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We aimed to determine the prevalence of and contextual elements associated with alcohol brand appearances in US popular music.<\/jats:p><jats:p><jats:bold>Design\u2003<\/jats:bold> Qualitative content analysis.<\/jats:p><jats:p><jats:bold>Setting\u2003<\/jats:bold> We used <jats:italic>Billboard Magazine<\/jats:italic> to identify songs to which US adolescents were most exposed in 2005\u201307. For each of the 793 songs, two trained coders analyzed independently the lyrics of each song for references to alcohol and alcohol brand appearances. Subsequent in\u2010depth assessments utilized Atlas.ti to determine contextual factors associated with each of the alcohol brand appearances.<\/jats:p><jats:p><jats:bold>Measurements\u2003<\/jats:bold> Our final code book contained 27 relevant codes representing six categories: alcohol types, consequences, emotional states, activities, status and objects.<\/jats:p><jats:p><jats:bold>Findings\u2003<\/jats:bold> Average inter\u2010rater reliability was high (\u03ba\u2003=\u20030.80), and all differences were easily adjudicated. Of the 793 songs in our sample, 169 (21.3%) referred explicitly to alcohol, and of those, 41 (24.3%) contained an alcohol brand appearance. Consequences associated with alcohol were more often positive than negative (41.5% versus 17.1%, <jats:italic>P<\/jats:italic>\u2003&lt;\u20030.001). Alcohol brand appearances were associated commonly with wealth (63.4%), sex (58.5%), luxury objects (51.2%), partying (48.8%), other drugs (43.9%) and vehicles (39.0%).<\/jats:p><jats:p><jats:bold>Conclusions\u2003<\/jats:bold> One in five songs sampled from US popular music had explicit references to alcohol, and one\u2010quarter of these mentioned a specific alcohol brand. These alcohol brand appearances are associated commonly with a luxury life\u2010style characterized by wealth, sex, partying and other drugs.<\/jats:p>","DOI":"10.1111\/j.1360-0443.2011.03649.x","type":"journal-article","created":{"date-parts":[[2011,10,20]],"date-time":"2011-10-20T10:38:48Z","timestamp":1319107128000},"page":"557-566","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":54,"title":["Alcohol brand appearances in US popular music"],"prefix":"10.1111","volume":"107","author":[{"given":"Brian A.","family":"Primack","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Erin","family":"Nuzzo","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kristen R.","family":"Rice","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"James D.","family":"Sargent","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2011,10,20]]},"reference":[{"key":"e_1_2_8_2_2","first-page":"1","article-title":"Youth risk behavior surveillance\u2014United States, 2007","volume":"57","author":"Eaton D. 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