Sarita M. Stewart: the Development of The
52 International Journal of Music Business Research, October 2018, vol. 7 no. 2 The development of the artist-fan engagement model Sarita M. Stewart1 Abstract The Artist-Fan Engagement Model was developed in 2012 to help explain the rela- tionship between music artists and their fans. The model, based on hedonic con- sumption and parasocial interaction theory, explores how the effects of music and artist drive fan engagement through access or ownership of recorded music. This paper highlights the development of the original model, along with the initial study results. The model is now being updated in order to complete a second round of the study. Keywords: Artist, fan, engagement, recorded music, marketing 1 Introduction The Artist-Fan Engagement Model (e.g., figure 1) proposes a theoretical framework that was developed in 2012 to help explain the relationship between music artists and their fans. The model, created using hedonic consumption and parasocial interaction theory (PSI) as its foundational underpinnings, was designed to explore how the effects of music and artist drive fan engagement through access or ownership of recorded music. In an industry where the music consumer has unprecedented access and prefers ongoing interaction with their favorite artists (Borden 2009), it is important to identify how these relationships can be best leveraged. Many musicians communicate directly with their fans through the use of various internet platforms such as Facebook, Insta- gram, Pinterest, Snapchat, Twitter, and Tumblr, among others. United States media personality Conan O'Brien has referred to this overall phe- nomenon as a "symbiotic relationship." As he notes, "It's not just driving people on social media networks to your television show… you want to 1 Sarita M.
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