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Jump, Jive and Fail: The ’90s Swing Craze

Decoder Ring

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Swing Revival: Between Culture and Commercialization

This chapter explores the cultural and economic disparities in the late '90s swing revival, emphasizing how the mainstream often sidelined its original creators. It details the innovative advertising strategy of The Gap, which sought to rejuvenate their brand through swing dance and music, leading to increased sales and cultural visibility. Ultimately, the chapter reflects on the complexities of commercialization within the swing scene, highlighting the mixed feelings of excitement and resentment from its artists and dancers.

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