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Ugandan Music in the Marketing Era : The Branded Arena (Hardcover) (David G. Pier)

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In 2005, a multinational corporation, East African Breweries Ltd. (EABL), launched a traditional dance competition in Uganda, the Senator National Cultural Extravaganza. Across the country, local groups were called upon to perform their regional traditional dance styles, and also to compose and perform original songs and dances in praise of Senator Extra Lager, a brand of beer EABL designed specifically for poor rural markets. David G. Pier offers an ethnographic study of the Senator Extravaganza, and the performers, marketers, and other actors who were involved in it. Pier illustrates the event as part of a broader moment in Ugandan and African public culture - one in which marketing is playing an increasingly dominant role. He considers how geographical images of the traditional "village" and the cosmopolitan "town" are being artistically renewed and revised within contemporary economic, political, and technological articulations.

Number of Pages: 205.0
Genre: Music, Political Science, Social Science
Sub-Genre: Globalization, Anthropology / Cultural, Ethnomusicology
Format: Hardcover
Publisher: Palgrave Macmillan
Author: David G. Pier
Language: English
Street Date: October 25, 2015
TCIN: 50179783
UPC: 9781137549396
Item Number (DPCI): 248-03-7127

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