Walzer/The Handbook on Music Business and Creative Industries in Education, 5. How Do I Look? The Importance of Visual Analysis for Musicians in Popular Music Higher Education

Helen Davies writes about visual imagery, a relatively under-researched area of popular music and the creative industries. Central to the music business, visual content in promotional materials, packaging, live events, social media, and technology connect artists with their audience. Davies delves into visual analysis and its relationship to Popular Music Higher Education (PMHE). Using an “analytical toolkit” that considers musician persona, images, costuming, performance, and music video, Davies describes how students create visual content to accompany their musical practice and how such efforts promote multisensory pedagogy in vocationally focused coursework.