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“Drag as marketplace”: interview with Maria Rita Micheli
03/17/2025
With the success of shows like RuPaul’s Drag Race, amongst others, drag has reached new audiences and developed into a booming market worth millions of dollars. “Yet, studies examining its market value as a product, brand or consumption practice remain scarce” note the editors of a new book “Drag as marketplace – Contemporary Cultures, Identities and Business” (Bristol University Press). An interdisciplinary collection of contributions from different international experts, this publication looks to “fill that void, exploring the intersection of drag and markets”. We spoke to one of the *editors, Maria Rita MICHELI, professor at IÉSEG, about the book, key takeaways for marketers, and links to her research.