THE IMPORTANCE OF PERSONAL BRANDING ON INDIVIDUAL ARTISTS: A REVIEW

Abstract

Facing stiff competition from counterparts and alternative entertainment choice in the entertainment market, individual performing artists try hard to get their name and performance noticed by the audience and investors through personal branding. However, it will be shown that the effects and success of personal branding are contingent on whether the performing artists are volitionally involved in the process. It will then propose how to enhance the performing artists in volition for personal branding.