Despite the hypervisibility of a constellation of female pop stars, the music business is structured around gender inequality. As a result, women in the music industry often seize on self-branding opportunities in fashion, cosmetics, food, and technology for the purposes of professional longevity. Extending Play: The Feminization of Collaborative Music Merchandise in the Early Twenty-First Century (Oxford UP, 2023) examines the ubiquity of brand partnerships in the contemporary music industry through the lens of feminized labor, to demonstrate how female artists use them as a resource for artistic expression and to articulate forms of popular feminism through self-commodification. In this book, author Alyxandra Vesey examines this type of promotional work and examines its proliferation in the early 21st century.

Though brand partnerships exist across all media industries, they are a distinct phenomenon for the music business because of their associations with fan club merchandise, concert merchandise, and lifestyle branding, often foregrounding women's participation in shaping these economies through fan labor and image management. Through textual and discourse analysis of artists' songs, music videos, interviews, social media usage, promotional campaigns, marketing strategies, and business decisions, Extending Play investigates how female musicians co-create branded feminine-coded products like perfume, clothes, makeup, and cookbooks and masculine-coded products like music equipment as resources to work through their own ideas about gender and femininity as workers in industries that often use sexism and ageism to diminish women's creative authority and diminish the value of the recording in order to incentivize musicians to internalize the demands of industrial convergence.

By merging star studies, popular music studies, and media industry studies, Extending Play proposes an integrated methodology for approaching contemporary cultural history that demonstrates how female-identified musicians have operated as both a hub for industrial convergence and as music industry professionals who use their extramusical skills to reassert their creative acumen.

Alyxandra Vesey is Assistant Professor in Journalism and Creative Media at the University of Alabama. Her research focuses on the gendered dynamics of creative labor in the music industries. Her work has appeared in Journal of Cinema and Media Studies, Feminist Media Studies, Television and New Media, Journal of Popular Music Studies, Camera Obscura, Velvet Light Trap, and Emergent Feminisms: Complicating a Postfeminist Media Culture. Alyxandra on Twitter.

Bradley Morgan is a media arts professional in Chicago and author of U2's The Joshua Tree: Planting Roots in Mythic America. He manages partnerships on behalf of CHIRP Radio 107.1 FM, serves as a co-chair of the associate board at the Gene Siskel Film Center of the School of the Art Institute of Chicago, and volunteers in the music archive at the Old Town School of Folk Music. Bradley Morgan on Twitter.

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Wilderness Society - August 2022