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Ubiquitous Listening"Affect, Attention, and Distributed Subjectivity"$
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Anahid Kassabian

Print publication date: 2013

Print ISBN-13: 9780520275157

Published to California Scholarship Online: September 2016

DOI: 10.1525/california/9780520275157.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 31 July 2021

Would You Like Some World Music with Your Latte?

Would You Like Some World Music with Your Latte?

Starbucks, Putumayo, and Distributed Tourism

Chapter:
(p.84) 6 Would You Like Some World Music with Your Latte?
Source:
Ubiquitous Listening
Author(s):

Anahid Kassabian

Publisher:
University of California Press
DOI:10.1525/california/9780520275157.003.0006

The label Putumayo and the various music businesses of Starbucks offer occasions to consider the relationship between affective marketing and world music. Considering a range of scholarship on world music, I argue that their similar—but significantly different—strategies have led to a form of distributed subjectivity that I term “distributed tourism.” Using the idea of entanglement from quantum physics, I argue that listeners are distributed across two places in the act of listening, and that that phenomenon underpins a particular form of affective marketing addressed to the group that Putumayo calls “cultural creative” and that Bryant Simon has termed the “creative class.”

Keywords:   world music, retail music, Starbucks, Putumayo, distributed subjectivity, distributed tourism, entanglement, creative class, affective marketing, listening, affect

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