Chapter 1Live Shows

The invitations arrived in the mail, wrapped in black leather with a steel zipper. Inside was a vellum sheet and black stationery that read, "SUBMIT, FEAST, IMBIBE, DANCE, ATTEND—the Casio G-Shock Tie Me Up, Tie Me Down Party." Was this for real? S&M and bondage? For a wristwatch?

"Yes," was the answer, when 200 members of the press and 500 of New York's slickest models, fashion stylists, and entertainment industry people showed up at the packed event at the Roxy night club. The space had been transformed into an S&M homage to the most outrageous new brand in wrist wear—chains, leather, and Casio watches intertwined in the room's décor and in the revealing costumes worn by the evening's performers. The inimitable Grace Jones ...

Get There's No Business That's Not Show Business: Marketing in an Experience Culture now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.