recent discussions reminded me of the book "Unmarketable: Brandalism,
Copyfighting, Mocketing, and the Erosion of Integrity" by anne
elizabeth moore.
"For years the do-it-yourself (DIY)/punk underground has worked
against the logic of mass production and creative uniformity,
disseminating radical ideas and directly making and trading goods and
services. But what happens when the underground becomes just another
market? What happens when the very tools that the artists and
activists have used to build word of mouth are coopted by corporate
America? What happens to cultural resistance when it becomes just
another marketing platform?
Unmarketable examines the corrosive effects of corporate infiltration
of the underground. Activist and author Anne Elizabeth Moore takes a
critical look at the savvy advertising agencies, corporate marketing
teams, and branding experts who use DIY techniques to reach a youth
market?and at members of the underground who have helped forward
corporate agendas through their own artistic, and occasionally
activist, projects."
though the book is written from the perspective of someone who was an
active participant in the "industy" that surrounded the underground
punk scene and makes no mention of theo & addidas or ghostly & hummer
or juan & ford or the general attempts at co-opting the underground
techno scene by the mainstream beginning in the late 90's, it could
just as easily have been written by someone who was an active
participant in the underground techno scene instead (and be just as
valid).
- (313) marketing to the underground [EMAIL PROTECTED]
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