The issue of ethics in entertainment has never been more widespread. And with consumers becoming less tolerant of suspect creators, Canvas8 spoke to Dr Pamela Rutledge, director of the Media Psychology Research Center, to find out what brands can learn from this shift in behaviour.

An app called EarBuds brings a social element to music streaming, allowing users to listen to a friend or a celebrity’s playlist in real-time. In an age of hyper-connectivity, people are seeking out platforms that facilitate a closeness between themselves, their peers, and their favorite influencers.

Unlike traditional stars, online micro-celebrities regularly share their private lives through social media, using Insta Stories and Snapchat to build a sense of intimacy. Live-streaming app Bigo Live goes a step further, letting fans show their devotion with a system of gifts and one-on-one chats.

Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?