03/08/11 diapason ice: nostalgia theory and performance practice in nhl organ music. antonio...
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03/08/11
Diapason Ice: Nostalgia Theory and Performance Practice in NHL
Organ Music.
Antonio Giamberardino
M.A. Candidate, Music and Culture
Carleton University,
Ottawa, Canada
March 11th, 2011
Society for American Music
03/02/11
The Hockey Organ: a Brief History
Rise of the Secular Organ → 19th century
Orchestrion, Carnival Organs
“Omnipresence” of organs in secular places
Source: http://upload.wikimedia.org/wikipedia/commons/5/55/Welteor
chestrion1862.jpg
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The Hockey Organ: a Brief History
Chicago, 1929 Barton Organ
Company, Osh Kosh, WI
Tremendous Volume
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SOURCE: http://www.catoe.org SOURCE: http://hammond-organ.com
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1970s and 80s: The Rise of Rock Music
1967 – League Begins Expansion
Philadelphia Spectrum and Rock Concerts
1980s: Heavy Metal and the “Young Male” demographic SOURCE: http://philadelphia.about.com
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Nostalgia Theory
Janelle Wilson, Nostalgia : sanctuary of meaning (Lewisburg : Bucknell University Press, 2005)
Origins and “Depsychologization” Johannes Hofer (1669-1752)
03/08/11 Source: http://hockey-blog-in-canada.blogspot.com
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Nostalgia Theory
Janelle Wilson, Nostalgia : sanctuary of meaning (Lewisburg : Bucknell University Press, 2005)
Origins and “Depsychologization” Johannes Hofer (1669-1752)
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Nostalgia Theory
[A]n intra-personal expression of self which subjectively provides one with a sense of continuity.
[A]n interpersonal form of conversational play, serving the purpose of bonding.
[A] form of ideologizing or mystifying the past. [A] cultural commodity derived from the
experience of a particular age-cohort and transformed into a market segment.
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Case Study: the Detroit Red Wings
• From Detroit's Olympia to Joe Louis Arena
• 2009: Dave Calendine hired on
• “Original Six” connection
SOURCE: redwings.nhl.com
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“Displaced” Nostalgia
• Wilson: lack of relation between subject and its object
• NHL examples: Ottawa Senators and New Jersey Devils
• Benefits of nostalgia to its audience
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Nostalgia Marketing:For the Benefit of the Brand
• Stephen Brown, Retro-marketing: yesterday's tomorrows, today! Marketing Intelligence & Planning 17/7 [1999] 363-376
• Noted nostalgia brands → Coca-cola, Starbucks, Old Spice
• The hockey organ and the VW Beetle
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Benefits of Nostalgia Marketing
Clearly, the pervasiveness of retromarketing has something to do with the companies that are promulgating it, since it doesn't happen all by itself. From an organisational standpoint, indeed, it makes eminent sense to play the heritage card when there is a heritage to play with. In a world where top-notch performance is industry standard in countless product categories – cars, cameras, colas, cornflakes, chinos, cellular phones etc. – the length of one's lineage remains a meaningful dimension of differentiation and, at the same time, a means of positioning the competition as less trustworthy, less reputable, less knowledgeable than the first born.
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FIN