Critically assess fandom in popular music as a strategy for gaining control over consumption.

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Critically assess fandom in popular music as a strategy for gaining control over consumption

During his career, Elvis Presley sold more than 500 million records and grossed over $180 million at the box office. Since his death in 1977, the star's sales have actually increased. He still has over 400 fan clubs and a vast loyal following. One can point at a variety of plausible explanations for his popularity after death; the man was a musical and lyricist genius; he was extremely fortunate to break into the music industry when a gap in the market was more than available; he was young and incredibly good-looking; and he was marketed to the American (and world) public as a person to be idolized, by men or women (Stromberg,1990:p12). It is more than likely that all of these explanations are valid in helping Elvis become one of the most popular, revered music stars of his, or any other, generation. However, because of his natural talent and handsome features, 'Elvis the marketing tool' was the perfect instrument to attract mass consumerism through gaining popular appeal, or more acutely, a serious case of fandom.

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