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Youth culture, music, and cell phone branding in China

Massachusetts Institute of Technology, USA, jing{at}mit.edu

This article tracks the relationship between music and youth culture in China in the context of transnational cell phone branding. A research project conducted by the author as a participant observer/temporary marketing researcher at the Beijing office of transnational advertising agency, Ogilvy, is used to explore a primary academic concern: in what terms should we understand the relationship between music, youth culture, and cool culture in metropolitan China? The article examines the place of music in an emerging brand-conscious youth culture in China and examines what this means for the single-child generation. It questions the assumption that there is a simple equation between cool youth and cool music and concludes by placing the discussion in the context of musical subcultures and musical tribal cultures in China.

Key Words: advertising • branding • cell phones • China • ‘cool’ • marketing • mobile music • music culture • youth culture

Global Media and Communication, Vol. 1, No. 2, 185-201 (2005)
DOI: 10.1177/1742766505054633


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