Скачать или смотреть The Gay Marketing Moment and RuPaul's Drag Race by Sebastian

Research Work in Progress!

Sebastian, student of B.A. Creative Industries Management, visited the seminar "Research and Academic Career" and took on the task of visualizing research content in a creative way.

“RuPaul's Drag Race” has developed into an international phenomenon since its beginning in 2009. The reality TV competition show features LGBTQ+ performance artists, competing against each other to find out who the best drag queen amongst them is.

RuPaul and RuPaul's Drag Race have inspired an entire economy surrounding this cultural phenomenon. In addition to the several TV shows and RuPaul’s many different products and music, there is a lot of targeted product placement on the reality TV show.

The research aim is to further examine, how a neoliberal reality competition show targeted to the queer community can reach a global mainstream culture and produce highly profitable products. And how through community marketing, value creation, branding, market segmentation and targeting a highly individualized “Queer Economy” was purposefully developed.