The face of internet celebrity is rapidly diversifying and evolving. Online and mainstream celebrity culture are now weaving together, such that breakout stars from one-hit viral videos are able to turn their transient fame into a full-time career.

This book presents a framework for thinking about the different forms of internet celebrity that have emerged over the last decade, taking examples from the Global North and South, to consolidate key ideas about cultures of online fame. It discusses the overall landscape, developments and trends in the internet celebrity economy, and cross-cultural lessons.

Crystal Abidin is Postdoctoral Fellow with the Media Management and Transformation Centre (MMTC) at Jonkoping University, Sweden, and Adjunct Researcher with the Centre for Culture and Technology (CCAT) at Curtin University, Australia. As a socio-cultural anthropologist of vernacular internet cultures, particularly young people's relationships with internet celebrity, self-curation, and vulnerability, she has published extensively on Influencers, a multimedia form of vocational internet celebrity, and is currently working on projects in East Asia, Australia, and Scandinavia.