I found this article interesting because I believe it really underscored the reality that megastars (there are only a few) no longer need large marketing campaigns to sell a product or advertise an upcoming performance (they are self-contained marketing platforms). This was confirmed in 2013 when Beyonce unexpectedly released her album “Beyonce” without any prior notice. She just posted an image of the new album and where to listen it on her social media accounts, and within hours the entire world was talking about it. Ever since Beyonce did this, many artists have followed her lead, because they also realized the landscape of how you market new products has shifted.
This highlights two key points: 1) the enhanced power of stars in the era of social media because they can have direct contact with their fanbase at any time (no middlemen/companies controlling it anymore); 2) how the average person or fan receives their information on what’s hot and trending, and how it influences their buying/attention patterns.
https://www.eonline.com/news/1213571/the-beyonce-effect-artists-whove-dropped-new-albums-out-of-nowhere
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