Near as I can tell, the term stems from the 80s computer gaming industry, in which the game studio heads got the idea to promote the individual developers by name as if they were rock stars, and oftentimes attempt to treat them to the "rock star lifestyle" (girls, parties, etc.) in order to keep their output from flagging. In those days, games were often written by teams as small as one, and no bigger than a handful -- and the studios themselves were often fly-by-night outfits whose idea of "product packaging" was a Ziploc bag to ship the disk and manual in.

Eventually in the 90s, some developers really took the rock star bit to heart and started plastering their own names all over their output (cf. "John Romero's Daikatana", "American McGee's Whatever-American-McGee-Is-Working-On-Now"), but for the most part, developers at the time hated the rock star characterization.