...Linda Ryan Bengtsson; Jessica Edlom Purpose This article examines the ways in which the popular music industry markets artists through integrated transmedia marketing campaigns. These campaigns unfold across multiple media and create multiple pathways for audience engagement, particularly fan...

...Chinedu James Obiegbu; Gretchen Larsen; Nick Ellis Purpose The purpose of this paper is to explore how the act of expressing criticism against a music brand fits with the identity and practices associated with being a loyal fan of that brand. Design/methodology/approach Drawing on insights...