Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

Sammanfattning: This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. Through a netnographic analysis of music production live streams by the British electronic artist Disclosure, this study reveals that demystification paradoxically restores consumer enchantment, defying the disenchanting trajectories of rationalization by ascribing new symbolic meaning to consumption and reconnecting the idealized image of the craft “artisan” and “artist”. The findings highlight five techniques demystified in the live streams: replicating, structuring, simplifying, dedicating, and subverting. These techniques are situated within craftwork, enchantment, and marketing literature to provide theoretical and branding insights. The research suggests that enchantment is not hindered by withholding expertise for the sake of intrigue, but rather is enhanced by fostering transparency to (re-)enchant consumption and strengthen brand meaning.