Presenting marketing through music: Alpen sind immer wunderschön

ABSTRACT

We propose music with accompanying liner notes as an unconventional device to capture and present marketing and consumer culture. Music allows researchers to craft a holistic experience out of a combination of elements that are present in the studied phenomena. It is a meaningful complement to other modes of alternative investigations and representations that have flourished in marketing and consumer research lately. Together with academic liner notes, i.e. the textual material that complements the music, the production of music has the potential to somewhat disrupt the linear legacy of how research results are typically presented and offers different opportunities for dissemination, since it speaks directly to the human ear. Our main contribution is a song that showcases these issues: ‘Alpen sind immer wunderschön’ performed by Postmödern talking sans frontièrs avéc fromage [the song can be found on Apple Music and Spotify searching for the title and/or the artist name.].

KEYWORDS:

• Music
• marketing
• consumer culture
• representation
• tourism
• experience

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/0267257X.2022.2117840