Big stars aren’t focusing on music anymore—they’re going where the money is. 

Big stars aren’t focusing on music anymore—they’re going where the money is. Sure, Rihanna and Kanye West may be known for their music, but with the launch of Fenty Skin and a Yeezy Gap collection, it’s clear artists are looking for revenue beyond just dropping new songs. For example, while Chance the Rapper was working on his album, he bought a local news site and was advocating for education in Chicago. Rapper A$AP Ferg collaborated with Tiffany & Co. as a brand ambassador, while Post Malone sold rosé. The economics of the industry is shifting as “streaming isn’t lucrative in the way that CDs once were,” and music is no longer a standalone art, but has instead become more a “promotional tool.” For many, creating new albums has become “less important” than leveraging fame to launch their own brands and reach fans in new ways. (WSJ)