David Jones will forever remain in the history of pop culture as its most changeable hero. David Bowie, Ziggy Stardust, Aladdin Sane, and the Gaunt White Duke are just a few of his names and guises. But who was he really? What is the logic behind the series of images and albums? What clues to his fate are hidden in the streets of his native Bromley, English cinema and the texts of Mikhail Bakhtin and Gilles Deleuze? British cultural studies professor (and devoted admirer) Will Brooker studied the artist’s work and conducted an unusual experiment: in one year he “lived” David Bowie’s career, imitating him down to the smallest detail in order to better understand the motivations and character of the eternal chameleon. Why Bowie Matters is a declaration of love and a guide to the genius of David Jones.