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This chapter considers how musicians and others create or increase the economic value of cultural commodities in the capitalist marketplace. For Anna Lowenhaupt Tsing, supply-chain capitalism creates value at various nodes of a supply chain through processes of translation and purification that appear to strip away the noncapitalist social relations and noneconomic forms of value that went into the production of a particular cultural good. While Tsing views various forms of promotion simply as different ways to create value, this chapter argues that capitalist supply chains that generate what Tsing calls inventory frequently necessitate other means of the creation of value. These other means include processes of consecration and promotion (broadly understood as advertising, marketing, and branding) that reanimate cultural commodities with values that masquerade as noneconomic forms of value—firms need to claim that their inventory is superior to others'.

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