12 January 2025
It presents a vivid narrative that challenges readers to consider the future of club culture in an increasingly branded world
A new book written by Andy Crysell exploring the relationship between club culture, brands, advertising, and the creative industries is set to be released on April 4.
Drawing from nine months of in-depth research and interviews with a diverse network of DJs, promoters, agents, marketers, designers, writers, curators, activists and policymakers, the book titled “Selling The Night: When Club Culture Meets Brands, Advertising and the Creative Industries” offers a comprehensive examination of how club culture intersects with brands, advertising and the wider creative industries. This nuanced exploration sheds light on the growing entanglement between nightlife and corporate influence, providing insight into how these two worlds both clash and collaborate.
The book delves into two key narratives: the first, how brands have increasingly integrated into club culture, raising questions about value exchange, meaningful partnerships and the challenge of fostering authentic collaborations. The second focuses on the individuals and ideas that emerge from nightlife and how they influence industries such as media, fashion, gaming, advertising, beauty and tourism.
Crysell charts this dynamic relationship from the disco era’s early cultural impact over 50 years ago to the 1990s convergence of youth marketing and dance music, leading up to today’s intricate brand partnerships. This historical context provides a foundation for understanding how club culture has evolved alongside commercial interests.
Yet, at the heart of the book lies a deeper meditation on creativity born from the margins—an urgent, spontaneous form of expression shaped by necessity rather than institutional support. The book raises critical questions about how this raw creative energy can survive in a gentrified landscape, where operating without privilege is increasingly difficult.
Crysell’s work offers a timely and critical reflection on how nightlife, long a refuge for the marginalised and a catalyst for underground creativity, now navigates the pressures of commercialisation and cultural commodification.
By weaving together personal accounts and industry insights, it presents a vivid narrative that challenges readers to consider the future of club culture in an increasingly branded world.
The book will be released by electronic music & club culture book publisher Velocity Press on April 4. Pre-orders are available now.
