FACING THE MUSIC: HOW MUSICIANS ENGAGE THEIR FANS

Creating a community of fans are a key part of creating a sustainable career for a musician. When musicians are better able to articulate the fan experience, they are able to create more strategic and personable marketing strategies that will lead to deep fan loyalty. This thesis begins with a explores communication theories through William Brown’s framework. Based on his 2015 framework of audience involvement processes, this thesis aims to uncover how musicians activate their fan communities. After examining William Brown's framework, this research interviews music managers to discover how musicians activate their fan communities. These relationships are likely to evolve as social media continues to encourage and deepen the interactivity possible in the fan-celebrity relationship, making it more important than ever to understand how relationships with celebrities contribute to fans' identities and what effect they have socially and culturally. Drawing from the knowledge of psychology, social sciences, and cultural theory, this research suggests ways musicians can better engage their fan communities.