ABSTRACT
This chapter demonstrates the role that personality plays in drawing certain groups to visit music artists' commercial websites. It analyses two commercial websites, how key visitors are targeted by commercial agents for specific web spaces, and then retained in those spaces by content that is relevant to their tastes, values and modes of conversation. British pop singer Ellie Goulding works under the Universal Music Group record label, a group that manages a diverse portfolio of artists spanning a wide spectrum of music genres. In terms of interaction with the main Goulding 'landing site', more opportunities are afforded to visitors/followers for this than is the case with the One Direction site. Individual band members' posts are slightly different since they reflect the different personalities that constitute the band, although they all consistently emote warmth and feeling for their audience, often adopting a self-deprecating tone that calls for a reaffirmation of affection.
