Cultural Branding Through Music Video : Jessie Reyez's Advocacy for Indigenous Rights / Amara Pope.

Format:

Video

Author/Creator:

Pope, Amara, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Marketing.

Marketing--Social aspects.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

System Details:

video file

Summary:

This study explores how Jessie Reyez, a prominent Canadian artist, employs the medium of music videos to shed light on the mistreatment of Indigenous people. Drawing on Reyez's critiques of the educational system's omission of Indigenous history, the case explores her efforts to challenge societal narratives through her performances on stage, on social media, and in her music. The focus is on Reyez's 2020 release "INTRUDERS," an animated music video that serves as an allegory for the historical and contemporary injustices faced by Indigenous communities, with a global appeal but the potential for a Canadian-specific context. This case applies theoretical frameworks of semiotics, star studies, narrative analyses, and cultural marketing to analyze the music video "INTRUDERS." Through this interdisciplinary approach, students will examine how musical artists have the potential power to engage in political movements and reshape discourses in popular culture through their performances in interviews, music lyrics, and music videos. Attention is given to the ethical complexities in artists' use of cultural branding to engage in Black Lives Matter movements and advocacy for Indigenous rights while commodifying their performances. The case becomes a conduit for readers to grapple with the complex intersection of artistic expression and activism, particularly in the context of Indigenous rights in Canada. Through the analysis of Jessie Reyez's music video "INTRUDERS," readers will be prompted to critically examine the role of multimedia, such as music videos, in shaping cultural narratives, fostering social change, and amplifying marginalized voices.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071975503

1071975501

OCLC:

1483993128