Niche media and music for the youth: O Mundo é do Brotos and Revista do Rock (1960-1965)

Abstract

The purpose of this article is to analize, beetween 1960 and 1965, how the press gave meaning and materiality to the idea of a music for the youth in Brazil. Media outlets such as Revista do Radio – in particular O mundo é dos Brotos, a segment written by Carlos Imperial – and also Revista do Rock, took a fundamental role in denifining the moral, visual and sonic codes that were the basis of a professional niche of popular music available for upcoming singers, enterpreneurs and audience. Through multiple strategies this kind of media gave a simbolic and material shape to a new segment of brazilian popular music.

Keywords

• musica jovem, rock and roll, juventude, rock brasileiro, música popular