Branding, Music, and Religion: Standardization and adaptation in the experience of the “Hillsong Sound”

Thomas Wagner

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract

This chapter analyses the interplay of branding, music, and religious discourse at the London branch of Hillsong Church, an Australia-based trans-national evangelical Christian church that brands itself through its distinctive musical offerings. The production of the church’s music is centered on its flagship church in Australia, and disseminated across its network through standardized recorded and performative forms. Despite this standardization, interviews with congregation members based in Hillsong’s London branch revealed a branded experience of the music in which imagined ideas of London and Australia were shaped through extra-musical communication, giving otherwise objective elements of music distinct subjective qualities.
Original languageEnglish
Title of host publicationReligion as Brands
Subtitle of host publicationNew Perspectives on the Marketization of Religion and Spirituality
PublisherAshgate Publishing
Pages59-73
ISBN (Print)978-1-4094-6755-7
Publication statusPublished - 1 Jan 2014

Keywords

  • Branding
  • Music
  • Ethnomusicology
  • Religion
  • evangelical Christianity
  • popular music

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