Richard Dyer's Star Theory
Stars as constructions
Richard Dyer's theory suggests that stars are constructed by organisations, using elements such as Unique Selling Points (USPs) to create an image for a star that people buy into. An example of a unique selling point within rap is Kanye West's shutter glasses which used to be a big part of his individual iconography. Whilst stars are constructions, people want to buy into the reality of these personalities and their extravagant lifestyles and inspiring careers.
Industry and Audience
Dyer suggests that the main purpose of these stars is to make money for organisations, such as the music labels. This focus on money can lead to music stars being 'manufactured', creating a monotony that some resent. This is particularly relevant to pop music, with a prominent example being One Direction as one of a chain of boy bands. Some critics accuse the modern star of being superficial.
Ideology and Culture
One of the purposes of stars is to create a shared culture and ideology. The effect of this can be seen as pop and rap stars set fashion trends. Again referring to Kanye West, the shutter glasses and his shoe range have had waves of being in trend in recent years. Further to this, social media gives many modern stars a way to extend their message, away from their music.
Character
Many stars' character's are only rooted in reality. These characters are often used to give people an idea of what the perfect person is like and as such can't realistically be a depiction of the reality for these stars. Some stars pride themselves in providing a difference to this supposed 'perfection'.
One interesting advantage that music stars have over other kinds of stars such as actors is that their music provides a way for them to create their own message. Whilst actors depict a script written by someone else, the stars (usually) have a large influence on the music they create. Their albums provide an approximately one hour long conversation between audience and the star, making consumers feel a more intimate relationship than with other kinds of stars. This could arguably make musicians more marketable.
Applying this to rap
Two of the biggest stars in modern rap are Drake and Kanye West. Kanye West in particular is an example of how star theory is very applicable to rap. Between his fashion and his music, as well as his association with Kim Kardashian, Kanye has created a very strong brand.
Social media is something that new school rappers utilize, with rappers such as Chance The Rapper taking to Twitter to voice their opinions on matters such as police violence and interact with his fans developing the intimate relationship that their music creates.
Our Music Video
Star Theory is relevant to our music video as videos provide a way for stars to extend their message. Especially in rap, party lifestyles could be an influence on fans and product placement is a way for stars to generate money and influence the culture of their audience. Whilst a lead singer would appear to be essential to stick to star theory, a more artistic cinematic video could also develop meaning in a way that a rapper performing in front of a camera could not. I think going forward this artistic vision is what I want to incorporate in our video. Kendrick Lamar himself as an artist is not creating a celebrity image in the same way that rappers like Kanye are and therefore I don't think it is essential in this case.
