Selling the Night

When Club Culture Meets Brands, Advertising & The Creative Industries

Author: Andy Crysell

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Description

They say nothing good happens after midnight, but in the case of creativity, that's just not so. The night fosters a different kind of creativity: something urgent, spontaneous, carved out of necessity. Tracking the past, present and future of this complex, often contradictory dynamic. Selling The Night explores what happens when this creativity influences wider culture and converges with everything from media, advertising, design and to gaming, fashion, hospitality, alcohol, beauty, tourism and far beyond. Also, as importantly, the implications of brands taking space within dance music as sponsors and supporters. Selling The Night speaks to DJs, promoters, marketers, academics, activists, archivists, policy makers, photographers, writers and designers. It samples KFC through to Fiorucci, Absolut and Red Bull, and moves from New York disco to the modern global underground. It witnesses how ideas migrate from subculture to influence the creative industries. It goes in search of lessons in improving the value exchange between dance music and brands, seeking something more symbiotic and less parasitic. All the while, it celebrates what makes after-dark ideas so special - the unique and democratising role they play.

Critic Reviews

"So much has changed in dance music over the decades. Selling The Night offers a very timely look at the role that brands and culture marketing have played in the past and will play in the future" - Kazim Rashid, Resident Advisor
"The friction created when youth subcultures meet corporate cultures is long overdue a deconstruction, 'Selling The Night' is necessary reading on how and why there is a transfer of time and money between consumer brands and cultural ecosystems; and what both sectors have to gain and lose through these relationships." -Finlay Johnson, Association For Electronic Music

About the Author

Andy Crysell spent the 1990s as a music journalist, interviewing a who's who of pioneers for publications like NME, The Face, Muzik, i-D, Mixmag and DJ. In recent years, he has founded successful agencies in London, Amsterdam, LA, New York, and Sydney, crafting global cultural strategies for clients like Nike, adidas, Apple, Netflix, Spotify and Ballantine's. He divides his time between London and Brooklyn, and still spends as much of it close to big speakers and under stroboscopic lights as life permits.