Spinning Warhol: celebrity brand theoretics and the logic of the celebrity brand

Finola Kerrigan, Douglas Brownlie, Paul Hewer, Claudia Daza-LeTouze

Research output: Contribution to conferencePaper


The paper takes as its subject celebrity and consumption and the cultural logic of the celebrity brand. It introduces the concept of celebritisation as the engine of celebrity culture, discussing ways in which celebrity brands operate as ‘map-making’ devices which situate consumers within networks of symbolic resources. We construct particulars via an investigative narrative that draws critically upon published accounts of the life and work of Andy Warhol, generating observations of signature practices and technologies of formation of Celebrity Brandhood. Within an inductive architecture we modulate to celebrity brands as transmediated marketing accomplishments which trade upon allure, glamour and charisma, constructed around rituals of transition, belonging, intimacy, and affect. We suggest that at the heart of the machinery of the cultural logic of the Celebrity Brand is the mediated spectacle as a field of social invention and transformation. In this way, the paper opens up pathways toward further interpretive analyses of celebrity brands, articulating the basis of accounts of Celebrity Brand Theoretics.
Original languageEnglish
Publication statusPublished - 2010
EventAcademy of Marketing Conference 2010 - Liverpool, United Kingdom
Duration: 2 Jun 20104 Jun 2010


ConferenceAcademy of Marketing Conference 2010
CountryUnited Kingdom


  • spinning warhol
  • celebrity brand
  • theoretics
  • logic

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