During the 20th century, the media has exploded to include radio, television and most recently and perhaps influentially, the Internet. Music has been a big part of this new emerging “mediapolois”, moving from a mostly stand-alone medium, to part of a marketing matrix of people, places and industries. Today, music’s meaning is more often part of a branded ecosystem, not limited to entertainment, but part of the experience of everyday life, including religion. Evangelical churches and, increasingly, New Religious Movements use music as part of a branding exercise that helps to transform them from local congregations into a transnational enterprise.
To discuss music, marketing and contemporary religion, David Robertson sat down with Dr. Tom Wagner
, an ethnomusicologist, percussionist
and lecturer at the Reid School of Music in Edinburgh. They discuss the long history of the use of music in promoting evangelical congregations, and the transformation that came with the development of recording and broadcast technologies. Tom describes his research and fieldwork with Hillsong, an evangelical church movement with an international reach who use music both in their worship and their branding. Later, they discuss the use of music in Scientology, to create and maintain a particular aesthetic, and how Tom sees this research developing in the future.
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