111th Annual Convention-
NCA 2025
Communicate to Elevate
Exploring Post Malone’s Digital Influence: The Intersection of Fandom, Culture, and Identity in the Context of Southwestern Roots
Yan Zhao
Post Malone, known for blending genres and defying musical boundaries, has made a major impact on popular culture. His strong digital presence on platforms like Instagram, TikTok, and YouTube allows him to connect personally with fans, fostering authenticity and loyalty. Rooted in the Southwestern United States—particularly New Mexico—his cultural identity, shaped by Native American, Hispanic, and Anglo-American influences, adds depth to his public persona. This paper examines how Post Malone’s digital branding, fan engagement, and regional heritage intersect with theories of fandom, cultural commodification, and parasocial relationships.
Branding Beyond the Music: Fandom, Parasocial Relationships, and Cultural Commodification in Travis Scott’s Marketing Strategies
Yan Zhao
This is yot. In today’s music industry, celebrity influence extends beyond music into multi-platform lifestyle branding. Travis Scott exemplifies this, using partnerships (e.g., McDonald’s, Nike, Fortnite) and social media engagement to transform his persona into a global cultural brand. This essay examines Scott’s strategies through fandom, parasocial relationships, and cultural commodification, exploring how artists cultivate emotional intimacy and participatory fandom to enhance both cultural resonance and commercial impact.
