Music, Marketing and Megachurches

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.

You can download this interview, and subscribe to receive our weekly podcast, on iTunes. If you enjoyed it, please take a moment to rate us . And remember, you can use our Amazon.co.uk, Amazon.com, or Amazon.ca links to support us at no additional cost when buying academic texts, scuba gear, garden gnomes, and more.