Etana ‘tracesoff’ socialmedia user

February 12, 2019

Grammy-nominated reggae singer Etana has been entangled in a web of words on social media after a user said that the artiste was no longer 'conscious'.

The fiery argument, which sparked on Sunday night during the Grammy Awards, saw The Strong One responding with expletives, which left some followers disappointed.

Persons continued to follow the post by stating lyrics from her popular songs, with comments like, "Etana is not afraid tonight", and "Never let them get you down" to show both disapproval and support for the reggae singer.

Up to press time, she had not removed her responses or apologised.

When The STAR contacted Etana, she said: "I really have nothing further to say on that. Upward and forward movements."

According to popular publicist and artiste manager Janice Young, it is not uncommon for persons to judge an entertainer first by the image they portray, which, in Etana's case, is a conscious reggae singer.

celebrities have feelings too

"As it relates to responding to fans, I understand the humanity part that you want to lash out, celebrities have feelings too," said Young, who manages much-talked- about celebrity Yanique Curvy Diva.

Opining that the user's comment may have hit a nerve, Young said it should have been taken into consideration that some fans see her as a polished, culture artiste and would not have expected or associated her with using 'bad words'.

It would be a great tactic to rebrand, she says, "However, if she has no plans to remove it (comments) or say sorry without actually apologising, then she will have to deal with the consequences which might include losing a few fans because people will say she is not the artiste they thought she was."

Meanwhile, Dennis Brooks, social media specialist, told The STAR that he empathises with Etana, yet her response did not show the level of maturity and self-awareness that is expected of her and her brand.

"In creating that brand, it has a particular representation, and, for many years, Etana has been appealing to corporate, who might see her as touchy. It may prove difficult for someone who brands themselves a particular way to curse on social media and so you may, as that type of a person, lose not just followers, not just fans but money. She has to be careful to not respond to these things although the brand's image is not damaged beyond repair," he said.

Brooks suggested that instead of "tracing him (the user) out", Etana's response could have been simply been, 'I'm at the Grammy's making history; I have no time for this'.

"It takes a certain level of maturity to just put down your phone, the tablet or the device ... her brand definition has to be paramount and her social media must be a space to manipulate her brand. Her PR team should have never allowed this to transpire into what it has," he said.

Brooks suggested that a song which speaks to being human or human frustrations could help although it is not necessary.

Instead, he said strategic positioning of statements from the artiste sharing that she is human could work to her advantage.

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