Fandom & Audience EngagementFeaturing: Rihanna

Marina Lopresti4820007

A Brief Bio: Rihanna• Robyn “Rihanna” Fenty• Born Feb. 20, 1988, in Saint Michael,

Barbados• Singer/Songwriter, Actress, and

Fashion Designer• Music career began in 2005• Signed by Jay Z, CEO and President

of Def Jam Records in 2005

A Brief Bio: Rihanna• Musical Genres include Pop, Rock,

R&B, Hip Hop, Reggae, and Dance• Currently resides in New York City, US• Currently has 7 albums that have

been released to date• Featured in 4 movies• As of 2013, Rihanna’s network is $90

million

Online/Social Media Presence

• Twitter: @Rihanna– 34.2 million followers

• Instagram: Badgalriri– 12 million followers

• Facebook Page: Rihanna– 85.4 likes

• Official Website: www.RihannaNow.com

• Youtube Channel: Rihanna

Online/Social Media Presence

Most celebrities could not be bothered with social media and as a result have their PR handle such media channels. Rihanna, however, is all over social media; whether it be to promote a new single or to respond to current feuds she may be involved with. Fanatics and followers are more responsive to “real” social media banter, therefore Rihanna does social extremely media well.

Online Community• Rihanna refers to her fans as the

“Rihanna Navy”– It is these fanatics who have allowed

Rihanna the fame she has today and to continue to break music records

– Rihanna addresses her “Navy” through all forms of social media, therefore there is a great understanding that the “Rihanna Navy” is an online community of fans following and supporting her every move

Online CommunityThe following are just a few of the fan sites that are dedicated to everything Rihanna. Everything from current Rihanna news, to tour dates, to reported sightings are posted on these fan sites.

– Rihanna-Fenty.net– RihannaDaily.com– Ultimate-Rihanna.hollywood.com

The websites also include live chats, which allow fans to come together and discuss nothing other than Rihanna with one another.

Success in Finding Her AudienceRihanna has been in the music business for approximately 10 years. That being said, she was 16 years old when she entered the scene. As Rihanna has aged, so too has her fan-base. Throughout the years she has adapted her music to better reflect her maturing personality.

2006 – Pop 2008 – R&B 2011 – Rock/Dan 2013 – Hip Hop/Reggae2007 – Pop 2010 – R&B 2012 – Hip Hop 2014 – Hip Hop/Reggae

Success in Finding Her Audience• Mature audience-base • The “Rihanna Navy”• Rihanna is currently known as the

“Unapologetic” female singer• She rebels against the celebrity

stereotype as a “Role-Model” and therefore captures a more mature audience of a similar nature

• Endorses bad behaviour (mature language, sex, drugs, alcohol, etc.)

Meaningful/Shareable ContentRihanna is a part of numerous projects in addition to her music career, which range from her cosmetic line, to her perfume line, to her newest project, a clothing line. That being said, she uses social media to promote such projects.Rihanna also uses social media to pay tribute to historical figures that have passed on, new magazines covers she will be a part of, and even acknowledges recent awards in thanks to her fans.

Meaningful/Shareable Content• Promotes Cosmetic Line: Vivaglam, RiRi Holiday

Collection, RiRi Hearts Mac• Promotes Perfume Line• Rihanna has reached 4 billion views on Youtube;

named most viewed artist ever (September 1, 2013)

• Pays tribute to Nelson Mandela, Martin Luther King, & Paul Walker

• Promotes Television Show: “Styled to Rock”• Current Magazine Covers• Received first ever American Music “Icon”

Award (November 24, 2013)

Engaging with FansWhenever Rihanna achieves a new milestone (Awards, sets new world-records, reaches a large number of followers, etc.), she graciously thanks her fans, the “Rihanna Navy”, on all forms of social media for the phenomenal support.That being said, as a result of having such a huge fan-based, Rihanna lacks consistent interaction directly with fans.

Social PushRihanna uses Social Media to promote new singles, new albums, concerts, products, and television showsRihanna is a global icon, therefore the ease in pushing a new single, album, tour, or project requires minimal effortIn order to recognize her many fans, Rihanna’s team incorporates contests giving fans the opportunity to win some of Rihanna’s swag, concert tickets, perfume, cosmetics, and/or cash.

Social Push• Rihanna’s team uses her Facebook page

and Twitter hash tags to encourage interaction with her fan-base

• Current promotions include:– Valentine’s Day “Love Yourself” follow and

tweet @PerfumesByRiRi for a chance to win $1,000 giveaway & Rogue Prizes

– VivaGlam Lipstick; “Tout that Pout to Instagram” for a chance to have your picture appear in a very special Facebook album

Consistency• Rihanna posts several times a day on

Instagram and Twitter• Typical or consistent posts allow the audience

to see inside Rihanna’s day-to-day life– Trips while on vacation– Photo/Music Video shoots– Current projects– Recording studio life– Nightlife

• Minimal direct interaction with fans

My OpinionI believe that since Rihanna established herself as a respectable artist prior to the social media age, she has been capable of being so successful in social media today. Not all new artists are as fortunate and as a result they must put forth more efforts into social media promotion than say, Rihanna.

My OpinionWhen it comes to Rihanna, there are certain things that she puts “out there” in the social media world that I don’t necessarily agree with.There is one thing, however, that no one can deny and that is her talent as a musician. With over 117 awards in various music categories under her belt, I am not the only one who thinks so.

Thank You