New Books In Communications

Despite the hypervisibility of a constellation of female pop stars, the music business is structured around gender inequality. As a result, women in the music industry often seize on self-branding opportunities in fashion, cosmetics, food, and technology for the purposes of professional longevity. Extending Play: The Feminization of Collaborative Music Merchandise in the Early Twenty-First Century (Oxford UP, 2023) examines the ubiquity of brand partnerships in the contemporary music industry through the lens of feminized labor, to demonstrate how female artists use them as a resource for artistic expression and to articulate forms of popular feminism through self-commodification. In this book, author Alyxandra Vesey examines this type of promotional work and examines its proliferation in the early 21st century. Though brand partnerships exist across all media industries, they are a distinct phenomenon for the music business because of their associations with fan club merchandise, concert merchandise, and lif