Affirming Contemporary Australian Identity Through Folk Music: Marketing Cultural Tribalism in the 21st Century

Bird Jensen


From pre-European contact era Aboriginal song-lines, through to the ‘old country’ ballads brought by convicts and colonists from England, Ireland, Scotland, and Wales, the creation of a uniquely Australian folk music tradition has reflected more ancient cultures and customs as expressed through the contemporary perceptions and experiences of Antipodean inhabitants. In the 21st century, folk music continues to figure prominently in the public expression of Australian cultural identity; but contemporary Australian folk music now reflects a much broader musical demographic. Identifying the factors that make folk music specifically perceived of in an Australian modality could possibly create a useful marketing tool-kit for the enhancement of Australian music sales in the world marketplace, as well as in the domestic market.


Folkloristics; Folk Music; Identity; Australia;

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