Special issue on Music, Advertising and Transmedia Storytelling
Editors: Eduardo Viñuela and Cande Sánchez-Olmos
The Mediterranean Journal of Communication is a peer-review publication and it accepts texts in Spanish, English, Portuguese, Italian and French. The deadline for submissions is April 30th 2017 and the issue is expected to be published in July 2017. You can find more information in the following links: CFP in English, CFP en español.
Music is important for brands because it creates value and engagement, and turns consumers into fans. Music and advertising have always reproduced their relationship in different media (press, radio, Tv, internet), and their adaptation to the codes and dynamics of each medium is a challenge for the implement of innovative narratives. Nowadays, media convergence has opened new ways of transmediality that multiply the possibilities of interaction among music and advertising. Thus, brands have begun to produce music as a strategy to improve their status and to profit from the values of music. In this context of media convergence and participative culture, it is necessary to approach the new procedures, codes and transmedia storytelling that brands are developing to engage with a demanding, disperse and disloyal target.
In this special issue we aim to analyze the relationship of music and advertising in the contemporary context, approaching the relevance of transmedia storytelling, branded content and new forms of audiovisual advertising. But we are also interested in case studies that run across different periods and in the strategies of revival and nostalgia that are commonly used in advertising.
The following topics are especially welcome, though editors are open to other perspectives or approaches:
– Music as advertising: songs, music videos, concerts or festivals.
– Links between brands and musicians: celebrity endorsements patronage, product placement, etc.
– Musical identity of brands: genres, discourses and targets.
– New relationships between music, image and text in a digital environment.
– The history of music in advertising: case studies, revivals and nostalgia.
– Music in the apps: new strategies in advertising
– Transmedia storytelling in the promotion of released albums.
– User Generated Content and fans.
Please do not hesitate to contact the editors if you have any questions:
Eduardo Viñuela: vinuelaeduardo(at)uniovi.es
Cande Sánchez-Olmos: cande.sanchez(at)ua.es