AbstractDuring the 1990s, Atlantic Canada witnessed a brief period of attention from the Canadian popular music industry. In conjunction with an international resurgence of “Celtic” culture, the Celtic-oriented traditional music of the Atlantic region was viewed as a vehicle for potentially increased record sales in a struggling industry. This article examines the marketing and identity constructs that were used to popularize this traditional and folk-based music. Using Keith Negus’ notions of deterritorialization and reterritorialization, the article examines the careers and music of The Rankin Family and Great Big Sea, and examines the ways in which their music, videos, image and personae utilized both of these strategies to achieve a national audience.
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