ELVIS, the brand

BBC Radio 2

This is the story of a cultural obsession. Made to commemorate what would have been Elvis Presley’s 75th birthday, it is less the story of his music, more an enquiry into his undiminished fame and his power as an American icon. It is the story of brilliant re-invention, how there has come to be an Elvis..for everyone? Hillbilly Cat Elvis. Elvis the Pelvis. Army Elvis. Hollywood Elvis. Comeback Special Elvis. Las Vegas Elvis. Black leather Elvis. Black velvet Elvis, re-incarnated Elvis. Elvis -arguably the most influential celebrity brand in history – has not quite left the building. Not yet. Maybe not ever.


Produced by Jo Wheeler

Broadcast: Jan 2010