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In Making Value, Timothy D. Taylor examines how people's conceptions of value inform and shape their production and consumption of music. Drawing on anthropological value theory, Taylor theorizes music's economic and noneconomic forms of value both ethnographically and historically. He covers the creation and exchange of value in a wide range of contexts: indie rock scenes, an Irish traditional music session, the work of music managers, how supply chains function to create various forms of value, how trendspotters seek out and create value, and how musical performances act as media of value. Taylor shows that to focus on value is to attend to what is meaningful to people as they move through their worlds. Ultimately, Taylor demonstrates that theorizing value aids us in moving beyond the music itself toward understanding how musicians, workers in the music business, and audiences struggle to make and maintain what they value

Contents -- List of Figures -- List of Tables -- List of Audio and Video Examples -- Acknowledgments -- Introduction: Capitalism, Music, and Social Theory -- Music and Capitalism -- Western Neoliberal Capitalism as a Cultural System -- What Follows -- 1. A Brief History of Music and Capitalism before the Rise of Neoliberalism -- Production of Musical Commodities -- Artisans, Artists, Geniuses -- Social Class, Markets, and Cultural Consumption -- Conclusions -- 2. Neoliberal Capitalism and the Cultural Industries -- Ideologies of Neoliberal Capitalism -- The Cultural Industries as Industries

From the early days of radio through the rise of television after World War II to the present, music has been used more and more to sell goods and establish brand identities. And since the 1920s, songs originally written for commercials have become popular songs, and songs written for a popular audience have become irrevocably associated with specific brands and products. Today, musicians move flexibly between the music and advertising worlds, while the line between commercial messages and popular music has become increasingly blurred. Timothy D. Taylor tracks the use of music in American advertising for nearly a century, from variety shows like The Clicquot Club Eskimos to the rise of the jingle, the postwar upsurge in consumerism, and the more complete fusion of popular music and consumption in the 1980s and after. The Sounds of Capitalism is the first book to tell truly the history of music used in advertising in the United States and is an original contribution to this little-studied part of our cultural history.

The advertising jingle, or "singing commercial," as it was formerly known, is now considered to be moribund in the industry, but for decades was the musical workhorse of the advertising industry. This paper chronicles the birth of this musical form in verse advertisements through its colossal success for Pepsi-Cola and the United Fruit Company (as Chiquita Banana) in the mid-1940s.