Influence of Social Media on the Management of Music Star Image

As a result of changing business models, the music industry has narrowed its focus to music stars with mass appeal. Management of music star image has become more complicated in the digital realm due to a rise in consumer-generated social media, particularly in the areas of promotion and publicity. As a new element in the promotion mix, social media enables management to develop artist-fan relationships by engaging fans using a variety of media formats. Social media also provides management with the tools to shape internet-based discussions and publicity. Using Richard Dyer’s model of star image as a framework and other scholarly research, this study discussed the management of promotion and publicity of music star images via social media.