Cum se nasc industriile culturale? Brandul Loredana Groza ca fir roşu
How are cultural industries born? The Brand Loredana Groza as a Red Thread

Summary/Abstract: The article follows the avatars of the Loredana Groza brand, started in the 80's, when the artist began her career, until today. The purpose of the analysis is to highlight the forces that acted and led, in the post-communist period, to the formation of a capitalist music industry. In this regard, Loredana Groza, who was a major player in this industry, is a suitable case study. The article combines theoretical resources of cultural studies and media with hermeneutic analyses of musical discourse in the Romanian context. In fact, the overall analysis targets the discourse and has nothing to do with any “musicological” or “fashionable” approach. Last but not least, the article explains the way in which the star system tried to create an image of the new woman in the postcommunist era.

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