David Bowie is considered a complete brand of music and popular culture for the last 50 years. The keys to create his identity were his differentiating values in the universe of pop, the innovative concepts he used on his work to be on fire for such a long creative period, his capacity to make his work a profitable one, his image and his musical discourse.
As a changing and transforming artist, his creativity to build an indelible place in the market, among the audience and society, puts David Bowie in the pantheon of the great personal brands.
Was it Bowie’s strategic work or the result of a sharp intuition that took him to transmit to all audiences (not only to his followers) his bold, innovative and cyclically disruptive image that fitted so well in the market?
Which were the creative ideas that conducted the creation of such and innovative and coherent personal brand?
Was David Bowie the only beneficiary of this own image or did other brands combine their image to create their own brand?
To be able to enrich our work and our worldview, what can we learn as social researchers, students and artists from David Bowie as an example of someone who builds his own brand?
Oriol Costa will present and moderate a talk among Denis O’Regan (Bowie’s photographer) and Dr. Jones, director of Found in Music. Through pictures, stories lived next to Bowie in the international tours and his music, in this session we will try to understand the differentiating values of the artist in the pop universe, and the innovative concepts he artistically used to be present and innovative for such a long creative period of time.
Denis O’Regan. Rock-music photographer and Bowie’s official photographer in three of his international tours
Denis O’Regan is a rock-music photographer from London. His photos are specially associated to punk subculture, the queen, David Bowie and Duran Duran. He has taken pictures of everybody: from AC/DC through ZZ Top, documenting Punk, Pop, New Romanticism, Grunge and Heavy Metal along the way. Denis was David Bowie’s official photographer of his 1983, 1987 and 1990 international tours, and he also had access to Bowie’s life behind the scenes and to his life on the road at a time when his reputation was booming. Denis has produced several books, including David Bowie’s world tour Serious Moonlight. His work has been published in magazines such as Time, Life, Newsweek, Rolling Stone and GQ, as well as in music journals around the world. After the successful exhibition ‘Bowie: Fame Fashion Photography,’ in London in 2016, O’Regan took the exhibition ‘David & I’ on tour in the United Kingdom.
Dr. Julia Jones. Director of Found in Music
Dr. Julia Jones is the founder and executive director of Found in Music, a business consulting company. For more than 20 years, this company has specialized in the use of music in business and health. Their customers include the Mayor of London, Gibson Guitars, Virgin and Santander. Julia began exploring David Bowie’s work back in year 2000, when she was analyzing his financial model, the ‘Bowie Bonds,’ for her MBA thesis. Lately, in her doctoral research she studied the music taste related to ageing. This work showed the influence of music exposure during youth and the long-term effects to iconic musicians such as David Bowie. At present she is helping brand customers to use Bowie’s songs to connect with their clients.
Oriol Costa. Journalist and professor of the Master in Brand Strategy and Creative Management
Oriol Costa holds a bachelor in History and Journalism. During the last 25 years he has worked mainly in the field of contents creation for media such as La Vanguardia and Cadena SER, the Barcelona City Hall, the Institute of Culture, and advertising agencies such as El Sindicato, where he had the chance to develop various web projects. He worked also as the creative manager for the producing company Sofa Experience, as well as for the strategic planning company Planners AD Value, and he worked as a communication manager for Morison ACPM consulting and auditing company. Over the last few years, Oriol Costa works as a collaborator professor of the Master in Brand Strategy and Creative Brand Management at the UPF Barcelona School of Management (UPF), giving lectures on the development of Brand Manifestos.
VENUE and DATE
UPF Barcelona School of Management Auditorium (address: Balmes 132-134)
July, 19th at 7pm
After Talk at the rooftop with cold drinks and DJ set