaulay, M. (2007) 'The parallax of art and commerce: UK jazz musicians on marketing', Jazz Research Journal, 1 (2), pp.225-238.-
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