From selling out to savvy strategy: how The O.C. helped change the stigma around licensing indie music

Abstract

‘From Selling Out to Savvy Strategy’ focuses on the way independent music became more popular as a result of a number of industrial and cultural factors upon which The O.C. was able to capitalize, examines the discourse around the licensing of music at the time of its production, and illustrates how the show encapsulates an evolutionary moment in the history of indie music on television. Focusing on The O.C. is important for addressing how the changing cultural position of music genres and the economic realities of converging media are intricately interwoven.

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