Abandoning Shelters: Christian Popular Music and Crossover Strategies
Conferences, Presentations Andrew Mall Conferences, Presentations Andrew Mall

Abandoning Shelters: Christian Popular Music and Crossover Strategies

IASPM-US conference presentation (2017). In this paper, I critically analyze the strategies of two crossover cases: Amy Grant, who became the first Christian pop singer with a number-one Billboard Hot 100 single following the 1991 release of “Baby, Baby,” and Tooth and Nail Records, a Christian metal and punk label whose artists straddle multiple margins, crossing over from one to another. In doing so, I build upon the works of Hebdige, Toynbee, Weisbard, and others to theorize crossover as a process through which niche markets change over time.

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Courses Andrew Mall Courses Andrew Mall

Historical Traditions: America

In this course, we will survey the musical heritage of the United States in various cultural and stylistic contexts. How has the musical diversity in the U.S. reflected this country’s social and cultural diversity? In what ways has the commercial marketplace affected American musical life? What values have informed the emergence, performance, and consumption of the various genres and styles of art, folk, popular, and sacred musics in the U.S.?

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“This is a chance to come together”: Subcultural Resistance and Community at Cornerstone Festival
Publications, Chapters Andrew Mall Publications, Chapters Andrew Mall

“This is a chance to come together”: Subcultural Resistance and Community at Cornerstone Festival

Congregational Music-Making and Community in a Mediated Age, Ashgate (2015). Based on historical research and ethnographic fieldwork in 2009–2012, including two summers volunteering as festival staff, this chapter examines the ways in which Cornerstone’s imagined community was constructed, manifested, perpetuated, and mourned. This work participates in a growing literature on contemporary Christian congregational music practices and contributes to scholarship in ethnomusicology and popular music studies that address explicitly peripheral musical activities.

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Worship Capital, Evangelicalism, and the Political Economy of Congregational Music
Conferences, Presentations Andrew Mall Conferences, Presentations Andrew Mall

Worship Capital, Evangelicalism, and the Political Economy of Congregational Music

SCSM conference presentation (2016). Building upon the works of Pierre Bourdieu, analyses of music industries, and contemporary discourses of intellectual property, this paper outlines a theoretical framework for the political economy of worship music and considers barriers to integrating this framework into our scholarship and practice. This research emerges from several years of ethnographic fieldwork at the Anchor Fellowship, a non-denominational evangelical church in Nashville, Tennessee, and advances the concept of “worship capital” to capture the various ways in which individuals and institutions invest in worship.

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Music Festivals as Scenes: Producing Ephemeral Space Annually at Cornerstone Festival
Conferences, Presentations Andrew Mall Conferences, Presentations Andrew Mall

Music Festivals as Scenes: Producing Ephemeral Space Annually at Cornerstone Festival

SEM conference presentation (2015). Based on interviews with festival staff, historical research, and ethnographic fieldwork in 2009–2012—including time working on the festival’s setup, stagehand, and teardown crews—this paper examines the production of space and place at Cornerstone Festival. In doing so, it contributes a vital link between scene theory and the growing ethnomusicological literature on festivals.

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Studying Worship Capital: Cultural Insiderness, Religious Outsiderness, and Political Economy in Evangelical Worship
Presentations, Guest lectures Andrew Mall Presentations, Guest lectures Andrew Mall

Studying Worship Capital: Cultural Insiderness, Religious Outsiderness, and Political Economy in Evangelical Worship

Yale ISM Fellows’ Lunch presentation (2015). The presence of capital in Christian worship is unmistakable, enabling individuals and institutions to participate in the production, distribution, mediation, and consumption of worship music. Performing artists, songwriters, and ministers operate in markets that shape the aesthetics of songs that congregations sing every Sunday morning. This worship economy, however, remains undertheorized in congregational music studies.

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“We Can Be Renewed”: Resistance, Renewal, and Worship at the Anchor Fellowship
Publications, Chapters Andrew Mall Publications, Chapters Andrew Mall

“We Can Be Renewed”: Resistance, Renewal, and Worship at the Anchor Fellowship

The Spirit of Praise, Penn State University Press (2015). Live music is integral to worship services, where aesthetics of charismatic worship and rock concerts often overlap. This chapter examines the ways in which the Anchor Fellowship’s theology, worship practices, and congregational music are co-constitutive. This work participates in a growing literature on contemporary Christian worship music practices and contributes to scholarship that addresses peripheral musical activities.

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Capital, Class, and Congregational Matters: The Political Economy of Worship Music
Conferences, Presentations Andrew Mall Conferences, Presentations Andrew Mall

Capital, Class, and Congregational Matters: The Political Economy of Worship Music

Christian Congregational Music conference presentation (2015). Building upon the works of Pierre Bourdieu (1984, 1986, 1993), Jacques Attali (1985), and contemporary discourses of intellectual property, how might we consider the ways in which other forms of capital (cultural, intellectual, religious, social, etc.) are implicated in these markets? How do markets mediate between distinct congregations and globalized worship industries? This paper outlines a theoretical framework for the political economy of worship music, considering the roles of capital(s) in its production, distribution, mediation, and consumption.

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From the Margins to the Mainstream: Two Crossover Cases
Conferences, Presentations Andrew Mall Conferences, Presentations Andrew Mall

From the Margins to the Mainstream: Two Crossover Cases

Embracing the Margins symposium presentation (2015). In a critical analysis of two crossover songs, I examine the ways in which ethics and aesthetics are implicated in crossover success—what Jason Toynbee and others have described as “mainstreaming,” and what Dick Hebdige has identified as the dominant culture’s integration of subcultural style via the commodity form. This paper thus moves beyond comparative or categorical definitions of margins and mainstreams to theorize the process of one becoming the other.

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Popular Music Margins Becoming Mainstreams: Amy Grant, Elliott Smith, and the Political Economy of Niche Markets
Presentations, Guest lectures Andrew Mall Presentations, Guest lectures Andrew Mall

Popular Music Margins Becoming Mainstreams: Amy Grant, Elliott Smith, and the Political Economy of Niche Markets

Brown Music colloquium presentation (2015). What happens when artists transcend the margins and their markets? I examine the ways in which ethics and aesthetics are implicated in crossover success—what Jason Toynbee (2002) has described as “mainstreaming,” and what Dick Hebdige (1979) has identified as the dominant culture’s integration of subcultural style via the commodity form. This paper thus moves beyond comparative or categorical definitions of margins and mainstreams to theorize the process of popular music in transition from one market to another.

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Histories and Industries: Music and Research in the Age of Digital Reproduction
Conferences, Presentations Andrew Mall Conferences, Presentations Andrew Mall

Histories and Industries: Music and Research in the Age of Digital Reproduction

HAIKU conference presentation (2014). A greater, more comprehensive historical understanding of our music industries can both increase our potential as scholars to enact and affect real change outside of the academy and our students’ potential to succeed in whatever area of musical inquiry, performance, or mediation they choose.

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Courses Andrew Mall Courses Andrew Mall

Music, Technology, and Audiences

Technology has been central to the production, distribution, and consumption of music throughout the history of the contemporary music industry. Electronic instruments and recording technologies expand the creative possibilities for artists; media—both in their broadcast and commodity forms—provide opportunities and challenges to music publishers, labels, and distributors; creative and business synergies are found by partnering with other culture industries; and interactive technologies disrupt the top-down industrial paradigm. This course examines the history and socio-cultural contexts of several specific technological developments in the music industry.

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Courses Andrew Mall Courses Andrew Mall

Disruptions in the Music Industry

Organizations and individuals in the music industry have long had to balance predictable and successful business and artistic practices against the need for innovation. Changes in such diverse areas as consumer taste, communications technology, copyright law, and recording media function as broad external forces that have preceded and predicated disruptions in the music industry: shifts that significantly alter both the ways in which business is conducted and the music industry’s landscape at large. In this class, we will examine several such case studies in-depth, with a goal of understanding the precedents, circumstances, and ramifications of disruptions throughout the history of the music industry.

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