A fully international and scholarly analysis integrating the unique popular music sector both within arts marketing and current marketing and consumption theories. It gives a full overview and coverage of music, marketing and cultural policy, and the emerging academic study of the sector. This book draws upon marketing and consumer studies theory to think through a range of issues within the music business, including: Music as a 'product' Musical brands The music "consumer" The marketing of live music Musical tribes The musician as marketer The music business environment. Music, Markets and Consumption offers an up-to-date business-theoretical reading of the music business which complements viewpoints from other disciplines. It will be a much needed new perspective for students and scholars in music studies, cultural studies, marketing and consumer studies who wish to gain further insight into commercial aspects of music.