Other Film and Media Studies Commons^™

Musical Artists As Entrepreneurs: Assessing Popular Artists’ Brand Partnerships, Social Media Usage, And Performance Of Identity Politics, Amara Pope

FIMULAW

Today’s popular music artists have the potential power to shape hegemonic ideologies of identity categories across multiple media and industries. This position of power is unique to modern musical artists due to recent changes in the music industry’s business model and the introduction of social media. Record sales have diminished. Labels and artists have adapted in new and creative ways with a heavier reliance on brand partnerships. I wish to fill a gap in the literature that explores how brand partnerships may affect modern musical artists’ performances of identity politics through three case studies: Drake, Post Malone, and Cardi B.