Community is increasingly the future of how celebrities will interact with their fans online.
The original sales pitch of social media was that it was a level playing field. I’m on Twitter. Amy Schumer’s on Twitter. You’re on Instagram. The Rock’s on Instagram. We’re all equals, mixing it up in the marketplace of ideas. It was the first time a two-way conversation was even possible between movie stars, artists, pro athletes, and their audiences.
But it’s not really a conversation, is it?
More often than not, the major social platforms have become broadcast media. Sure, we can comment all we want, but many celebrities don’t read their mentions for reasons ranging from the sheer volume to it largely becoming a cesspit of abusive trolls.
“The point is now we don’t have to rely on platforms that share all of our information that don’t give [artists] the information directly,” says Guy Oseary, the star music manager and Ashton Kutcher’s investment partner in Sound Ventures. “They’re all great platforms for broadcast. We all need them. We all use them. They’re awesome. But if I want to have a more meaningful, more direct connection, [Community] is the platform of the future.”
