Richard Dyer's- Star theory
Richard Dyer states that institutions design and manufacture a brand identity for the artist. He believes that the artists brand identity is to act as a 'real person. This is for business purposes as the audience can relate to the artist and their personality. This is achieved through the use of digipak and adverts.
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As well as creating a brand identity, the institutions also think about culture and ideology. This idea relates to the fact that an artist has something/ object that relates to the artist. This can then affect the fashion industry. An example of the is Kanye West ( seen to the right). He often wore shuttered glasses, which turned into a common fashion statement. This led to an increase in sales of these glasses, affecting the fashion market.
