Submitted to:

University of Mumbai

A Project Report

On
“A STUDY ON CELEBRE ”
Submitted by
AMARTHA KARUN

ROLL NO. 106

BACHELORS IN MANAGEMENT STUDIES

2023-2024

Under The
Guidance Of

Mrs. Susmi

University of Mumbai’s
Alkesh Dinesh Mody Institute for Financial and Management Studies
Submitted to:

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 University of Mumbai

A Project Report

On
“A STUDY ON NBFC SECTOR AND EFFECT OF PANDEMIC ON NBFC”

Submitted by
AMARTHA KARUN

ROLL NO. 106

BACHELORS IN MANAGEMENT STUDIES

2023-2024

Under The
Guidance Of

Mrs. Megha Bansal

University of Mumbai’s
Alkesh Dinesh Mody Institute for Financial and Management Studies

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 University of Mumbai’s
Alkesh Dinesh Mody Institute for Financial and
Management Studies

CERTIFICATE

I, Professor Mrs. MEGHA BANSAL hereby certify that Ms. AMARTHA KARUN,
TYBMS Student of Alkesh Dinesh Mody Institute for Financial and Management Studies, has
completed a project titled “A STUDY ON NBFC SECTOR AND EFFECT OF
PANDEMIC ON NBFC” in the area of specialization Finance for the academic year 2023-
2024. The work of the student is original and the information included in the project is true to
the best of my knowledge.

_________________ __________________
BMS-Coordinator Director

_______________ ___________________
Internal Guide External Examiner

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 Declaration

I, Ms. AMARTHA KARUN, TYBMS Student of Alkesh Dinesh Mody Institute for
Financial and Management Studies, hereby declare that I have completed the project titled
“A STUDY ON NBFC SECTOR AND EFFECT OF PANDEMIC ON NBFC” during
the academic year 2023-2024. The report work is original and the information/data
included in the report is true to the best of my knowledge. Due credit is extended on the
work of Literature/Secondary Survey by endorsing it in the Bibliography as per prescribed
format.

Signature of the Student with Date

____________________________________

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 Name of Student
Ms. AMARTHA KARUN

Annexure 1

Celebrity Management

Siddharth Tripathi

(Bachelors in management studies)

Academic Year 2023-24

Under the Guidance

Of

Dr.

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Annexure 2

Certificate

I, Professor________________________ hereby certify that Mr. Siddharth Tripathi, TYBMS Student

of Alkesh Dinesh Modi Institute for Financial and Management Studies has completed the project titled
Celebrity Managementin the area of specialization Marketing, for the academic year 2023-2024. The
work of the student is original, and the information included in the project is true to the best of my
knowledge.

BMS Coordinator Director

External Examiner Internal Guide

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Annexure 3

Declaration

I, Mr. Siddharth Tripathi TYBMS Student of Alkesh Dinesh Modi Institute for Financial and
Management Studies, hereby declare that I have completed the project titled Celebrity Management
during the academic year 2023-2024.

The report work is original and the information/data included in the report is true to the best of my
knowledge. Due credit is extended on the work of Literature/Secondary Survey by endorsing it in the
Bibliography as per prescribed format.

Signature of the Student with Date

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 Name Of Student
Siddharth Tripathi

Table Of Content

Chapter no. Content Page no.

1 Executive Summary 5

2 Introduction 6

3 What is celebrity? 7

4 What is management 8

5 Function of management 9

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6 Celebrity management as an industry 10

7 Meaning of celebrity management 12

8 Importance of celebrity management 17

9 Celebrity coordination 19

10 Important things about celebrity management 20

11 Celebrity bonds 22

12 Celebrity branding 23

13 How to start a celebrity management firm 24

14 How to become a celebrity manager 25

15 What does a celebrity‘s public relations representation do 28

16 The tears model 29

17 30
Framework to make effective celebrity management
programme

18 Celebrity management with business objective 31

19 Why does celebrity management fail 33

20 Issues in celebrity management 36

21 Role of celebrity manager 38

22 Tasks in managing celebrity 43

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 23 How to become a celebrity personal assistant 44

24 Personal experience in celebrity management 48

25 Conclusion 49

26 Case Study 51

26 Bibliography 66

EXECUTIVE SUMMARY

Celebrity management, the very topic looks challenging. A concept which gained importance in India
only after the late 90‘s. Commitment, leadership and mental & physical devotion are the core factors
needed to manage any type of event. Irrespective of the type or the scale of the event, the mental and
physical hard work that is to be put in, differs by only a negligible degree of difference.

This terminology is comparatively very new to India, though Indians have been arranging for wedding
ceremonies, naming & threading ceremonies even much before independence. But due to the lack of
proper forecasting, proper material handling they used to end up in problems like wastage of the food due
to less people coming in or fire in the pandal or food poisoning .These problems many a times used to put
the families into financial trouble after the wedding.

It is very easy for the audiences to make the event a hit or a flop. It takes just the 5 minutes for the
audiences to judge the event resulting in the efforts of nearly 3-4 months and the hard work 70-80 people
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either turning productive or waste. Thus the efforts they have put in always remains at stake till the date
of the event.

There are innumerable activities that have to be carried out. First of all forming committees, then
allotting different jobs to each committee is the very first step. Here all the theoretical concepts learnt up
till now in subjects like public relations, human resource planning, logistics, human skills, controlling,
accounts, organizing, and others come into actual use.

As an event manager one must have a lot of flexibility in terms of working pattern. Be free to do all sorts
of jobs irrespective of your position.

INTRODUCTION

Every time when you saw a programme like 'Filmfare' awards or those pop concerts and beauty
pageants you would have wondered how people managed to set up such brilliant shows. Every
tiny detail from your entering the venue to your going out is a result of rigorous planning.
Well…that's Celebrity management for you.

One of the fastest and the most glamorous upcoming professions today, it means rubbing shoulders with
who's who of the crème-de-la crème layer of the city. It provides an opportunity for unleashing one's
creative potential to a very high degree. It demands a lot of hard work and effort but at the same time
offers enormous scope.

Celebrity management is a process of organizing a professional and focused event, for a particular target
audience. It involves visualizing concepts, planning, budgeting, organizing and executing events such as
fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties,
product launching etc. Celebrity management is a multi-million dollar industry, growing rapidly, with

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mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to
access the growth of this industry.

The industry includes fields such as the MICE (Meetings, Incentives and Events), exhibitions,
conferences and seminars as well as live music and sporting events.

On the profession side, Celebrity management is a glamorous and exciting profession that demands a lot
of hard work and dynamism. The logistics side of the industry is paid less than the sales/sponsorship
side, though some may say that these are two different industries.

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 WHAT IS CELEBRITY?

Celebrity is fame and public attention in the media, usually applied to a person, or group of people
(celebrity couple, family etc.), or occasionally, to animals or fictional entities. Celebrity status is
often associated with wealth (commonly referred to as fame and fortune) and fame can often
provide opportunities to make money.

Successful careers in sports and entertainment are commonly associated with celebrity status;
political leaders often become celebrities. People may also become celebrities due to media
attention for their lifestyle, wealth, or actions, or for their connection to a famous person.

People may become celebrities in a wide range of ways; from their professions, following
appearances in the media, committing a mass murder, or by complete accident. The term "instant
celebrity" describes someone who becomes a celebrity in a very short period of time. Someone
who achieves a small amount of transient fame (through, say, hype or mass media) may become
labelled a "B-grade celebrity". Often, the generalization extends to someone who falls short of
mainstream or persistent fame but who seeks to extend or exploit it.

Page |
WHAT IS MANAGEMENT?
13
Management in businesses and organizations is the function that coordinates the efforts of people
to accomplish goals and objectives by using available resources efficiently and effectively.
Management includes planning, organizing, staffing, leading or directing, and controlling an
organization to accomplish the goal. Resourcing encompasses the deployment and manipulation
of human resources, financial resources, technological resources, and natural resources.

Management is also an academic discipline, a social science whose objective is to study social
organization. The organization and coordination of the activities of a business in order to achieve
defined objectives.

Management is often included as a factor of production along with‚ machines, materials, and
money. According to the management guru Peter Drucker (1909-2005), the basic task of
management includes both marketing and innovation. Practice of modern management
originates from the 16th century study of low-efficiency and failures of certain enterprises,
conducted by the English statesman Sir Thomas More (1478-1535). Management consists of the
interlocking functions of creating corporate policy and organizing, planning, controlling, and
directing an organization's resources in order to achieve the objectives of that policy.

The directors and managers who have the power and responsibility to make decisions and oversee
an enterprise. The size of management can range from one person in a small organization to
hundreds or thousands of managers in multinational companies. In large organizations, the board
of directors defines the policy which is then carried out by the chief executive officer, or CEO.
Some people agree that in order to evaluate a company‘s current and future worth; the most
important factors are the quality and experience of the managers.

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 FUNCTIONS OF MANAGEMENT

Management operates through various functions, often classified as planning, organizing,

leading/motivating and controlling.
• Planning: Deciding what has to happen in the future (today, next week, next month,
next year, over the next five years, etc.) and generating plans for action.
• Organizing: Making optimum use of the resources required to enable the successful
carrying out of plans.
• Leading/Motivating: Exhibiting skills in these areas for getting others to play an
effective part in achieving plans.
• Controlling: Monitoring — checking progress against plans, which may need
modification based on feedback.
• Staffing: Appointing skill and unskilled workers, and efficient personnel.

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 CELEBRITY MANAGEMENT AS AN INDUSTRY

Celebrity management‘ is catching the attention of companies and graduates alike. It does not
have a textbook definition and to try and define it would mean to borrow heavily from mainstream
management and media concepts.

It usually consists of conceptualization, planning, budgeting, and execution of below-the-line

activities such as exhibitions, stage shows, fashion or rock shows, music concerts, celebrity
appearances, fashion or charity shows, conferences, weddings, product or brand launches, and
sports shows to name few.

Events begin where the glamour ends. EM is the most intimate form of marketing. It is
ttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttttt controlled activity aimed at the target audience. Events
have always been there. In the past meeting, organizing and project planning were the form of
Celebrity management as a profession.

Today it is much more professional and more organized a sector than, a decade ago. Celebrity
management was started, the moment multinationals started pouring in, when our markets
liberalized in the 80s.

It is difficult to pinpoint exactly when Celebrity management broke away from mainstream course
and started carving a niche for itself in the industry. Maybe it was around 1996 that it rapidly
gained importance as a professionally managed niche of marketing.

Companies realize that through events they can reach out to customers more closely, more
intimately and it is cheaper than mainstream or conventional forms of communication, say
television or print. It can be called as 'experiential marketing', or niche marketing, where the
environment is controlled to suit the needs of the product or

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The show being showcased and the output being far tangible that that of the conventional media.
An event is a niche communication medium that allows companies to reach their target audience
directly with tangible outcomes, which are not possible through

Conventional forms of advertisement. Through events, we can select and reach out directly to our
target audience, we can control our budgets and at the end of the event tangibly analyse if the event
was a success or not. This is quite difficult, in mainstream communications, where the results are
intangible and we are not sure who is seeing it and whom the communication reaches out to.

MEANING OF CELEBRITY MANAGEMENT

The celebrity management Industry today, manages the professional lives of their Bollywood stars.
They manage for their taste, their choice and their profession and for that they get paid. The job
usually here is, to manage the professional lives of the star and build their Brand Image into the

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market. The return for the work is high and no doubt offers an array of employment opportunities
to young aspirants, young comers.

Gone are the days of conceptual Image building. Earlier, image building was associated with
corporate image building and even the definition and meaning was so, but now the ‗Image' word
itself has changed drastically. Companies are now, spending crores of rupees to uplift their brand
image as, now the consumers and their decision are more informative. They now, make a decision
after observing, perceiving and judging the image of the product that is built in the market. They
even judges their credibility too with the image already built. Today, the brand itself has become an
Icon to measure the product, its function, its action and even the product itself. It is the brand, of
whose sound the choice is being made. Not only corporate are needed to be associated with the
celebrities to build an image, but also the personalities and celebrities are needed to build an
image.

Image managers are required to create built & retain a brand. Under celebrity management, the
task of Image management covers taking care of their lives, their dress code, their behavioural
projections, statement in the Market/Press, public appearances etc. These all attempts are to raise
or change the perception or image of an identity in the public consciousness.
The creativity and task of this service provider are immeasurable. Many have concluded that if the
concept had come earlier they would may have be performing better than what they today perform.

The changing face of PR management and their role is incredible. As they usually gets associated
with the brand they have shown with, the synergy, the association, the relation, the perception of
the two i.e. the brand and the celebrity and the impact of such management has led the PR
management as an integral part of the marketing plan.

The image building or managing activity of such an Organisation has created and diverted the old
concept of Image building and the concept itself is not merely associated the corporate image but
also the Identity Image and the task of celebrity management company is, to manage the
professional lives of the celebrities in a manner, to reflect the brand they are representing and vice
versa.

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The job of the image consultant is, to portray the exact image; the personality wants to be
portrayed in the Public. The role of the image builder has to portray the target markets where the
incumbent wants to be portrayed and the let him know various available communication tools. No
doubt, the role of the Image consultant, demands that he should have excellent communication
skills, strong strategic thinking and has the quality to move beyond the expectation and even
stimulate beyond the obvious.

The growth of the industry and the employment opportunity provided by the Industry has raised
question as what could be the guiding factor to have with for an ideal candidate while entering into
the market. The answer has given as that if an incumbent is a good manager, advisor and
trustworthy at the time of difficulty and if they have the ability to switch over with the requirement
can fit in this Industry.

The need of the industry defines that if an incumbent is good at languages, likes traveling, have
pleasant personality and nature and if he has a good portion of patience in his nature he can best fit
in the Industry. They are required to fill the demands of the person/Organisation in building their
brand or image or even change them as the situation demands. He not only has to fit with the
image required demand of his beholder but also has to fit with all the mood swings of the stars. He
has to fit in all the aspects and manage the situation to result the end solution. It will not be very
specific and explicit to the nature of the manager, but if he has the ability to manage the two and
the situation, can fit in the Industry.

It will not be vague to say that if he has strong marketing, sales. Media and television background
can no doubt do well in this kind of Industry. He has to be very strategic, possess the tact of
managing brands/Images, have a sound knowledge of product life cycle and if he can execute these
branding strategies can best suit efficient consultant or manager in this field.

The attractiveness of the job nature could not be ignored, but for an incumbent they must factors
which could help him in being in the industry is that he has to be patient and proactive. It is well

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said that if an incumbent is confident enough to cope up with any embarrassing situation, could
best served by this Industry.

The normal succession path is to start with as a trainee and slowly to grow to up. It is well said in
this Industry too and that is if the newcomer has the patience and is proactive in nature, confident
enough to cope up with wrong situation required to have pick one area, master it and champion it,
if all the qualities are there in the incumbent there is no boundary or the limitation for him.

The celebrity management Industry today, manages the professional lives of their Bollywood stars.
They manage for their taste, their choice and their profession and for that they get paid. The job
usually here is, to manage the professional lives of the star and build their Brand Image into the
market. The return for the work is high and no doubt offers an array of employment opportunities
to young aspirants, young comers.

Gone are the days of conceptual Image building. Earlier, image building was associated with
corporate image building and even the definition and meaning was so, but now the ‗Image' word
itself has changed drastically. Companies are now, spending crores of rupees to uplift their brand
image as, now the consumers and their decision are more informative. They now, make a decision
after observing, perceiving and judging the image of the product that is built in the market. They
even judges their credibility too with the image already built. Today, the brand itself has become an
Icon to measure the product, its function, its action and even the product itself. It is the brand, of
whose sound the choice is being made. Not only corporate are needed to be associated with the
celebrities to build an image, but also the personalities and celebrities are needed to build an
image.

Image managers are required to create built & retain a brand. Under celebrity management, the
task of Image management covers taking care of their lives, their dress code, their behavioural
projections, statement in the Market/Press, public appearances etc. These all attempts are to raise
or change the perception or image of an identity in the public consciousness. The creativity and
task of this service provider are immeasurable. Many have concluded that if the concept had come
earlier they would may have be performing better than what they today perform. The changing

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face of PR management and their role is incredible. As they usually gets associated with the brand
they have shown with, the synergy, the association, the relation, the perception of the two i.e. the
brand and the celebrity and the impact of such management has led the PR management as an
integral part of the marketing plan.

The image building or managing activity of such an Organisation has created and diverted the old
concept of Image building and the concept itself is not merely associated the corporate image but
also the Identity Image and the task of celebrity management company is, to manage the
professional lives of the celebrities in a manner, to reflect the brand they are representing and vice
versa. The job of the image consultant is, to portray the exact image; the personality wants to be
portrayed in the Public. The role of the image builder has to portray the target markets where the
incumbent wants to be portrayed and the let him know various available communication tools. No
doubt, the role of the Image consultant, demands that he should have excellent communication
skills, strong strategic thinking and has the quality to move beyond the expectation and even
stimulate beyond the obvious.

The growth of the industry and the employment opportunity provided by the Industry has raised
question as what could be the guiding factor to have with for an ideal candidate while entering into
the market. The answer has given as that if an incumbent is a good manager, advisor and
trustworthy at the time of difficulty and if they have the ability to switch over with the requirement
can fit in this Industry.

The need of the industry defines that if an incumbent is good at languages, likes traveling, have
pleasant personality and nature and if he has a good portion of patience in his nature he can best fit
in the Industry. They are required to fill the demands of the person/Organisation in building their
brand or image or even change them as the situation demands. He not only has to fit with the
image required demand of his beholder but also has to fit with all the mood swings of the stars.

He has to fit in all the aspects and manage the situation to result the end solution. It will not be
very specific and explicit to the nature of the manager, but if he has the ability to manage the two
and the situation, can fit in the Industry. It will not be vague to say that if he has strong marketing,

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sales. Media and television background can no doubt do well in this kind of Industry. He has to be
very strategic, possess the tact of managing brands/Images, have a sound knowledge of product
life cycle and if he can execute these branding strategies can best suit efficient consultant or
manager in this field.

The attractiveness of the job nature could not be ignored, but for an incumbent they must factors
which could help him in being in the industry is that he has to be patient and proactive. It is well
said that if an incumbent is confident enough to cope up with any embarrassing situation, could
best served by this Industry. The normal succession path is to start with as a trainee and slowly to
grow to up.

IMPORTANCE OF CELEBRITY MANAGEMENT

In a world full of faces, the ones' which bolt from the blue are perhaps of the celebrities. The
advertisers are always on the lookout for such faces for the purpose of management. But, the major
challenge before them is to find the right faces for their brands or in other words celebrity
management.

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McCracken quotes, "In the best of all possible worlds, the marketing or advertising firm first
would determine the symbolic properties sought for the product... It would then consult a roster of
celebrities and the meanings they made available and taking into account budget and availability
constraints would choose the celebrity who best represents the appropriate symbolic properties."

This suggests that the image of the celebrity must fit or be congruent with the product which can
be explained from the theoretical perspective using a social cognition framework.

Important Celebrity Attributes:

While selecting a celebrity as endorser, the company has to decide the promotional objective of the
brand and how far the celebrity image matches with it. The selection is in fact a collaboration,
from which both the company and the celebrity gains. The most important attribute for a celebrity
endorser is the trustworthiness. The target audience must trust that a celebrity carries a particular
image and it must match with the product. The second attribute in order of importance is like
ability.

The celebrity also must be accepted as a popular icon by a large cross section of the audience.
Companies use celebrity endorser because they are considered to have stopping power, i.e., a
celebrity can be a very useful tool to draw attention to advertising messages in a cluttered media
environment. The overall popular image coupled with exact product- image match enhances the
consumer attention resulting in greater brand recall. Similarity between the target audience and the
celebrity is the third important attribute.

A person well-known in a society can have greater impact than a celebrity of a different world. If
the endorser and receiver have similar needs, goals, interests and lifestyles, the position advocated
by the brand communication is better understood and received. Similarity is also used to create a
situation where the consumer feels empathy for the person shown in the commercial. The bond of
similarity between the endorser and the receiver increases the level of persuasiveness.

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 CELEBRITY CO-ORDINATION

Celebrities act like a catalyst when it comes to making an event special. Their mere
presence brings joy to everyone. The exposure in media and growing number of projects
has made celebrities come closer to the masses than ever before. The celebrities too are
now socializing and are always willing to make social appearances such as personal
appearances, special guests, product launches, presentations and special appearances, etc.

Steps have been a part of this well integrated, well connected family of Bollywood since
over 10 years. Thus celebrity coordination is not just something that we are good with we
are one of the best in this, making this –Celebrity management services, our forte in this
business. We coordinate leading celebrities and artists, be it Movie stars, Actors, Actresses,
Comedians, Artists, Singers, Bands. From small screen stars to Super stars, we can
effortlessly coordinate them according to our client's needs.

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 10 IMPORTANT THINGS ABOUT CELEBRITY
MANAGEMENT
1. it‘s surprising how stimulating the job is.

In terms of how much thought goes into it, because you are looking into everything that a
celebrity does – from the films they decide to associate with, to their media perception and
magazine covers, brands and public appearances. Everything has to be in sync with the
image that has been defined for your client. As an agent/manager you are solely responsible
and every decision you make has a direct impact on your client‘s career.

2. Your client will often look to you for advice.

Hence it is imperative that we as agents are up-to-date with the industry‘s current state of
affairs. This could include everything from latest fashion trends, box office numbers and
reports, to what every studio/producer is casting, the list is never-ending.

3. Being a manager/agent doesn‘t translate into being your client‘s ―Best Friend‖.

This is a common misconception, however, it is essential to create and maintain a healthy

balance between personal and professional relationships.

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4. This is not a job for the faint-hearted.

You are battling with back to back packed schedules, meetings and not to forget – the egos!

5. This field gives you the opportunity to be a part of some of the most amazing conversations &
interactions.

Be it discussing how to convert an interesting concept/book into a film, being a part of

brain-storming sessions with an ad agency‘s creative team or a brand, to a preview of soon
to be released films, followed by a feedback session with the makers of the film.

6. Your phone will be an extension of your body.

7. As the agent, you are not the ‗bitch‘, as you are most often portrayed to be. More often than
not, you are just the messenger.

8. As the manager, you will often have to double up as body-guard

Women that definitely has been an ‗interesting‘ experience; it‘s a good thing my company
offers health insurance! Nafisa Khan

9. One of the highs about this job profile is that it‘s totally unpredictable.

There is no monotony, you are challenged every day and you can never get away with
saying ―I‘ve seen it or done it all.‖

10. The most important thing is that as this job requires insane hours at times

It involves more than a fair share of stressful situations at the end of the day it‘s the team
that you work with and the people who you work alongside that really makes a difference
and makes it all worth it.

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 CELEBRITY BONDS
A celebrity bond is commercial debt security issued by a holder of fame-based intellectual property
rights to receive money upfront from investors on behalf of the bond issuer and their celebrity
clients in exchange for assigning investors the right to collect future royalty monies to the works
covered by the intellectual property rights listed in the bond. Typically backed by music properties,
the investment vehicle was pioneered in 1997 by rock and roll investment banker David Pullman
through his $55 million David Bowie bond deal.

Celebrity bonds are commercial debt securities issued by a holder of fame-based intellectual
property rights to receive money upfront from investors on behalf of the bond issuer and their
celebrity clients in exchange for assigning investors the right to collect future royalty monies to the
works covered by the intellectual property rights listed in the bond. While a celebrity bond can
cover any work of art whose future royalties are based in part on a widespread reputation of the
creator of the work, celebrity bonds often are music based celebrity bonds.

For a music-based celebrity bond, a music celebrity bond issuer seeks to put together intellectual
property rights of one or various artists to "songs that have stood the test of time," typically "top40
greatest hits across genres from jazz to rap to rhythm and blues. In addition to getting money
upfront, artists additionally retain ownership of their work and do not have to pay tax on what the
IRS considers a loan, since yet-to-be received royalties are re-characterized by the bond agreement
as loan interest and principal payments. The artists also passes on the risk to investors that the
works backing up the celebrity bond will lose their appeal, where the investors are in a better
position than the artist to assess such a risk.

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 CELEBRITY BRANDING
Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand
ambassador and uses his or her status in society to promote or endorse a product, service or charity
Celebrity branding can take several different forms, from the appearance of a celebrity in
advertisements for a product, service or charity, to a celebrity attending PR events, creating his or
her own line of products or services, or using his or her name as a brand. [Citation needed] The
most popular forms of celebrity brand lines are for clothing and fragrances.

Some singers, models and film stars have at least one licensed product or service which bears their
name.[example needed] The use of a celebrity or of a sports professional can have a huge impact
on a brand. For example, sales of Nike golf apparel and footwear doubled after Tiger Woods was
signed up on a sponsorship deal. Celebrities also provide voice-overs for advertising. Some
celebrities have distinct voices which are recognizable even when faces are not visible on a screen.
This is a more subtle way to add celebrity branding to a product or service. An example of such an
advertising campaign is Sean Connery‘s voice-over for Level 3 Communications.[citation needed]

Celebrity branding is a global phenomenon and it assumes paramount importance in countries like
India, [citation needed] where the public may treat celebrities as virtual demi-gods. There is a
certain correlation [which?] between successful celebrity branding and brand management. More
recently,[when?] advertisers have begun attempting to quantify and qualify the use of celebrities
in their marketing campaigns by evaluating their[who?] awareness, appeal, and relevance to a
brand's image and the celebrity's influence on consumer buying behaviour.

However, in some cases the celebrity did not give permission to be associated with the brand and
was wrongly attributed to the brand. For example, on July 23, 2008, Taco Bell launched their

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"Why Pay More?" campaign and used 50 Cent's name and trademark as a way to endorse their
low-cost menus. 50 Cent was unaware of this management and therefore sought out legal action.
He filed a lawsuit against Taco Bell and sued for $4 million. He won the case.

HOW TO START A CELEBRITY MANAGEMENT

FIRM?
It is very interesting and challenging to enter into the limelight at the start of your career as an
entrepreneur, and you can do so by representing some of the top most celebrities and public figures
of the time. Celebrity management firms specialize in the management of celebrities of all kinds,
ranging from movie stars, sports icons to high ranking political officers and other public figures.

Celebrity management is one of the most glamorous upcoming professions today and provides a
very green pasture for entrepreneurs to consider setting their feet on. Before starting up a celebrity
management firm, do an extensive research on the competitors in the industry and on their clients.

To begin with, identify celebrities who are in need of a manager. Your services should cover
managing all aspects of their professional lives. A good manager also provides sufficient room to
ensure that the celebrity also enjoys his/her personal time to the fullest.

A celebrity firm would therefore provide services like celebrity grooming, managing time
schedules on behalf of their clients, public relation services, marketing and advertising campaigns,
celebrity management, promotional launches, parties, personal appearances and a lot more. Most
of these services should be customized to suit your high end clientele. You can even go out of your
way and provide lookalikes for actors in movies if required. You should ensure that you can
provide the service the client asks for.

If you do not have the right means and resources to do so, do not accept the deal.
Though all these may sound like fun, it is not as easy as it seems, considering the hectic life style
of these celebrities. A single celebrity manager will not be able to serve more than one or two
clients at the same time. Hence if you wish to start a celebrity management firm, you should first

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have a highly capable team of professionals who can efficiently manage the time and resources
available to maintain and promote the reputation of the client. The manager should be able to make
quick and problem solving decisions. For example:- if a celebrity is required to at two places at
the same time, the decision to choose the schedule should be made keeping in mind the long term
benefits of the client and his reputation, rather than the commission you may receive.

Another skill required is to be fully oriented to satisfy the needs of the client while maintaining a
long lasting and personal relationship with each of them.

To do so, the manager should not only interact well with the celebrities but also have good
networking skills to ensure the client they represent, receives as much as publicity as possible.
Thus, a celebrity manager should be the force behind the overall public image of the client they
represent. They are, therefore, responsible for all the public acts of the celebrity. This corroborates
with the fact that as the pay increases, so do the responsibilities.

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 HOW TO BECOME A CELEBRITY MANAGER
Celebrity managers represent and advance the careers of artists, personalities and athletes. These
managers must have strong business acumen and the ability to create opportunities. A dynamic
personality and excellent communication skills are necessary, as well as a willingness to take risks.
Travel is sometimes required.

Career Requirements:

• Degree Level: Bachelor's degree

• Degree Field(s): Marketing, public relations, media
• Experience: Considerable amount of work experience or training is required
• Key Skills: Persuasion, communication, negotiation, time management

Step 1: Complete a Bachelor's Degree Program

• A bachelor's degree is often necessary to obtain a job at a talent or sports management

company or agency. Celebrity management requires strength in communications, business
and finance.
• The emphasis of the four-year degree can be just about anything, including arts
management, public relations, business administration, accounting, literature or film.
• It may be helpful to select a university or college in a major entertainment or sports market,
such as Los Angeles or New York, where there are more opportunities to make contacts and
work in the field.

Success Tip:

• Work at an internship. While in school, it is a good idea to seek internships with

entertainment companies, talent agencies, public relations firms or any related businesses.
• Although these positions may involve more perfunctory administrative duties, they are
important places to meet people who work in the industry and to make contacts.
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 Professionalism is vital at all times.
• Interns should always show up on time, perform every task requested and be personable. If
invited, they should attend events and parties where they can take business cards and start
building a reputation as a talented, likable and hardworking individual.

Step 2: Gain Work Experience

• According to the U.S. Bureau of Labour Statistics (BLS), public relations managers and
those in similar positions are required to be trained on the job or in a more formal setting.
Entry-level positions are intended for individuals to work their way up to manager jobs.
• Entry-level employees usually sort mail and files, schedule meetings, answer phones,
create spreadsheets and execute any other function to aid managers. Only after gaining
experience can aspire managers begin to work on their own.

Success Tip:

Consider certification. While certification is not required, it does show competency and drive. The
Public Relations Society of America, for example, offers a certification program for public
relations managers.

Step 3: Weigh Options and Opportunities

• The State of California Employment Development Department projected more than 24%
growth in the profession from 2012-2022. The job potential within each state was predicted
to vary.
• Those with the most formal education and work experience will see the best prospects.
Entry-level job competition is expected to remain strong.

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 WHAT DOES A CELEBRITY'S PUBLIC
RELATIONS REPRESENTATIVE DO?
Representing a celebrity and promoting him to the public may sound like a glamorous job, and in
many ways it is. But the PR representative for a celebrity also has a tough job where he has to fix
negative press and make sure the celebrity is always on top of the latest news. A PR representative
for a celebrity never has real downtime, and must be available at a moment's notice if a crisis
occurs.

Crisis Communication:

One of the most important jobs for a PR representative of a celebrity is handling a crisis. This can
be a short, quick response if a celebrity makes a racist statement or ends up in jail, or the job can
be developing a long-term strategy for a public image turnaround, such as when a celebrity is
arrested for making lewd gestures and his public image is instantly ruined.
The PR rep has to know how to respond to media inquiries and calm down the public, while also
coming up with strategies to get the celebrity positive media coverage that overshadows the bad.

Appearances:

A celebrity PR representative is also in charge of finding opportunities for celebrities to make

public appearances. This can mean photo shoots or red carpet appearances for award shows or new
movies. It can also mean setting up interviews with popular magazines or giving a speech at a
charity event. The PR representative should be constantly working new angles and making new
contacts that can help get the celebrity‘s name attached to worthwhile causes and special events.

Internet Fixer:

A celebrity publicist should also be Internet savvy. For example, Kelly Bush, a publicist for some
of the biggest stars in show business, is knowledgeable on how to work with Google to get false,
defaming headlines removed from the search engine. Publicists also have to know when to have a
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celebrity's photo taken down from a website if it is violating copyright, or how to deal with a
celebrity being misquoted by a popular blog.

Social Media:

Being a publicist for a celebrity is more than just fixing Internet goofs, it also involves managing
the celebrity's online persona. Celebrities have numerous social media accounts, including
Facebook pages, Twitter profiles and even Instagram accounts. The PR representative may be in
charge of making tweets for the celebrity, handling sponsored tweets that can pay thousands of
dollars or even more and posting appropriate photos on Facebook. The representative might even
post funny videos on YouTube that can go viral and bring in extra publicity for the client.

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 THE TEARS MODEL
The attributes highlighted by the acronym "TEARS" are gauged for celebrity selection. These are:
Trustworthiness: For example - Legendary actor Amitabh Bachchan who is an icon of trust;
promoting ICICI Bank. Expertise: For example - Golfer Tiger Woods for a sports brand.
Attractiveness: For example - Tennis player Anna Kournikova who earns 10 Million dollars per
year in just management. Respect: For example - Former Miss World Aishawarya Rai and the Eye
donation campaign. Similarity: For example - a child artist promoting a chocolate brand. A
celebrity scoring high on all the above attributes can turn out to be a good endorser for the brand
under question.

The No TEARS Model

The "No TEARS" approach is a tool for managers and their advertisers how to go about selecting
celebrities so as to avoid the pitfalls from making an unwise decision.
Selecting the right celebrity does more than increasing sales; it can create linkages with the
celebrities' appeal, thereby adding new dimension to the brand image. Research conducted by
Katherine Eckel has revealed that celebrities can get people to make a better choice but cannot
influence 'people to make a foolish choice'. The success of celebrity management in India can be
sought from a market research conducted earlier which found that 8 out of 10 TV commercials
scored the highest recall were those with celebrity appearances. A few examples: Sachin Tendulkar
- Adidas, Sourav Ganguly - Britannia, Leander Paes & Mahesh Bhupati - J.
Hampstead, Shah Rukh Khan - Pepsi, Sushmita Sen - Epson, and Aishwarya Rai - Coke.

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 FRAMEWORK TO MAKE EFFECTIVE
CELEBRITY MANAGEMENT PROGRAM
With the cut-throat competition and continuously changing market dynamics, one has to assess the
market conditions and re-evaluate its current marketing strategies such as its portfolio of celebrity
management. The action plan should be able to answer the following key questions:

• Are the celebrity management programs result driven?

• How to quantify the value generated by the celebrity managements?
• Are customers able to connect the brand with the celebrity?

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 CELEBRITY MANAGEMENT WITH BUSINESS OBJECTIVES

The attributes of the celebrity should be intrinsically valuable and aligned with the product, brand
and company. If the brand-celebrity attribute fit is slow, then the company should adopt
―Eliminate or avoid" strategy. The consumers are unlikely to connect between the brand and the
celebrity, and the recall value is likely to be very low; defeating the entire purpose of signing the
celebrity. This is what happened when Goodlass Nerolac Paints roped in Amitabh Bachchan as
their brand ambassador. When the positioning of the brand is high but the fit with the celebrity is
low, the company should adopt a "Monitor and evaluate" strategy.

The company should continuously track the effectiveness of the celebrity management through
surveys, monitoring the sales, etc. Though Parker pens had a positioning of premier pens, the early
advertisements with Amitabh Bachchan showed low brand-celebrity fit. When the positioning has
not been effective, but the fit with the celebrity is high, the company should adopt the strategy of
"Keep and enhance".

The company has to spot the opportunities to leverage the celebrity investment and to find more
better and effective ways to communicate with the target audience. The celebrity attributes align
with the company's brand, strategic business objectives and primary customer segment. The Narain
Karthikeyan - J K Tyres relationship works well in this category. In the ideal quadrant when the
positioning effectiveness is high and celebrity fit with the brand is also high, the company should
follow the strategy of "Grow and partner".

The promotion strategy to create deeper brand association, identify new celebrities that are capable
of achieving company goals and negotiate for additional rights from the existing contracts. A large
extent of this can be successful if the company can develop and execute coordinated, preplanned
negotiation strategy which will enable it to improve the contractual fees and media commitments
stipulated in the contract, as well as the amount and benefits conferred on the company.

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A few guidelines for formulating a well- defined negotiation strategy would include: Understand
the Competition of Celebrity Except for few venerable celebrities; most of the celebrities quote
their price in expectation of negotiation.

The company should benchmark the contractual fees and benefits against that of comparable
celebrities to ensure the package is equivalent. Understand 'Celebrity' Clutter There could be a
degree of clutter with the celebrity endorsing many more brands and companies. This clutter can
impede the ability of the company to capture the image and awareness required to generate value
from the management.

The company needs to understand the risk associated with the signing of such celebrity and need to
devise strategic opportunities to stay clear of the clutter. Include Value-in-Kind Payments
Companies can reduce their risk and management costs by substituting out-of-pocket cash
payments with value-in-kind, which can be traded at market price.

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 WHY DOES CELEBRITY MANAGEMENT FAIL?
There may be cases where brands are not able to take-off even after the backing of celebrities. And
this leads to speculations in the Ad World on the soundness of celebrity management as an
effective communication strategy.

Many celebrity managements fail because they identify a celebrity they like in an emotive and un-
researched manner and then try to create advertising to force-fit the celebrity into the creative
concept." Therefore, the advertisers must associate the celebrity to the advertisement and not vice
versa. Thinking on the similar lines, the advertisers shouldn‘t identify the brand to associate with
the celebrity but do vice versa.

The success of celebrity management also depends upon the capacity, knowledge, experience, and
qualification to talk about the product. Failure may be attributed to improper positioning
(Example: Amitabh Bachchan, Abhishek Bachchan & Maruti Versa), negative perception after use
of product / service (inferior products), misapprehension of the meaning of the management, etc.
"The philosophy behind much advertising is based on the old observation that every man is really
two men - the man he is and the man he wants to be." - William Feather Another reason for the
celebrity management to turn against the brand is due to "Overshadowing".

This happens when the celebrity is larger than the brand being endorsed. And unfortunately, though
the celebrity generates higher levels of attention among viewers, the impression is not always

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strongly linked to the advertised brand. Finally, brand may also fail to get noticed given a recent
negative publicity of the celebrity endorser.
Example: Michael Jordan lost his management deals when he announced in 1991 that he's HIV
Positive. It wasn't until July 2003 that he landed his first management deal since the
announcement.

SOLUTION

As discussed, celebrity management is very crucial to avoid the brand-celebrity disconnect, and
subsequently, brand failures. Proper market research should be carried out and right positioning
strategies should be in place. If the consumers have questions in their minds regarding the quality
or performance of the product then even God cannot save the brand. There shouldn't be any
ambiguity or confusions when showing the celebrity in the advertisement.

The obvious solution to the problem of overshadowing is to make sure that both the advertisement
and the celebrity are focused on the brand or product.

To avoid any bad publicity arising out of celebrity defames, companies may resort to multiple
celebrity management.
For Example: Pepsi while capitalizing on the popularity of cricket and films in India used several
cricketers and film stars in their ads. So when Azharuddin and Jadeja got embroiled in the
matchfixing controversy, Pepsi severed its association only with these stars, but its relationship
with cricket continued.

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 ISSUES IN CELEBRITY MANAGEMENT

The use of multiple celebrities to endorse a brand may hinder the meaning transfer process, and
thus, lead to confusion among the consumers. Figure 4: Multiple Celebrity Management.
Similarity between the target audience and the celebrity is the third important attribute.

A person well-known in a society can have greater impact than a celebrity of a different world. If
the endorser and receiver have similar needs, goals, interests and lifestyles, the position advocated
by the brand communication is better understood and received. Similarity is also used to create a
situation where the consumer feels empathy for the person shown in the commercial.

The bond of similarity between the endorser and the receiver increases the level of persuasiveness.
The companies have to first clarify their business objectives, brand values and then decide who the

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celebrities are who can carry them forward. Otherwise, there can be unnecessary investments
without proper return. So the celebrity management cost has to be weighed up against the return on
marketing investment.

Besides, while designing an ad campaign, one should also keep in mind that the overuse of some
extremely popular celebrities often tends to confuse consumers and reduce the utility of celebrity
management.

Another argument against celebrity management involves the behaviour of the celebrity. The
values that display themselves in regrettable behaviour could transfer themselves to the brand.

The marketing function of a company should also understand that brands should assume a much
greater space than the celebrities, because their association may be temporary but the brands are
permanent. The various risks associated with celebrity managements are as follows:

1. Negative publicity:
If the celebrity is strongly associated with the brand then the occurrence of the negative
publicity can spill over the brand. This can harm the trustworthiness and credibility in the
mind of the consumers. E.g., Salman Khan lost his management deal with Thumbs-Up
after his infamous incidents like buck-killing and rash driving.

2. Overshadowing:
When celebrity endorser is used, the risk of consumers focusing on the celebrity and not on
the brand exists.

3. Overexposure:
This risk arises when the celebrity chooses to endorse several different products
simultaneously which might leave the consumers confused.
E.g., Sachin Tendulkar endorses several brands such as MRF, TVS Victor, Pepsi, Fiat,
Boost, etc.

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 4. Overuse:
Sometimes the company can use many different celebrities to appeal to different market
segment. But multiplicity of endorser might blur the image of the brand and reduce the
effectiveness of the means of persuasion.

5. Extinction:
The favourable response obtained by a particular brand may weaken over time if the brand
gets significant exposure without the association of the celebrity.

If the celebrity contract is for a considerable period of time, then it can lead to draining out capital
without proper return.

Financial Risk - The decision for hiring an expensive endorser may not be always feasible if there
is a poor brand fit.

Therefore, for celebrity managements to work effectively there are some fundamental ground rules
- The brand promise and the brand personality should be clearly articulated.

The communication objectives for the campaign should be frozen. Focus must be on the synergy
between the brand and the celebrity image. Establish explicitly what the celebrity is going to
communicate

Once these criteria are met, managements can work as a force multiplier. A deeper insight in the
impact of celebrity management on consumers' minds can be explained by the meaning transfer
model, explained in the next section.

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 ROLE OF CELEBRITY MANAGER
An important practice for promoting luxury brand is the celebrity endorsements. It is very
necessary because the celebrity endorsements are a big awareness of brand developing tool for
new brands. This endorsement helps the brand marketers to re-position and position their occurring
brands.

The celebrities are used to restore viability and return to permanent brands. The celebrities are also
used to develop extensive opportunities for luxury brands and also promote appeal and brand‘s
products.

There are many ways which the celebrities can be used to either show some connection to the
brand or endorse a luxury fashion brand when the luxury brand marketers use a celebrity it
portrays a different brand personality and it must be for a strategic need such as new launch of
product, brand re-positioning and extension of brand. When the personality of a celebrity matches
that of a brand the result is always a brand image enhancement.

The most important thing for upcoming and new luxury brands is that the celebrity must not
overshadow the brand. Already many established luxury brands have powerful personalities of
brand making it a challenge for celebrities to brighten the brand.

However some other brands that are yet to ascertain a high level of strength of brand have to be
careful in selecting a celebrity whose strength does not go beyond the brand. The celebrity must
have lasting and fixedness appeal. This means that the celebrity must maintain the sustainability
and maintain their career and image successfully.

The success of a celebrity endorsement strategy is always based on how successful a celebrity‘s
role and career as a star is projected to be. This is related to the projections of sales forecast which
the companies make using current and previous flows of cash. Many stars who have been

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successful in their careers for many years at the same time lack appeal and constancy which cannot
be avoided if they are to endorse a luxury brand (Belch, Belch and Purani, 2009).

Thus celebrity endorsement facilitates an increased expectation level of customer and this
expectation must be met and exceed constantly.

Strategic brand positioning and effective communication are the keys to success in today‘s market
where many brands compete in the same category for the market share. Companies are employing
their maximum might to promote their brands and occupy a long lasting image in the minds of the
consumers. In India, television is the most popular and effective means of the mass
communication.

There are over three million television commercials being aired every year. However, 80 percent of
them are forgotten by the people in a day or two. So, it is imperative for the marketers to ensure
that their ad campaign stands out amongst the crowd. Since advertising is a highly critical tool for
luring customers to make purchases, Indian firms are investing millions of rupees on celebrity
advertising (Khatri, 2006). Celebrity endorsements are also an easy option for Indian marketers
because of the disparities of the Indian consumer base in terms of religion, ethnicity, value system
and most importantly economic variations.

Therefore, advertisers in India emphasis a lot on brand recall and customer persuasion for
differentiating their ad campaigns from those of the counterparts. It is here that celebrity
endorsement provides a tremendous boost (Surana, 2008).

For instance, one of the strongest celebrity endorser is cricketer Sachin Tendulkar who is a youth
icon and endorses many successful brands like, Pepsi, Boost, Aviva Life Insurance, TVS, Britannia
Biscuits, Visa, Airtel etc. Like, Shahrukh Khan, Amitabh Bachchan, Kareena Kapoor also have
many brands in their kitties.

Indians love their celebrities and blindly follow their suit. This has proved to be a boon for the
marketers and celebrity endorsement is just getting better by the day. It has now become an

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indispensible part of the marketing communication strategy. It is a win – win situation for both the
celebrities and the brands. However, the consumers are ones who are least benefitted as they end
up paying more for the products and services.
Scientific Celebrities

A scientific celebrity is a person who gains celebrity status in the media by representing their own
scientific interests. Such promotion can be self-serving in nature, can be at the behest of
governmental or corporate interests or even to promote the science involved. With every new
scientific discovery various people have long been known for their contributions to knowledge,
medicine and methods of transportation. Although this phenomenon has undergone a recent
insurgence (coincidental with the rise of celebrity culture), it is by no means new and the list of
scientific celebrities is long. Many other people have become known to the public as a result of
media promotion. Heads of state, heads of governmental units and religious leaders have long
enjoyed this attention in representing interests other than their own.

Media Celebrities

Some television presenters such as Richard Attenborough, Patrick Moore and David Attenborough
have scientific qualifications, and some like Bill Nye have engineering qualifications, but these
presenters are primarily known for their own presentations of scientific topics rather than their
contributions to the advance of scientific knowledge. Additionally, some celebrities are known for
their roles in the media but not for their work in science, for example Mayim Bialik, child star
from television show Blossom who has a PhD in neuroscience.

For a list of persons who have made major discoveries in the sciences, see the articles for specific
areas of scientific knowledge and discovery.

15 Minutes of Fame

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15 minutes of fame is short-lived media publicity or celebrity of an individual or phenomenon. The
expression is credited to Andy Warhol, who included the words "In the future, everyone will be
world-famous for 15 minutes.

Photographer Nat Finkelstein claims credit for the expression, stating that he was photographing
Warhol in 1966 for a proposed book. A crowd gathered trying to get into the pictures and Warhol
supposedly remarked that everyone wants to be famous, to which Finkelstein replied, "Yeah, for
about fifteen minutes, Andy‖.

The phenomenon is often used in reference to figures in the entertainment industry or other areas
of popular culture, such as reality television and YouTube. It is believed that the statement was an
adaptation of a theory of Marshall McLuhan, explaining the differences of media, where TV differs
much from other media using contestants.

An older version of the same concept in English is the expression "nine days' wonder", which dates
at least as far back as the Elizabethan era.

Interpretation

German art historian Benjamin H. D. Buchloh suggests that the core tenet of Warhol's aesthetic,
being "the systematic invalidation of the hierarchies of representational functions and techniques"
of art, corresponds directly to the belief that the "hierarchy of subjects worthy to be represented
will someday be abolished," hence anybody, and therefore "everybody," can be famous once that
hierarchy dissipates, "in the future," and by logical extension of that, "in the future, everybody
will be famous," and not merely those individuals worthy of fame.

On the other hand, wide proliferation of the adapted idiom "my fifteen minutes‖ and its entrance
into common parlance have led to a slightly different application, having to do with both the
ephemerality of fame in the information age and, more recently, the democratization of media
outlets brought about by the advent of the internet.

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In this formulation, Warhol's quote has been taken to mean: "At the present, because there are so
many channels by which an individual might attain fame, albeit not enduring fame, virtually
anyone can become famous for a brief period of time."

There is a third and even more remote interpretation of the term, as used by an individual who has
been legitimately famous or skirted celebrity for a brief period of time, that period of time being
his or her "fifteen minutes. John Langer suggests that 15 minutes of fame is an enduring concept
because it permits everyday activities to become "great effects.‖ Tabloid journalism and the
paparazzi have accelerated this trend, turning what may have before been isolated coverage into
continuing media coverage even after the initial reason for media interest has passed.

Social Networking

Celebrities have been flocking to social networking and video hosting sites such as YouTube,
Twitter, Facebook, Instagram, Google+, and MySpace. Social networking sites allow celebrities to
communicate directly with their fans, removing the middle-man known as traditional media.
Social media humanizes celebrities in a way that arouses public fascination as evident by the
success of magazines such as Us Weekly and People Weekly.

Celebrity blogging have also spawned stars such as Perez Hilton who is well known for not only
blogging, but also outing celebrities. Social media sites have also contributed to the fame of some
celebrities, such as Tila Tequila who became known through MySpace.

As A Mass Media Phenomenon

Celebrities often have fame comparable to royalty. As a result, there is a strong public curiosity
about their private affairs. The release of Kim Kardashian's sex tape with rapper Ray J in 2003
brought her to a new level of fame, leading to magazine covers, book deals, and reality TV series.

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Celebrities may be resented for their accolades, and the public may have a love/hate relationship
with celebrities. Due to the high visibility of celebrities' private lives, their successes and
shortcomings are often made very public.

Celebrities are alternately portrayed as glowing examples of perfection, when they garner awards,
or as decadent or immoral if they become associated with a scandal. When seen in a positive light,
celebrities are frequently portrayed as possessing skills and abilities beyond average people; for
example, celebrity actors are routinely celebrated for acquiring new skills necessary for filming a
role within a very brief time, and to a level that amazes the professionals who train them.

Similarly, some celebrities with very little formal education can sometimes be portrayed as experts
on complicated issues. Some celebrities have been very vocal with their political views.

For example, Matt Damon expressed his displeasure with 2008 US vice presidential nominee
Sarah Palin, as well as with the 2011 United States debt-ceiling crisis

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 TASKS IN MANAGING CELEBRITIES
The most important task in celebrity management is to handle the celebrities with proper care with
proper management skills. Hence if any kind of problems arises we should know how to handle
them.

As the first important thing in managing the celebrities is as the celebrity arises we should first
escort the celebrities to the safest place then be with the and should make sure that there is a full
security for the celebrity. As if the celebrity is hungry or he wants anything then it is our
responsibility to see that whether the celebrity is being satisfied or not just our main task is to do
what the celebrity says as he is having a good image in front of the people.

The most important part in celebrity management is that we should not let the celebrity feel
uncomfortable with respect to anything as if he feels our job is to keep the celebrity away from that
aspect.

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 HOW TO BECOME A CELEBRITY PERSONAL
ASSISTANT
Celebrity Personal Assistants earn a lot of money and have an incredible lifestyle that most people
can only dream about. In return for screening fan mail, answering phones, and planning parties,
celebrity personal assistants are allowed to enter an exclusive world and live like a star.

1. Choose a Type of Celebrity

Actors and rock stars are not the only ones who need personal assistants. You could decide
to assist professional athletes, politicians, directors, bestselling authors, wealthy families,
motivational speakers; dot-com millionaires… basically anyone with enough money can
hire someone to be a personal assistant.

It's probably best to work for someone in a field you're interested in, because the more you
know, the more you have to offer. Potential employers will find you more appealing as a
new hire.

2. Develop Your Skills

CPAs need to know a little bit about everything, and know where to find out more.
Celebrities are currently looking for internet-savvy, technologically competent employees
who can show them how to transfer information from their palm pilot to the computer, send
an e-greeting to Mom, or keep track of their personal finances.

Most celebrities are also interested in your typing skills, etiquette knowledge, and party
planning or gift buying ability. Above all, celebrities need to know that you will not reveal

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 their intimate secrets to the National Enquirer, so make sure you get used to practicing the
art of discretion as well.

3. Get Some Training

There is currently no formal long-term education program to become a personal assistant,

but you can develop many of the necessary skills in related programs, such as computer
courses, household management courses (for butlers and household managers) and event
planning courses offered by community colleges.

Find some good information sources on the internet that provide free how-to information,
resources and useful links for Executive Personal Assistants - do a search on personal
assistant tips and advice.

Beware of "consultants" who claim to have celebrity personal assistant experience. Be sure
to browse their website to look for proof that they are who they say.

4. Get Some Experience

One great way to learn the skills of being a celebrity personal assistant is to be a
noncelebrity PA first. You may even discover that being a personal assistant to a non-
celebrity is more your speed if you really enjoy organizing but don‘t like the stress of the
celebrity lifestyle.

5. Find a Job Opening

Networking is an important first step: let everyone know that you are a CPA who is looking
for work. Think about all of the people you know, family and friends alike. In that vast
network, is there anyone who is closer to a celebrity than you are?

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 You can also meet celebrities through volunteering, working as a production assistant on a
movie set, and job listings.

6. Contact a Celebrity

Although you may not speak with the celebrities themselves, you can usually get in touch
with their publicist, agent or even their current personal assistant. Even if they aren‘t
looking for an assistant immediately, they may have an opening in the future or know
someone who does. There are many books and websites available that list addresses and
contact information for celebrities.

7. Avoid Common Mistakes

It would be great if you could just strike up a conversation with someone like an agent and
get an immediate referral to a celebrity. However, most people who are starting out don‘t
find it easy to say the right things off the top of their head. This is when having a script can
be a tremendous help.

A script is simply an outline of what you want to say. To sound like a professional avoid
disclosing too much personal information about yourself, sounding too eager, or
mentioning that you are hoping to launch your own showbiz career. Instead, focus on what
you have to offer the celebrity.

8. Join an Agency

Most CPAs agree that this is a great inroad into the industry. Once you‘ve located one
(more than a dozen agencies are listed in the FabJob Guide to Become a Celebrity
Personal Assistant), send a brief email query asking who you should contact about
becoming a CPA for one of their clients.

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 Sign up with as many agencies as possible. According to Brian Daniel, owner of
www.findcelebrityjobs.com, an agency can't help you all that much. You have a better
chance of landing a job on your own because employers don't like paying the huge
placement fees that agencies charge.

9. Ace the Interview

According to Jonathan Holiff, former personal assistant to several celebrities, "Assuming

you have the skills and the temperament, it really comes down to a personality match." You
will more than likely have to go through a number of interviews before you get to meet
your celebrity.

Don‘t let it faze you; just be honest and direct with everyone you meet. And when you
meet your celebrity? Don't gush. Concentrate on being professional and establishing an
immediate rapport with them.

10. Join Professional Organizations

There are professional organizations that assist celebrity personal assistants with their
career development. Once you start working as a CPA, you will be able to join these
organizations and they will become an invaluable source of support and information.

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 PERSONAL EXPERIENCE IN CELEBRITY
MANAGEMENT
The celebrity management is that is aspect in which managing a celebrity generally plays a very
important role. As in respect to this celebrity management I had a Personal experience in
management of celebrity and had a great experience in doing so.

The managing a celebrity is generally not an easy task as we think it‘s the most toughest task and
for the purpose of managing a celebrity we generally require alot of handling skills like keeping an
eye on the people, generally if they are cuing closer to the celebrities our work is to make the be
behind if the celebrity is getting some problem.

We should not let the crowd get stick to the celebrities as due to this the celebrities are not
comfortable in doing so. Hence it‘s a very complicated task of managing a celebrity, if we
generally go by a practical point of view and it‘s our responsibility to manage the celebrities
properly. As seen in the above picture the photo with one of the celebrity from the TV serial name
―sath nibhana sathiya‘‘. It was around in the month of MAY there was an wedding of thane
district MLA as there I was appointed as a crew member for the management of the celebrity As i
was being allotted with the details of the celebrity as what tie he was going to come and at what
time he will arrive the venue and what are my responsibilities towards the management part.

And, I had a great experience in the management of the celebrity part as it was really a difficult
task but I experience in managing was literally awesome. And I got to learn many things from this
part. As generally people were mad to see the celebrities and were eager to get one selfie with the
celebrity.

This was the experience part and there also many aspects that I have to learn more in the celebrity
management.

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 CONCLUSION
Celebrity management is a glamorous and exciting profession which demands a lot of hard work
and dynamism. As the name suggests, it means conceptualizing, planning, organizing and finally
executing an event. The event could be of any type - musical show, concert, exhibition, product
launching etc. This industry is just eight years old in India, but holds a lot of promise for
expansion. It offers enormous scope for ambitious young people.

Celebrity management is the planning and implementation of events, large and small that meet the
marketing goals of an organization. Celebrity management is an area that is growing rapidly, and is
expected to have a better growth rate in the next decade. Typical events organized by professional
event managers include product launches, parties, sponsored events, sporting events, competitions,
concerts and festivals, fundraisers, trade shows, corporate open days, seminars and tours.

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 Case study
Celebrity is the ‗creation, perpetuation and maintenance of specific kinds of carefully constructed
consumer relationships‘ (Fairchild, 2007, p355) including connections made within various
consumer-based industries, such as the media (Fairchild, 2007, p355 and Hellmueller and
Aeschbacher, 2010, p 14).

However, in today‘s modern media world, the amount of information produced has become far
greater than the possible bandwidth of attention, readily supplied to any one consumer (Davenport
and Beck, 2001, p1-15 and Dyson, 2013, p14). For celebrities, gaining attention from new and
existing markets is critical. Thus, in contemporary society, new attention based theories centralised
around harnessing consumer interest, must be incorporated into the economic structures of
celebrities.

To be successful in this heavily fragmented media climate means understanding such theories in
order to utilise the endless channels of production and reception now readily available to
consumers (Beller, 2007, p6, Frank, 2002, p1 and Goldhaber, 1997, p1-4).

Resulting from the continuous fragmentation of once mass audiences, celebrities today make
endless and extraordinary attempts to harness audiences and such attention seeking antics are
seemingly intensifying (Stader and McWilliam, 2009, p1-8). Amongst the richest, most famous
and outrageous celebrities to make headline after headline, is the once seemingly innocent Miley
Cyrus, who now known for far more than her renowned role as the onscreen idol and hero, Hannah
Montana.

Now twenty, Miley Cyrus‘ aim to stay current has led to numerous bold antics, as she strives to
surpass her teenage image and fan base, set to shift her image and market, to female pop star and
icon. With countless successes in her film, television and music careers, Miley remains to be one
of the most reviewed and marketable young stars in the media today (iVillage, 2012, p1).

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While Cyrus‘ popularity remains strong amid her growing fan base, the media continue to promote
and criticise the young singer and actress to no end. Intriguing and talented, Miley‘s popularity and
subsequent economic gains have spread across multiple markets.

Thus her popularity has remained strong over the years and across her various age groups and
images (Bio, 2012, p1-2). As a result, Miley Cyrus continues to be one of the most attentions
driven celebrities. Her cross-media productions and crafty marketing ploys, along with her iconic
and evolving image together have brought ultimate success. As she continues to enthral the media
and public, encouraging the attention of new and existing fans, her ratings remain high. As a result
has secured a salary in excess of $15 million per year continuously over the course of her short
eight year career (Gillen, 2012, p1).

Thus, Miley‘s career and publicly aired personal life are worthy of assessment in relation to
contemporaries economic theories of audience attention. As such theories have become so relevant
to economic and marketing structures within consumer based industries, and thus for celebrities
(Biography Channel UK, 2013, p1 and Billboard, 2013, p1).

History/trajectory behind her rise to fame

With a notable acting and pop career that has grown along with her own age and experiences,
Miley Ray Cyrus has been recorded as one of the most marketable and popular young female stars
(Bio, 2013, p1 and Biography Channel UK, 2013, p1). History/trajectory behind her rise to fame

With a notable acting and pop career that has grown along with her own age and experiences,
Miley Ray Cyrus has been recorded as one of the most marketable and popular young female stars
(Bio, 2013, p1 and Biography Channel UK, 2013, p1). Daughter of 90s country singer and star,
Billy Ray Cyrus, Miley, was born Denstiny

Hope Cyrus on November the 23rd, 1992 in the southern town Franklin Tennessee, USA. Here she
was raised along with her two younger siblings and three elder half siblings (Bio, 2013, p1 and
Biography Channel UK, 2013, p1). With a large family, famous father and a younger sister who

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like Miley has had success as a child actress, this young star has always known the plight of
fighting for attention.

Utilising every chance to showcase her own talent, the efforts of this young star in gaining and
successful retaining attention and audience shares are worthy of comment. Today surrounded by
media hype, she utilises consumer attention, continuing to maintain a strong audience share in
these increasingly competitive markets and industries (Biography Channel UK, 2013, p1).

Miley Cyrus is most known for her role as popular Disney character and child hero, Hannah
Montana. Chosen from over one thousand hopeful contestants, she played the role of Miley Stuart,
a pre-teen struggling to hide her celebrity identity and live an everyday teen life (Stewart, 2000, p1
and Biography Channel UK, 2012, p1). The show launched in 2006 and quickly became a Disney
hit series, making Miley Cyrus an overnight sensation (Biography Channel UK, 2012, p1). This
popularity soon made the young star iconic (Billboard, 2012, p1).

Daughter of country music star Billy Ray Cyrus, Miley benefited from and was subsequently
influenced by her father‘s career successes and industry connections. His earlier career success and
90s fame had a great impact on her childhood, and in 2003 she starred in her father‘s own
television series, a production titled ‗Doc‘ (Bio, 2013, p1). She subsequently scored her a role a
Tim Burton film titled ‗Big Fish‘ andwas on her way to establishing herself as an up and coming
actress. This experience inevitably aided her in her 2006 audition as she successfully landed the
role of Hannah Montana (Billboard, 2012, p1 and Biography Channel UK, 2013, p1). Billy Ray
Cyrus went on to play her on-screen father and manager in the hit television series. Billy Ray
Cyrus also released several hit music tracks for the show, launching the successful Hannah
Montana album in 2006 (Biography Channel UK, 2012, p1).

This series and soundtrack presented Billy Ray Cyrus with the opportunity to rekindle his past
music career. Benefiting from the attention of fans, the profits and hype generated by the Hannah
Montana series, he was able to channel the attention of the wider audience back on himself,
reestablishing his career as a musician and worldwide success he had during the 1990s. While their
markets and demographics remained strikingly different, the combined pull of their celebrity was

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able to increase audience attention, their own popularity and the profits gained from their
collaboration on the series and soundtrack (Kaufman, 2013 p1 and Bio, 2012, p1).

(Economic) production behind her rise / Shifts in image

In today‘s heavily segmented marketplace, audience attention theories are pivotal to the rise of a
star and the retention of their celebrity status (Beller, 2007, p2). Increasing audience shares leads to
greater economic gain, encouraging an on flow of consumer spending. As a result, methods of
obtaining and retaining large audience shares have become fundamental to market principles
within the entertainment industry (Goldhaber, 1997, p8-12 and Beller, 2007, p1-2). Thus, to ensure
success, celebrities must accept such attention based theories as relevant today‘s evolving media
landscape, utilising such notions in to current marketing structures (Dyson, 2013, p12-14). Young,
savvy and multitalented, Miley Ray Cyrus is no stranger to such concepts. In less than ten years,
she has proven her worth as a film and television actress, while having numerous successes on the
music charts and in various consumer markets (Billboard, 2012, Not only has this young idol
maintained a strong audience and fan base, she has secured phenomenal market shares across
numerous industries and endeavours. Moreover, unlike so many others, she has successfully
transformed herself from a child star and hero, to pop star and teen idol and with the addition of
her looks, a sex symbol. Proving that she shares her father‘s musical talent, she has made her name
and her own way as successful musician (Biography Channel UK, 2012, p1).

The crafty management of her image and celebrity status has escalated her popularity far beyond
that of her childhood fame. Shifting from fame as child star and Disney icon, into a variety new
markets and demographics, Miley Cyrus is a clear example of a celebrity effectively harnessing the
attention of consumer audiences (Bio, 2013, p1 and Beller, 2007, p1). With great management,
economic and marketing structures, and a wealth of ventures that together generate millions in
profits, Miley has also fashioned a limelight and name for herself upon social media.

As a result of endless attempts to stay in the spotlight, this modern pop star has become renowned
for her ongoing social media onslaughts, indulging her fans with endless information and free
content, produced in the name of attention (Montgomery, 2009, p1 and Rogers, 2012, p1).
Infamous for flooding Twitter feeds with her every move and mindless daily woes, Miley Cyrus
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has made headlines for her online habits. Nevertheless she has managed to remerge from endless
media taunts and consumer backlashes countless times. As a result, nearly eight years since
commencing her famous

Disney role and assuming alter ego of her Hannah Montana character still so loved by fans, the
spotlight on Miley Cyrus recent years, as she moves away from her beginnings as a child actor to
a modern, sexy young pop star, her attention seeking antics and endless attempts to revamp her
image have continually stirred critics. Thus Miley Cyrus had found a permanent place in countless
gossip columns, tabloids and upon endless web feeds (The Sun UK, 2013, p1 and Montgomery,
2009, p1). Thus Miley Cyrus has become an interesting phenomenon for study. When assessing her
rapid rise to fame, turbulent career as a popular celebrity and the immense fandom that has
resulted, it is clear that it is the successful harnessing of her audience‘s attention that has enabled
her to successfully shift her image and expand her markets. Grasping consumer attention across
multiple platforms and markets has allowed her career to advance, keeping the spotlight on her and
criticisms at bay, while her many avenues of profit have remained strong, amidst her growing fan
base (Beller, 2007, p8-10 Goldhaber, 1997, p5-12 and Fairchild, 2007, p1-10).

Cross-promotions, product endorsements and cross media market shares are all examples of
successful measures to harness audience attention. Such capitalist relationships are at the core of
modern economic structures and such theories are based around audience attention (Davenport and
Beck, 2001, p1-4). In addition to these mechanisms, media industries and news aggregators are
pivotal players in such forms capitalism of celebrities (Davenport and Beck, 2001, p1-4). This
intricate relationship of worth and self-gain is the very reason countless celebrities subject
themselves into risky forms of publicity and is why corporations and consumer-based industries
agree to sell their own branding and strive to harness the attention of celebrities (Fairchild, 2007,
p4-8). By incorporating stars into expensive forms marketing and integrating theories of audience
attention to modern marketing models, businesses promote their own consumer goods and services
through celebrities to increase their attention, market and capital gain (Alston, 2013, p1-2).

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Miley is no stranger to the complex capital structures of today‘s consumer-based industries. It is no
secret that in this heavily fragmented consumer world that audience attention is pivotal to
corporate and economic gain (Hellmueller and Aeschbacher, 2010, p 5 and Beller, 2006, p1-8).

The multiplatform and cross-industry successes of this young actress so far remain unmatched,
with few celebrities experiencing such phenomenal successes across multiple markets. Miley
Cyrus can attribute her immense popularity and diverse market shares to a career formed around
solid management and an intricate web of marketing and promotions. Her economic profits and
market shares spread across the television, film, music and modelling industries, into the capital
gains of the industries and products the young star is known to endorse (Gillen, 2012, p1 and Bio,
2012, p1).

Cyrus was reported to have earned $18.2 million during 2007 from her combined onscreen and
music production, labels and promotions (Bio, 2013, p1 and Biography Channel UK, 2013, p1). In
2009 Hannah Montana: The Movie brought in more than $79 million in profits at the box office
(Bio, 2013, p1). This was a clear indication of Miley‘s star power, mass audience base and the
sheer economics behind this hit television creation. However, Miley now twenty has spent the last
few years moving away from her on-screen alter ego and childhood fame. And, considering she
was estimated to have earned $15 million during, she has proven to sceptics that she still has a
strong audience of supporters. Furthermore this is absolute proof that she still very capable of
securing the impressive economic gains of her earlier career 2011 (Gillen, 2012, p1). Now
focusing on her music career, whilst maintaining a solid income from product lines and
endorsements, her past alter-ego and on-screen hero Hannah Montana has begun to fade in to her
past. Endorsing everything from consumer product lines to politicians and her own clothing line,
Miley is also a model for a range of advertising and spokesperson for Daisy Rock Guitars (Bio,
2013, p1).

Product endorsements and various forms cross-promotional advertising are great examples of the
economic basis of audience attention theories. Consumer-based industries structured around mass
production and sales, rely heavily on audience attention and subsequent consumer spending, and
obtain it through the successful use of celebrities. These businesses aim to harness a star‘s existing

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market and audience share (Goldhaber, 1997, p 5 and Dyson, 2013, p14). Thus both parties subject
themselves to profits and gain if such endorsements are successfully marketed. Moreover,
celebrities can use these additional platforms and advertisements as platforms for obtaining
audience attention, with the opportunity to channel this attention back into their existing celebrity
status, building on their own marketable products, talents and consumer-based audiences (Dyson,
2013, p14 and Beller, 2007, p2). While Miley Cyrus is no stranger to such endorsements, some of
the stars more recent promotions have left the tabloids, press and the world wondering what is
motivating such moves and how far she will go in her attempts to retain her celebrity and reshape
her image (Hollywood, 2013, p1 and Gillen, 2012, .p1)

Amongst other interesting endorsements, Miley has come under scrutiny for her political
promotions. In 2012, she brought great attention to herself based on her political views. First the
young star Tweeted a poorly composed self-captured mirroshot of herself in sporting an Obama
presidential shirt (Miller, 2012, p1). This harmless move created attention without too much
criticism, so Miley took her political endorsements a step further. Months later she released the
single ‗Don‘t give up: It‘s a Liberty Walk‘ in an attempt to align herself in support of the Occupy

Wall Street Movement (Gillen, 2012, p1). This action however did meet some intense criticism and
backlash from the media, politicians and other American celebrities who argued she was ‗all talk
and no action‘ (Gillen, 2012, p1). Pricilla Grim, co-editor of the Occupy Wall Street Journal
responded to the music video daring her to ―fight on the front line of civil rights at LA City Hall‖,
criticising feeble attempt to join the cause and labelling her singles as sheer self-promotion (Gillen,
2012, p1). The hysteria the video release created was damning. However, as with previous
incidents of intense criticism, Miley walked away from this attention seeking action, creating a
reaction but appearing to leave her career unscathed. This again highlights her immense success in
harnessing the attention of consumer driven markets and audiences, and with solid cross-media
marketing attributing to her immense popularity, this well manufactured celebrity is seemingly
unshakable.

How has Miley Cyrus dealt with her consumer markets?

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The overflow of information upon a multiplicity of platforms for reception, have dawned an era of
information and consumer control. As a result, millions are being invested by corporations and
various capitalist industries alike, in an attempt to acquire visibility in amongst the chaos and
continue to profit from consumer interest (Beller, 2007, p4 and Dyson, 2013, p14). The additional
input of content from consumers and the noise created by millions upon social media attribute to
the rapid decline of market shares and capital dollars. This has not only strengthened the
contemporary theories of an attention economy, but has also made critical contributions to this

‗unscrupulous mining of attention‘ (Beller, 2007, p4). As a result, the Internet and the multiplicity
of media now available in to consumers have caused drastic, reactive actions by celebrities
desperate to retain attention and healthy market share. In response to the current attention deficit,
celebrities have flooded various media with their own content across countless digital platforms
and social media spaces in a bid for attention and their own financial gain (Frank, 2002, p1 and
Goldhaber, 1997, p1-4 and Davenport and Beck, 2001, p1-15). However, the unpredictable nature
of self-promotion, social media and audience attention is worth careful consideration by industries
and celebrities. Becoming ―visible means that the media will not only glorify acts but also
magnify sins‖ and while it can lead to substantial economic gain, such measures also increase the
precariousness of markets and put stars at risk of damaging their public images (Rein, Kotler and
Stoller, 1997, p3).

Already, the use of social media to gain consumer attention has backfired for many, requiring the
intervention of crisis management plan. The failed attempts by celebrities to interact with
consumers via Twitter feeds still remain prominent in the minds of many (Christensen, 2011, p1
and Sherwin, 2012, p1). In this respect, Miley Cyrus is one celebrity who in the eye of the media,
has been worth commenting on. Moreover, her online antics upon this popular social network and
other social media sites have caused her to be judgementally mentioned by mass media and global
audiences on countless occasions. Criticised for ‗tweeting‘ her every move, thought and emotion
to her fans, many tabloids and news sites blamed her many famous breakups, including the end to
her engagement with Liam Hemsworth in 2009, on such behaviours (Kaufman, 2013, p1, The Sun
UK, 2013, p1 and Montgomery, 2009, p1).

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As the media frenzy around some of the content Miley posts, transforming actions like her spare of
the moment dance moves to a renowned ‗unicorn dance‘, it is clear that the young star still has the
attention of the media and consumers alike (ivillage, 2013, p1).

Additionally, as any negative publicity is brought to light, thus whenever such social media
backlashes occur, the young celebrity continuously emerges unscathed. Furthermore she still able
to manufacture the attention and profits of consumer markets to earn her a yearly salary of millions
(Gillen, 2012, p1 and Bio, 2013, p1).

Thus Miley Cyrus remains an interesting and noteworthy celebrity and likely to be one that will
continue to be watched, idolised and crucified by the media and by millions around the globe for
years to come.

In 2009, in response to negative tabloid press related to her social media activity, Miley boldly
deleted her Twitter account, the thousands of posts it contained and with it a platform for the
attention of over two million followers (Montgomery, 2009, p1 and Rogers, 2012, p1). This
however can be seen as just another brash attempt by the then seventeen year old to get vast
amounts of attention, and in fact encourage the very tabloid press stories she claimed to be
protesting about. Underwriting this action was her intention to feed from the attention created by
the press and from public outcry that was sure to result (Kaufman, 2013, p1and Montgomery,
2009, p1).

Without warning her fans lost this intimate connection with her personal, life and off screen antics.
In October 2009, while her Twitter boycott remained a topic, Miley released her own version of the
story, producing a rap for her fans that gave the reasons behind her bazaar behaviour
(MileyMandy, 2009, p1). Receiving approximately 18.5 million views, 42.5 thousand users
responded negatively to the video, voicing their criticism by actively ‗disliking‘ the post. When
compared to the almost 69 thousand who chose to ‗like‘ her home-made rap video and the
millions who viewed it without comment, it is clear that such antics are successful in gaining
attention. Furthermore this attention is coming from a variety of consumers and many outside of

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her current market, and subsequently her critics also work strengthen the young artist‘s celebrity
status (MileyMandy, 2009, p1).

This boycott lasted for several months, before the star opted to reactivate her Twitter account and
reconnect with fans, only to deactivate it again amid similar pressure from critics in 2012 (Rogers,
2012, p1). While declaring on both occasions that her subsequent social media presence would be
kept to a minimal, Miley has continued to be criticised for characteristic, daily and hourly updates
and influx of personal information upon such social media outlets. In addition to such social media
and in turn mass media attention, recent promiscuous photos and damning video footage of

Miley‘s off-stage antics have been leaked to such social media networks.

1. Why is this significant / worth commenting on?

While such negative content has caused backlash around the world, it has done little to damage her
image or marketability (Bio, 2013, p1 and Biography Channel UK, 2013, p1). This is a real tribute
to the strength of her celebrity and fan base and is a true marker of her ability to retain attention for
economic benefits. All publicity is attention and today Miley Cyrus is one of the most notable
stars. While she successfully harnesses every form of publicity to increase attention and thus her
market share, these extreme forms attention continue to drive Analysis of how attention translates
to capital gain is a concept that needs embracing in the modern consumer market (Davenport and
Beck, 2001, p1-15). The internet, digital media and social networks are now being harnessed by
various industries to gain the attention of consumers and increase their market shares, which could
in turn increase their capital gain (Yardi, Golder and Brzozowski, 2009, p1).

Subsequently, many celebrities have succumbed to the volatile nature of the modern media and
entertainment industries (Dyson, 2013, p12-14). In addition endless avenues to access to
information have created a new form of transparency in the careers, personal lives and marketing
of celebrities. As the availability of sensitive and personal information increases, accessible via
numerous channels, such content continues to drive consumer attention (Hellmueller and
Aeschbacher, 2010, p 5 and Beller, 2006, p1-8). This newfound transparency poses serious dangers
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to many celebrities and to the longevity of their careers while others, feed from such attention,
benefiting from almost any form publicity. Miley however has gone on to prove the age old belief
that all publicity is indeed good, creating a name for herself and her attention seeking antics. With
bold haircuts and makeup creating a stir as her racy looks and random comments making headlines
often criticising the young star she has overcome every negative tabloid, using such attention as
just another form of publicity.

Additionally, many child stars find it difficult to move away from the roles that brought them fame,
branded by their onscreen characters and the stigma of a once adolescent fan base. While some are
unable to shape adult career paths amongst lingering reminders of childhood roles, some find the
exposure, stress and instability of the entertainment industry to be far too great and eventually
break under the pressure (Larkin, M, 2013, p1). Considering so much of the professional and
personal lives have unfolded in front of the media, these are often public melt downs. Amanda
Byrnes is one actress whoimage and childhood career can be compared to a great degree with that
of Miley and her onscreen person Hannah Montana (IMBd, 2013, p1).

It can be said that her onscreen fame as star of Nickelodeon hit ‗The Amanda Show‘ remained in
the shadows of rival Miley Cyrus. However, with her recent criminal drug charges, social media
posts and yesterday‘s additional nose job, Amanda Byrnes has superseded Miley in her off-screen
antics and the resulting negative publicity and social media backlash (IMBd, 2013, p1 and Larkin,
2013, p1). Not only does this highlight a pattern amongst young stars excessive social media
activity and attention seeking attempts, but also downplays Miley‘s recent tabloid and public
criticisms of her own social media content and bold attempts for attention (Montgomery, 2012.
P1). Furthermore, Miley Cyrus‘ effective shift away from her Disney aged fans, to popular music
markets, with numerous musical successes, has also set the young idol apart from once similar
child stars who did not surpass their famous childhood roles and fan bases. Miley Ray Cyrus has
placed herself as a charismatic, multitalented artist whose economic successes stem from effective
method to retain her audience and harness new markets.

As Miley Cyrus grew to an age beyond that of her onscreen adolescent Disney character, so did her
image. Like so many child stars she had to deal with the inevitable end to her onscreen adolescent

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role. Her television success and popularity had been based around the ordinary and extraordinary
life of Hannah Montana (Bio, 2012, p1). As she hit her mid-teens and outgrew her onscreen role,
she made a clear and conscious shift from her existing market to pursue a music career an older
audience (Billboard, 2012, p1). Countless successes season upon season as the popular Hannah
Montana had brought her unrivalled fame, placing her as a highly successful and marketable
commodity (Bio Channel UK, 2013, p1). However Miley needed to make a transition to other
markets and had to do so without losing her existing popularity and audience attention. For such a
failed attempt to re-invent her celebrity may have marked the end of her career and stardom.

Miley Cyrus‘ successful transition from child star to a popular and iconic female star can be
somewhat compared to the legendary Jane Fonda, who was born to celebrity father Henry Fonda,
appearing in productions alongside her father and making her name as a pretty youthful actress and
icon (Brian, 2010, p1-2 and MMN, 2013, p1-2). Miley, like Jane Fonda has a list of endorsements
and products increasing her economic gains, and for Jane Fonda, no endorsement or promotion has
been more famous than her 1980s series of work out videos, still fondly remembered by the world
some thirty years later (Brian, 2010, p1). Like Jane Fonda, Miley has managed to shift away from
her adolescent fame, to harness new markets and extend her reach into various areas of the
entertainment industry and consumer product line

CONCLUSION

It is essential in today‘s media environment harnesses the ‗capitalism of celebrity‘ for economic
success in consumer-based industries (Stadler and McWilliam, 2009, p1-14, Hellmueller and
Aeschbacher, 2010, p 5 and Beller, 2006, p2). This ‗markets principle‘relies heavily on the
combined and channelled attention of many in today ‘s heavily segmented digital world (Stadler
and McWilliam, 2009, p1-14). This complex relationship between corporate and media worlds, the
celebrity and the consumer dollar is now so heavily reliant on not only gaining, but then retaining
audience attention (Davenport and Beck, 2001, p1-15 and Beller, 2006, p2-8).

In attempts to embrace the multiple channels now available as tools to communicate with audience
Miley Cyrus has employed and dealt with numerous cross market interests, gaining significant
audience shares across multiple marketplaces (Bio, 2012, p1 and Billboard, 2012, p1). Maintaining

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her image, the popularity of her retail and consumer products, television audiences and music fan
base has been challenging work for Miley Cyrus. Attention in so many markets has often placed
her at elevated risk of spreading herself, attention and quality of her content and work too
sparingly.

However, she managed to keep her appearances and quality of her products and performances to
an elevated level, successfully harnessing audiences from numerous markets and media platforms
(Biography Channel, UK, 2013, p1). Thus, Miley Cyrus continues to effectively deploy the
concepts of new market-based theories, and attention audience models into her own business
models and subsequent economic successes.

Bibliography

Dyson, E, 2013, ‗The Rise of the Attention Economy: Comments and Analysis ‘, published in
Today newspaper, January 4th, 2013, p14

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