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Grammy-winning recording artist, songwriter and activist Alicia Keys has expanded her digital footprint to include "her latest obsession": Tumblr.
Over the past year, Tumblr has become more prominent amongst brands, musicians and the fashion industry. Even President Obama's 2012 reelection campaign has its own Tumblr. The community-driven nature of Tumblr -- with its ability to seamlessly share, reblog and syndicate content -- makes it an ideal fit for the socially savvy celebrity.
Keys already has a well-established presence on social media. Her Facebook page boasts more than 15 million likes and she has over 5 million followers on Twitter. In 2010, Keys led a celebrity social media blackout in order to raise money for World AIDS Day and her charity, Keep a Child Alive.
Keys will use her Tumblr, which is located at thekeysofalicia.tumblr.com/, to share herself with fans and followers in a new way.
Keys calls her Tumblr "an artistic representation of me, my art and my world."
"It allows me to give a fuller picture of my life," says the singer, "whether it's a song, working with a cast of a Broadway play or encouraging people to join the movement to end AIDS."
She has already used the site to promote her Showtime documentary, Keep a Child Alive with Alicia Keys, as well as photos from World AIDS Day 2011.
Keys compares social media to music -- calling it "very personal and intimate." She credits the "opportunities social media provides" with helping her gain "deeper inspiration from [her] fans."
The Evolution of the Socially Savvy Celebrity
For an increasing number of celebrities, artists and entertainers, being active across social and digital channels is no longer just an option. It's a requirement.
Twitter and Facebook have become defacto promotional tools for the entertainment industry; meanwhile, connected celebrities are graduating into more nuanced and mature interactions.
This is why services like Tumblr -- as well as apps like Instagram -- have such potential. The tools allow celebrities to share aspects of their lives and interact on a more personal, intimate basis, without having to give up too much of their personal privacy. Likewise, the lack of an official comment system (unless a user chooses to implement third-party commenting tool Disqus) can help cut down on the negative messages and conversations happening around a particular post or topic. Of course, Tumblr users can still respond on their own blogs but unlike Facebook or YouTube, a barrage of hate-filled comments are unlikely to make their way onto a celebrity's page.
Moreover, the more intimate nature of what is being shared is more appealing for fans and followers.