His main ideas:
- USP: unique selling point
- Easy to parody
- Stars serve a purpose, which is to take money from customers
- Selling merchandise, not just albums
- Ideology
- Character and personality that they have developed
The star as a construction:
He states that the star is not a real person, but a construction, and is constructed through magazines, music videos, advertising etc. Lady Gaga is an example of a contructed star, as her image is different and unique, which surprises the audience but allows them to recognise her.
The star as a commodity:
This is where the artist is produced to make money from merchandise, concerts etc. The record labels know how to make money; they produce merch which the audiences will buy, and also set trends.
The star as an ideology:
Stars will represent certain social groups and have their own views which produces an ideology. Fans often copy stars' styles and ways of thinking etc as they are role models. For example, an artist with strong views about a topic will have fans who support the same thing - almost like following them in their footsteps.
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