Jay Z, Beyoncé and Solange: In-Law relationship management

For years celebrities, who initially were mainly politicians and sports stars, were able to operate without close scrutiny - with just photographs in the paper as windows into their private lives. Whilst a photo can look compromising, there is always the possibility that a picture of a minuscule frame of time doesn't tell the whole story.

The photos of Nigella Lawson and Charles Saatchi's odd looking interchange outside a restaurant could be taken any number of ways. Admittedly they don't look too good for Saatchi or comfortable for Lawson but there is plenty of room for interpretation.

The ensuing publicised fallout of their marriage including revelations from former staff about spending and drug usage must have been excruciating for the very private Saatchi and humiliating for Lawson, whose commercial success depended on her well executed image of luxurious domesticity.

Recent video footage of a much more vociferous exchange between Jay Z and his sister in law Solange Knowles went viral. It's pretty shocking, there are punches and kicks being thrown by Beyoncé's little sister and the whole thing was leaked, presumably by staff in the hotel as the source was an internal security camera.

The millions of dollars spent on managing the trio's personal branding was immediately scuppered by the video and the world waited gleefully for their next outing. We didn't have to wait long before Beyoncé posted pics of the calmly loving family going out for lunch. Smiles and giggles abound while the family show us all how silly and insignificant the fracas truly was.

It can be hard enough to manage in-law relations for us muggles at the best of times. I have never had an argument with anyone which involves the enthusiasm Miss Knowles shows for her brother in law but if I had, the next few days would be taken up with trying to work out what brought it on and attempting to resolve the issue with my marriage and relationships within the family at the foremost of my mind.

Us humans are complicated, self absorbed beasts and as such, trying to see issues from another point of view can be challenging. Imagine having your internationally renowned image being the most important factor in your choice of behaviour after that kind of bust up. Don't forget there are three big ol' egos involved too, each would want to come out slighty better than the other two.

On the one hand it's great that these mega stars are shown to be human, and that behind the facade of 200ml of highlighter cream, a pound of glitter and a container full of sequins, lurk people with imperfections. It's great for children to understand that the image of these people is not reality. But it's uncomfortable to watch such a public display of a fall from grace.

Jenny Rudd spent 6 years as a trader in London befpore returning to New Zealand in 2007 making the transition from numbers to letters by heading up the content team at MOSH, New Zealand's leading social media agency.

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