This article contributes to the debates on globalization by studying the reterritorialization of rock music in Turkey to illustrate why and how heterogeneity exists in markets. Four years of data collection suggest that in Turkey, rockers have discovered ways to create their own modes of producing and consuming rock music that is no longer regarded as foreign. Such reterritorialization suggests that the authors reconsider the categories to interpret the meanings in and across global—local contexts and micro— macro linkages. The article also illustrates and discusses rock as a postmodern self-marketing commodity with a dialogical evolution.
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