The Evolution of Hillsong Music : From Australian Pentecostal Congregation into Global Brand. / Riches, Tanya; Wagner, Tom.

In: Australian Journal of Communication, Vol. 39, No. 1, 2012, p. 17-36.

Research output: Contribution to journalSpecial issuepeer-review

Published

Standard

The Evolution of Hillsong Music : From Australian Pentecostal Congregation into Global Brand. / Riches, Tanya; Wagner, Tom.

In: Australian Journal of Communication, Vol. 39, No. 1, 2012, p. 17-36.

Research output: Contribution to journalSpecial issuepeer-review

Harvard

Riches, T & Wagner, T 2012, 'The Evolution of Hillsong Music: From Australian Pentecostal Congregation into Global Brand', Australian Journal of Communication, vol. 39, no. 1, pp. 17-36.

APA

Riches, T., & Wagner, T. (2012). The Evolution of Hillsong Music: From Australian Pentecostal Congregation into Global Brand. Australian Journal of Communication, 39(1), 17-36.

Vancouver

Riches T, Wagner T. The Evolution of Hillsong Music: From Australian Pentecostal Congregation into Global Brand. Australian Journal of Communication. 2012;39(1):17-36.

Author

Riches, Tanya ; Wagner, Tom. / The Evolution of Hillsong Music : From Australian Pentecostal Congregation into Global Brand. In: Australian Journal of Communication. 2012 ; Vol. 39, No. 1. pp. 17-36.

BibTeX

@article{227c14de4bda4d769c86083110ac3e30,
title = "The Evolution of Hillsong Music: From Australian Pentecostal Congregation into Global Brand",
abstract = "Branding is increasingly acknowledged as a marketing strategy used by transnational religious institutions commonly known as {\textquoteleft}megachurches{\textquoteright}. Commentators on this phenomenon often view the branding process as an artificial driver of organisational growth rather than as concomitant with the evolution of a group of people. This article examines the history and development of the music and branding of the Australian megachurch Hillsong. Within the space of 26 years, Hillsong evolved from a {\textquoteleft}local{\textquoteright} Australian congregation into a transnational enterprise. During each phase of its development, its music communicated the vision, values, and focus of its leaders and congregation visually, aurally, and sonorously. Hillsong{\textquoteright}s branding has thus proceeded organically, both driving and being driven by the church{\textquoteright}s growth.",
keywords = "Music , Brand image, popular music, Pentecostalism, Megachurch",
author = "Tanya Riches and Tom Wagner",
year = "2012",
language = "English",
volume = "39",
pages = "17--36",
journal = "Australian Journal of Communication",
issn = "0811-6202",
number = "1",

}

RIS

TY - JOUR

T1 - The Evolution of Hillsong Music

T2 - From Australian Pentecostal Congregation into Global Brand

AU - Riches, Tanya

AU - Wagner, Tom

PY - 2012

Y1 - 2012

N2 - Branding is increasingly acknowledged as a marketing strategy used by transnational religious institutions commonly known as ‘megachurches’. Commentators on this phenomenon often view the branding process as an artificial driver of organisational growth rather than as concomitant with the evolution of a group of people. This article examines the history and development of the music and branding of the Australian megachurch Hillsong. Within the space of 26 years, Hillsong evolved from a ‘local’ Australian congregation into a transnational enterprise. During each phase of its development, its music communicated the vision, values, and focus of its leaders and congregation visually, aurally, and sonorously. Hillsong’s branding has thus proceeded organically, both driving and being driven by the church’s growth.

AB - Branding is increasingly acknowledged as a marketing strategy used by transnational religious institutions commonly known as ‘megachurches’. Commentators on this phenomenon often view the branding process as an artificial driver of organisational growth rather than as concomitant with the evolution of a group of people. This article examines the history and development of the music and branding of the Australian megachurch Hillsong. Within the space of 26 years, Hillsong evolved from a ‘local’ Australian congregation into a transnational enterprise. During each phase of its development, its music communicated the vision, values, and focus of its leaders and congregation visually, aurally, and sonorously. Hillsong’s branding has thus proceeded organically, both driving and being driven by the church’s growth.

KW - Music

KW - Brand image

KW - popular music

KW - Pentecostalism

KW - Megachurch

M3 - Special issue

VL - 39

SP - 17

EP - 36

JO - Australian Journal of Communication

JF - Australian Journal of Communication

SN - 0811-6202

IS - 1

ER -