"Rock stars are now essentially CEOs of their own small (and big) businesses." - Robert Bound

The disruption in the music industry caused by Napster and Co has helped bands regain power and control over their music, sound and image. Ask any musician and I doubt that they would say that the music industry has taken a turn for the worst. The major record labels are the ones who are portraying this revolution as negative. Bands are happier than ever. As are the fans. The music industry is becoming increasingly fragmented since consumers can so easily access and share music. They are no longer limited to television and radio* to listen to the next big thing. Consumers don't even want to listen to the next big thing (yes, the days of the global superstar are over), they want a band that is "theirs", that reflects their tastes, personality and aesthetic. These developments mean that bands now have more of a say in (almost) every aspect of their music careers and that they can more easily penetrate a certain niche market. However, this new found freedom isn't always managed properly. Artists will remain artists and some of them will not understand the importance of managing the "brand" side of their band. Unless, of course, you're In Flagranti.

Let me first put In Flagranti's influences into context. In Flagranti's music is heavily influenced by disco music from the 1970s and italo disco from the late 70s and early 80s (for the purpose of this analysis I will be focusing on the 70s influence in their music). The 1970s marked the end of the hippie movement but the sexual freedom ideologies advocated by the hippies spilt over into the following decade and continued to develop. This era is considered to be part of the Golden Age of Porn, when dangerous STDs weren't really publicized and the introduction of birth control pills and abortion solved the whole pregnancy issue. It is also during this era that Studio 54 was the club to be seen at in New York City. This discothèque reflected the prominent party atmosphere of the decade, one of sexual promiscuity and rampant drug use. The release in 1977 of the film Saturday Night Fever helped popularize the disco movement and solidified the sexual aura attached to disco music (I'm sure more than one of you have had a fantasy involving Tony Manero).

While growing up, the In Flagranti duo (comprising Sasha Crnobrnja and Alex Gloor) discovered this exciting time by listening to past album releases and mixtapes as well as by looking at old images in magazines and on television. This experience motivated them to incorporate elements of the disco movement in their band's music, sound and image. They were able to do this by maintaining full creative control of their material thanks in part to the launch of their own record label, Codek Records, in 1996. Codek Records provides a platform for fans to discover the band's music, artwork and videos. This, in turn, allows them to communicate a consistent message and to therefore create a solid band image.

Now, we all know that a good name sells, so the band name (aka brand name) is quite important. In Flagranti comes from Latin and means "in the act of committing a misdeed" or "while committing the offence; red-handed" (Reverso dictionary). It can also be used to describe actions "while performing sexual activity". This name communicates a message of vice and sin. In Flagranti has taken this message and has consistently (and successfully) showcased it in all of its media (sound, track titles, album artwork and music videos).

In Flagranti often sample music from the 70s in their tracks and they mix it with electro to create a progressive, dance-y sound. I am even tempted to describe their albums as upbeat porn soundtracks. When listening to their music you just want to get down (and dirty) on the dancefloor (and in the bedroom). With EPs titled Sexx Piss Tool and track names including She Bend Each Leg Alternately, Erector-Set and I Chatted Up the Nympho Secretary (Part 1) as well as album artwork depicting scantily clad women (reminiscent of pin-ups and soft core porn) and, last but not least, grainy music videos that comprise chopped up, looped and repeated vintage footage that can be, at times, sexually charged (watch Business Acumen), it's hard not to associate In Flagranti with sex. And they wouldn't want it any other way. Some may find this portrayed image distasteful, however, In Flagranti found an image that works for them, that they believe in and they are sticking to it.

At the end of the day, In Flagranti is successful because their music is good. They have substance, it's not only about the image. Bands with an image and no talent will fail. BUT, the band's image should not be neglected (especially in the post-napster music era) and it has to be one created by the artist, for the artist. Nobody likes a fake. In Flagranti genuinely believe in their aesthetic. They are authentic. Their vintage sexual image was created in a natural way and reflects things that they're into. In Flagranti's fans can see this and that's why this band is still around and will be for years to come.

*although, we can't really rely on these two mediums since music television only shows reality tv and mainstream radio plays the same songs over and over again.