Marketing and materiality in the popular music transmedia of Gorillaz’ Plastic Beach

Abstract

The entertainment complexes of narrative transmedia contain few instances based in popular music. However, those that exist provide intriguing case studies, highly distinct from those based in film and television. The most fully realized of these, Gorillaz’ Plastic Beach (2010), is rich in visual media typical of popular music culture, including sleeve art, animated music videos. The tangible materiality foregrounded in these visuals stems from the main ecological theme of the album: the disposability of plastic waste. Using methods of analysis of the original texts, and a survey of the networked fan practices that respond to them, the essay theorizes that the material and haptic invitation in these visuals is at odds with the diminishing presence of physical consumables within popular music culture. It then argues that fans enter into this gap with their own creative practices, making and playing with hand-made or customized objects inspired by Plastic Beach, activating unexploited, marketing potential within the album. Although current applications of this research are limited due to the low frequency of popular music transmedia case studies, it points the way forward to theoretically more successful marketing strategies in the future.