Book Review: Gender, Branding, and the Modern Music Industry, by Kristin J. Lieb

Abstract

Kristin J. Lieb Gender, Branding, and Modern Music Industry. New York: Routledge Press, 2013. 194 pp.The introduction of MTV to world in 1981 not only Killed Radio Star (MTV's first music video) but also shifted consumption of music from a predomi- nantly audio medium, to one which highlighted visual performance of music. This subject, specifically trajectory of female pop music stars' careers, is subject of Kristin Lieb's book.Gender, Branding, and Modern Music Industry includes data gathered in twenty-one extensive interviews with industry insiders, citing identified sources as well as anonymous contributors. Their frank assessment of sexism that dominates music industry is somewhat surprising, yet assuredly insightful.Lieb's fundamental argument is that while music industry is constantly chang- ing, emphasis on female appearance, and particularly one's sexuality, is a con- stant in world of female pop music stars. By interrogating the social forces underlying patterned and problematic representation of female artists, readers can more fully understand how they become so culturally embedded in today's society (p. 164).Chapter 1 establishes theoretical basis of book by identifying relevant research in sociology, mass communication, and communication studies. Lieb intro- duces notion of Cultural Diamond based on work of Wendy Griswold. The interaction between four key elements-the social world, a cultural object (in this case female artist), creator (the music industry and artist herself), and receiver (or consumer) of music serves as a basis to understand sociological process of constructing female pop music stars. Together with theory, Lieb combines a variety of theoretical constructs to complete framework for studying female pop music stars. Here, Lieb suggests that critical theory is insufficient to explain this phe- nomenon. However, in final analysis of life cycle of female pop music stars (Chapter 6), she draws largely from critical theory scholars, so while it is true that book approaches topic with a broad scope of academic literature, critical theory undoubtedly plays a significant role in conclusions reached.Chapter 2 merges two previously separate components of branding: short-term and person brand. This concept serves as basis for much of analysis that follows. In addition, Lieb explores various strategies, such as an artist's accessibil- ity, which may be used to keep brand relevant. Chapter 3 chronicles evolving nature of music industry (post-MTV) with particular attention to success of sales operations such as Amazon and impact of new technological avenues for obtaining music.Chapters 4 and 5 explore phases through which most successful female pop music stars must traverse. Using wide-ranging examples of artists from Madonna, Brittney Spears, Lady Gaga, Katy Perry, and others, Lieb analyzes evolution of their careers. The phases begin with stereotypic good girl and progress through roles labeled with more explicitly sexual overtones (i.e., temptress, whore, diva) and conclude with less commonly achieved phases such as self-imposed exile, protected status (generally by a male figure), and, finally, legends. …