As yet another means of engaging fans, some artists allow fans to submit photos from concerts, which may then be published on the artist’s social media pages. Foo Fighters told their nearly 6.4 million Facebook fans to submit photographs they have taken at their concerts by tagging the artist in the photo. The band selected 130 of these fan-photos and published a photo album on their page called “Pics from our pals.” By engaging their fans on Facebook, the Foo Fighters shared their fans’ real experiences while narrowing the communication gap between artist and fan.
Social media has drastically changed the landscape and magnitude of the publicity media text of a music star image. Specifically, social media has expanded the publicity concept of word-of-mouth to a much, much larger scale. With these new media technologies, it is possible for an individual to communicate with hundreds to thousands of other individuals instantaneously. “We are at a moment when the digital-music experience is moving from a linear to a dynamic model: the many telling the many what they like, hate, and want others to hear, and providing a communal experience that re-creates digitally some of the reasons we fell in love with music in the first place,” said reporter Michael Hirschorn (2007).
With the capacity to self-publish, everyone now has the ability to influence consumer behavior. According to a Nielson report on social media, 60% of social media users publish reviews of products and services and 30% of active social networkers follow a celebrity (“State of the Media,” 2011). With an increasing number of people publishing reviews and turning to social media to make purchasing decisions, managing publicity on social media platforms is becoming crucial to maintaining a profitable music star image.