ABSTRACT
This chapter applies some of the brand theory to contemporary female pop stars. It relies on entertainment industry professionals, who play various roles in constructing or maintaining pop star brands, to explain the process. Those interviewed in this chapter work or have worked as publicists, managers, journalists, label executives, marketing executives, web site executives, music supervisors, artists, and assistants. Overall findings suggest that female popular music stars are objectified, productized brands who are considered high-risk investments, given their relatively short-term careers and the tremendous amount of money it takes to market them successfully. The chapter certainly holds on the technology side of the music business, where mp3.com, Napster, Amazon, iTunes, and now streaming services have revolutionized the way in which music is distributed, sold, stored, and accessed. The power and longevity of most person brands, whether they are musicians or celebrities, are constrained in the long term by three main factors: cultural changes, physical changes, and their biological lifecycle.
