Welcome
I’m Andrew Mall, an author, teacher, researcher, and Associate Professor of Music at Northeastern University in Boston, Massachusetts. More about me and my work >>
God Rock, Inc.
The Business of Niche Music
Popular music in the twenty-first century is increasingly divided into niche markets. How do fans, musicians, and music industry executives define their markets’ boundaries? What happens when musicians cross those boundaries? What can Christian music teach us about commercial popular music? In God Rock, Inc., Andrew Mall considers the aesthetic, commercial, ethical, and social boundaries of Christian popular music, from the late 1960s, when it emerged, through the 2010s.
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EXTRAS
Northeastern Global News (2024). A new music streaming service –– Musi –– is turning heads with its free, silent ad-based platform that runs on audio from millions and millions of YouTube videos. Musi isn’t like major streamers like Spotify or Apple Music, but its entry into the streaming wars begs the question: Can anything compete with the likes of Spotify, or is the music streaming landscape set in stone?
Northeastern Global News (2024). The 2010 merger between Live Nation and Ticketmaster is “essentially unfixable,” says a Northeastern antitrust expert. But could the Justice Department take the incredible step of breaking up the two companies?
Northeastern Global News (2024). Billie Eilish recently called out artists who make multiple variants of the same vinyl like Swift does. But Swift is not the first artist to do this, said Andrew Mall, an associate music professor at Northeastern University. Swift is part of a larger trend of those “gamifying” vinyl collecting, where consumers will buy every variant of a record — whether they offer a different cover, record color, or bonus tracks — in order to complete their collection.
IASPM-US conference panel (2024). In 2023, our six-member team was on site in Birmingham, Alabama for five days, building upon over two years of prior research in 2021 and 2022. In this panel, four fieldwork team members share their findings along distinct themes. Together, we explore the ways in which community is substantiated and maintained at Furnace Fest.
MEIEA conference presentation (2024). What is the nature of hardcore, and how does hardcore nostalgia reflect its values and meet its needs? More than merely a marketing ploy, is hardcore nostalgia also an invitation to revisit and romanticize the anxieties of our youth; an attempt at a do-over; or perhaps even an act of emotional and mental self-care? In this presentation, we trace these trends in hardcore and emo to ask: what do we do with nostalgia that asks us to remember when we were young and angry and sad?
Leah Payne reviewed God Rock, Inc. for the Journal of Religion, Media and Digital Culture.
The Arkansas Traveler (2024). From Ariana Grande to Zach Bryan, TikTok has prevented many artists' music from syncing onto the social media platform. Reporter Mark Garcia quotes Andrew Mall’s insights recently published by the Associated Press.
The Quicky (podcast, 2024). Mamamia podcast house Claire Murphy speaks with Andrew Mall about the emerging licensing standoff between Universal Music Group and TikTok.
Get In Touch
If you’d like to know more about my work, invite me to speak, or interview me for your own project, drop me a line and let’s connect.