Playing to the Crowd: Musicians, Audiences, and the Intimate Work of Connection (Postmillennial Pop, 14)

**Explains what happened to music—for both artists and fans—when music went online.** Playing to the Crowd explores and explains how the rise of digital communication platforms has transformed artist-fan relationships into something closer to friendship or family. Through in-depth interviews with musicians such as Billy Bragg and Richie Hawtin, as well as members of the Cure, UB40, and Throwing Muses, Baym reveals how new media has facilitated these connections through the active, and often required, participation of the artists and their devoted, digital fan base. Before the rise of social sharing and user-generated content, fans were mostly seen as an undifferentiated and unidentifiable mass, often mediated through record labels and the press. However, in today’s networked era, musicians and fans have built more active relationships through social media, fan sites, and artist sites, giving fans a new sense of intimacy and offering artists unparalleled information about their audiences. However, this comes at a price. For audiences, meeting their heroes can kill the mystique. And for artists, maintaining active relationships with so many people can be both personally and financially draining, as well as extremely labor intensive. Drawing on her own rich history as an active and deeply connected music fan, Baym offers an entirely new approach to media culture, arguing that the work musicians put in to create and maintain these intimate relationships reflect the demands of the gig economy, one which requires resources and strategies that we must all come to recognize and appreciate. "Playing to the Crowd explores and explains how the rise of digital communication platforms has transformed artist-fan relationships into something more intimate. Through in-depth interviews with musicians such as the Cure, UB40, and Throwing Muses, Nancy K. Baym reveals how new media has facilitated connections through the active participation of both the artists and their devoted digital fan base. Before the rise of online sharing and user-generated content, audiences were mostly seen as undifferentiated masses, often mediated through record labels and the press. Today, musicians and fans have built more active relationships through social media, fan sites, and artist sites, giving them a new sense of intimacy, while offering artists unparalleled access to and information about their audiences. But this comes at a price. For audiences, meeting their heroes can kill the mystique. And for artists, maintaining active relationships with so many people can be labor intensive and emotionally draining. Drawing on her own rich history as a deeply connected music fan, Baym offers an entirely new approach to media culture, arguing that the work musicians put into maintaining these intimate relationships reflects the demands of the gig economy, one which requires resources and strategies that we all music come to recognize"--Publisher's description