This article presents a holistic approach to the study of genres in book publishing that includes formal aspects of literary texts, marketing strategies and categorisations used by producers, and perspectives on how these labels are perceived by readers and critics, as well as a temporal and spatial understanding of how genres evolve. The empirical point of departure is the recent boom in Nordic Noir, exemplified by the following three Swedish authors successful in the 21st century: Lars Kepler, Jens Lapidus and Camilla Lackberg. The discourses surrounding Nordic Noir and how these authors and their writing relate and get related to it are used as an example of how book-trade genres operate in multiple and complex ways, and how genres produce effects that move back and forth among creators, producers and consumers. It proposes a twofold model, where genres are understood as constituted by all of the relations between these areas together. Through Kepler, Lapidus and Lackberg, the article shows how Nordic Noir has emerged over the years; how it changes with its publishing context; and how the genre's internal discrepancy between literary content and marketing and reception is a crucial component in understanding Nordic Noir.
