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Young dancers who participate in urban music subcultures have found new social media outlets that help them attain social recognition outside of their group, sometimes bypassing mainstream media circuits and cultural intermediaries, and other times interacting with them. This novel scenario has modified the dialectics between the cultural spheres of youth and celebrity, expanding the ways in which celebrity is manifested and achieved. Drawing empirically on fieldwork conducted within the electro dance scene – a dance-based phenomenon born in France in the past decade that has spread worldwide – I compare the structural and subjective dimensions around which, in different periods, distinctive pathways to celebrity emerge. In particular, two dancers’ pathways to celebrity, one corporate and the other self-made, are examined using an extended approach based on Bourdieu’s field theory. Each pathway leads to a celebrity type, whose relation to media platforms, following, geography, cultural corporations and agents is shaped in different ways by commodified behaviours, class-imbued authenticities and revenue opportunities. While such diversity features novel elements, it ultimately preserves the economic and socio-cultural logic of celebrity, as it (re)produces our now-familiar and increasingly accelerated consumption cycles, ‘normalising’ middle-class values and the commodification of the self.

Communication, class and the commodified self: exploring the divergent pathways to celebrity in the electro dance subculture