We now live in a world where branding and personality trumps talent.  People are looking for leaders and influencers who will help them improve their lives, so the most notable and popular influencers are popular because of what they represent.  As a music artist, it's important to show your authentic self (or it can even be a character) to your fans.  Once your fans feel like they know you on a more personal level, they will consume your music on a deeper level as well.