Presentation: Gulpable: How the Soft Drink Industry Swallowed Music

This lecture, by Canadian writer Ryan Alexander Diduck, will offer a history of the links between the music industry and the world’s biggest beverage brands, from Coca-Cola and PepsiCo to Virgin and Red Bull. Why did these companies make music an especially integral part of their marketing and brand identities, are there positive models of such relationships, and is it possible for independent music cultures to thrive without their patronage?

The event is part of the INTER:FACE project commissioned by the Municipality of Kraków and Kraków Festival Office.