David Jones will forever remain in the history of pop culture as its most mercurial hero. David Bowie, Ziggy Stardust, Aladdin Sane, the Thin White Duke—just a few of his names and guises. But who was he really? What logic lies behind this succession 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 professor of cultural studies (and devoted fan) Will Brooker studied the artist's work and conducted an unusual experiment: for 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.