Paradox One; A star must be simultaneously ordinary and extraordinary for the consumer.Beyoncé is an example of a product who exploits this product for commercial gain.

In this image released of Beyoncé, she is seen to be walking down the street carrying her young child in her arms. This is a completely mundane image and creates a definable reliability between the audience and the artist. Crucially, this makes the audience feel as though because she is normal also, they too can potentially achieve the same success.

In contrast, we can also easily find images of Beyoncé with which we can identify as being extraordinary where she is performing to masses of people and is projected as a ‘Godess’ figure due to the high concept productions and showmanship.

Artists like Britney Spears and Pink, known for their rebellious and boldly manufactured images, can also be pictured doing their weekly groceries in a dressed down fashion. It shows that even globally selling artists such has these complete the same daily task as their fans. Their image is in a state of flux within the media from being worldwide icons to no different from the people that buy their records.

Katy Perry is an example of a product that is both present and absent. In her elaborate music videos she is often depicted as being from a different world due to their dreamlike, fairy-tale nature yet she can also be seen in much more real and practical sense giving press interviews or relaxing with her husband of the time Russell Brand.

Will.i.am is often cited as being wildly futuristic almost as though he comes from a different era. This heavily constructed persona is reinforced by the technologically reliant style of his music, his own personalised clothing range and dynamic music videos.

This apparent absence from the real world is juxtaposed by his personal heritage, a factor in why the public take to him so well. This can be seen with projects such as the documentary made on BBC in 2014 with Johanna Lumley where he returned to his rough hometown and let the audience into his troublesome childhood. This personal insight not only roots the artist in the real world, but it also creates a sense of endearment and makes what he has achieved all the more impressive now that we know where he came from.