Digging the Roots of Modern Heavy Metal: Rockers and Mods as Music Related Subcultures of Consumption

Focus of qualitative consumer studies has recently been on subcultures of consumption,
consumer tribes and brand communities. How subcultures of consumption
utilise music in identity construction has mainly been neglected.
Two historical cases about subcultures of consumption, the working-class
Rockers and Mods in UK in the 1960s, are examined in this article. The purpose
is to discuss how music manifested and facilitated consumption practices of
these groups’. Preconditions for modern rock music emerging in 1960’s and
characteristics of music related subcultures of consumption are discussed in
the conclusion section.