Social Media
In today’s Internet era, an artist has the potential to reach millions of households in the blink of an eye. Social networking and Web 2.0 ensure near simultaneous transmission of information to consumers. However, given the glut of information, there is the added phenomenon of reduced attention spans. With more and more information at hand, people shift their attention to newer and ‘more trending’ topics and themes at a rapid pace. In such a milieu, a talented artist may become an instant sensation but would find it extremely difficult to retain the fame earned. The viewing public, fickle in nature, would move on to the next big spectacle and the next emerging talent. For instance, consider the case of the singer Psy who became famous with his work, ‘Gangnam Style’. Psy was a rage across the world for a year. However, he is out of reckoning in the world’s consciousness today. Unless Psy comes up with a different composition that is as wildly popular, his claim to fame is over. Psy would also have to compete with larger numbers of competitors because more people have access to technology and can flood the Internet with products showcasing their talents. Similarly, consider the winners of ‘America’s Got Talent’ Show. The winners won nationwide fame and were celebrated over traditional and social media. However, few would be able to recount the names of last year’s winners.
Thus, while it may be easy to become famous, it is more difficult to retain fame because of more competitors in the fray, a surfeit of information and reduced attention spans. While the fame earned by past masters was life-long, the fame earned in the Internet era is fickle and transitory.
