The concept of celebrity has existed since ancient times. With the development of the entertainment industry and people's rising demand for entertainment content consumption, celebrity marketing has formed an independent and large-scale economic industry. What I see in Listening and Longing is the initial form between entertainment and capital in society. Under a relatively stable environment at that time, with the new transportation infrastructure and development of middle-class "genteel" culture, ordinary people could have more extensive access to musicals. Secondly, through auctions, limited sales of tickets, and the use of audience's curiosity, the musical theater industry has been pushed to a peak. This is the prototype of the relationship between celebrity and capital. Today, with the development of media and the Internet, the means of promotion are more innovative. In addition to concerts, endorsements, and promotion of merchandise, what impressed me the most was the mention of Scooter Braun in Teen Titan, "a for-profit business makes more money in the long run if it has a not-for-profit component”. This effectively ensures the reputation of the celebrity, so that it can gain more favor from the public to stabilize celebrities with devoted fan bases.
Celebrities are the entrance to the public, and fans are the starting point of mass communication. In the entertainment industry, celebrities can play whatever you want, and all the coordinates in the fantasy spectrum will be produced from the media factory to ensure that you can find the one you like. The purpose of these agents is to put celebrity marketing into business logic, make full use of the celebrity’s superior value in mass communication, and leverage greater communication power and influence. It has to be admitted that the business model adopted by Scooter is undoubtedly successful in terms of effects. But I also reasonably think that his emphasis on artist talent is a lie. Because there is no doubt that he values their business returns more.
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