Ugandan Music in the Marketing Era

The Branded Arena

Authors: Pier, David G.

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About this book

David G. Pier offers an ethnographic study of the Senator Extravaganza traditional dance competition in Uganda, 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.

About the authors

David G. Pier is Assistant Professor in the Department of African, African American, and Diaspora Studies at the University of North Carolina, Chapel Hill, USA. An ethnomusicologist studying music and cultural politics in Africa and the United States, his work has been published in such leading journals as Africa.

Reviews

"Ugandan Music in the Marketing Era is an exemplary African case study of social entrepreneurship. International companies exploit local artists while replicating empowerment and public health discourse. NGO advocates, politicians, emerging entrepreneurs, and businessmen invest in music, drama, and dance. They negotiate their well-being in the world through marketing Ugandan performance, while performers try to self-promote and cultural brokers labor to preserve local expressive forms. I hope we will see more ethnographies like this in the future." - Louise Meintjes, author of Sound of Africa!: Making Music Zulu in a South African Studio

"Here is a pearl of Africanist scholarship that will foster new conversations among scholars of performance, development studies, and commodity history. Pier's multi-faceted study weaves together meticulous ethnography, economic critique, and musical analysis in a timely account of cultural production in the era of trade-not-aid. He shows how Ugandan musicians and marketers imbue 'promotion' with complex valences in the interlocking registers of traditional laudatory forms, NGO-driven demands for an entrepreneurial ethos, and globalized professional advertising." - Tsitsi Jaji, author of Africa in Stereo: Modernism, Music, and Pan-African Solidarity


Table of contents (8 chapters)

  • Introduction

    Pier, David G.

    Pages 1-27

  • The Senator Extravaganza as a Marketing Project

    Pier, David G.

    Pages 29-52

  • Interlude

    Pier, David G.

    Pages 53-61

  • “Discover Our Land, Our Cultures”: The Musical Imagination of a Multiethnic Nation

    Pier, David G.

    Pages 63-84

  • Women’s Groups and Their Politics of Musical Promotion

    Pier, David G.

    Pages 85-114

Buy this book

eBook $74.99
price for USA (gross)
  • ISBN 978-1-137-54697-5
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $95.00
price for USA
  • ISBN 978-1-137-54939-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.

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Bibliographic Information

Bibliographic Information
Book Title
Ugandan Music in the Marketing Era
Book Subtitle
The Branded Arena
Authors
Copyright
2015
Publisher
Palgrave Macmillan US
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-1-137-54697-5
DOI
10.1057/9781137546975
Hardcover ISBN
978-1-137-54939-6
Edition Number
1
Number of Pages
XI, 205
Topics