Producing nightlife in the new urban entertainment economy: corporatization, branding and market segmentation

Robert Hollands and Paul Chatterton

International Journal of Urban and Regional Research, 2003, vol. 27, issue 2, 361-385

Abstract: This article explores the production of the nightlife industry within a new urban entertainment economy. We do this by drawing upon debates about the transition from Fordism to post‐Fordism, and the assumed shift away from standardized and mass towards more segmented and niche consumer markets. In contrast to some of the more self‐congratulatory accounts of varied, flexible niche urban consumption, our starting point is to pursue more neo‐Fordist interpretations which explore continuity as well as change and in particular stress growing corporate control in entertainment and night‐life economies, the increased use of branding and theming, and the emergence of segmented, sanitized and gentrified consumer markets. These processes are illustrated and empirically examined in relation to changes within the UK nightlife sector which has undergone rapid restructuring, re‐concentration and segmentation over the last 10 years. We discuss a number of implications which emerge from these developments, such as the erosion of diversity and choice, and the possibilities for alternative/independent and historic/community forms of nightlife production and spaces to coexist in such a context. L'article examine la production du secteur de la vie nocturne dans le cadre d'une nouvelle économie urbaine des loisirs. Pour cela, il s'inspire des débats sur la transition du Fordisme au post‐Fordisme, et sur le soi‐disant décalage des marchés de consommation de masse standardisés vers des niches et des marchés plus segmentés. Contrairement à certaines des justifications auto‐suffisantes d'une consommation urbaine de niches variée et flexible, son point de départ consiste à suivre des interprétations plus néo‐Fordiennes qui explorent continuité et changement, en soulignant notamment la main‐mise croissante d'entreprises dans les économies du loisir et de la vie nocturne, le recours accru à une stratégie de marque ou de thème, et l'émergence de marchés de consommation segmentés, aseptisés et embourgeoisés. Ces processus sont illustrés et étudiés empiriquement d'après les transformations du secteur de la vie nocturne au Royaume‐Uni, lequel a connu un enchaînement de restructuration‐reconcentration‐segmentation au cours des dix dernières années. Hormis plusieurs implications de ces évolutions (comme l'érosion de la diversité et du choix), l'article aborde les possibilités de coexistence, dans un tel contexte, de formes alternatives ou indépendantes et historiques ou collectives de production et d'espaces de vie nocturne.

Date: 2003
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