Thematic Collection 1: The Star as Commodity

We’ve talked a lot in class of the idea of the artist/performer/star as product. It stands to reason though; an entertainers purpose is to entertain. Consumers create a demand, and the industry creates the product—a commodity that buyers need—the product informs consumers what is in, hip, now and cool by creating “the next big thing.”

The product in the music industry is no longer the physical records, or albums, or songs that sell; it the brand of the star. Byproducts may include dolls, lunchboxes, decals—whatever. Artists create themselves as artifacts of a packaged brand in order to sell themselves. Celebrity doesn't just sell themselves or their music, it is also used to sell items completely unrelated to them; phones, proactive cremes, headphones.

The interviews, the music video (product placement), social networking sites—all are venues through which an artist can push her brand.

Staying consistent to the brand is fairly important; Britney Spears, for example, revolts against her All-American girl-next-door, sexually available yet unattainable, fun and flirty image when she first has kids, gains weight, gets a little crazy and eventually shaves her head. And America rejects her, and exiles her.

Britney had to reclaim her old image, and make a “come-back”; the consumer would have it no other way.

The product the artist portrays is in demand, and smart artists play into that. In Lady Gaga’s case, she sells a sort of lifestyle of liberation. 

Many artists create a "look" that goes along with their branding. Nicki Minaj's brand is strong, empowered, black female rapper. A "Crazy Bitch" who does whatever she wants. Nicki Minaj is a marketing guru; she's a bankable brand that has influenced trends through her music, fashion, make-up and hair.