In case you’ve been living under a rock, that’s under a rock, that’s under a mountain of rocks, you have probably heard that Miley Cyrus turned some heads on Sunday night with a bizarro, sexually-charged-and-teddy-bear-infused performance at MTV’s Video Music Awards.
It’s been the talk of just about every town since then. Was it appropriate? Was it inappropriate?
And was it any good?
Me? Well, I just thought it was weird and awkward. I didn’t think she sounded good. I didn’t think she twerked good (that was grammatically incorrect on purpose, by the way – saying “I didn’t think she twerked well” just sounds ridiculous).
And as a straight (and recently engaged (!)) dude, I didn’t even find it all that sexy.
It was just . . . twerkin’ weird.
But that doesn’t seem to matter in the slightest to Miley’s career.
She did what so many others have done, and on the same television program, no less. She hijacked the conversation. The talk of the entertainment
town world isn’t about the VMAs, it’s about Miley, and her debutante ball as an adult woman performer, albeit a weird one.
If her performance on the awards show was a commercial (and, by the way, it was one – in the same way that a Broadway show’s performance on the Tony Awards is a commercial), it would be a perfect example of “interruption marketing.” It immediately slapped you in the face, woke you up from the drone-like slumber you were in from everything else you were looking at and . . . like a 5th grade joke . . . “made you look!”
I call this type of marketing “Detour Marketing” myself. Imagine consumers traveling down their same ol’ roads, day in and day out . . . and then up comes a bright orange sign (or a half naked twenty year old and a giant effin’ Teddy Bear) . . . and you’re off in an entirely other direction.
And if that detour is a good one . . . you’ll think and talk about nothing else for awhile.
And was Miley’s detour a good one? Well, it generated 300k tweets per minute. To put that in contrast, last year’s Super Bowl blackout only brought in 230k.
Perhaps your show could benefit from a little detour? Cuz, all press is good press, I guess, right?
No, not exactly. I wouldn’t take Anthony Weiner’s press. And I wouldn’t like to be the Syrian Government right about now either.
But controlled and smart detour marketing . . . in an environment that is known for those kind of detours (like the VMAs) . . . might be exactly what makes Miley a star long into her adult years.
Although I predict a Britney/Lindsay/Amanda type burnout along the way.
Which will get her even more press. Right before her comeback.
(Did you miss the performance? See it here. And then tell me what you thought of it.)
(Got a comment? I love ‘em, so comment below! Email Subscribers, click here then scroll down to say what’s on your mind!)
- Win tickets to see Amanda Plummer and Brad Dourif in The Two-Character Play! Click here.
- Read this blog with ease on your iPhone! Download the Producer’s Perspective app! Click here or visit the app store!
SIGN UP TODAY
Ken’s Current Shows
MOST POPULAR BLOG POSTS
CATEGORIES10 Qs for Broadway Pros
Fun on a Friday
Invest in Broadway Shows
Overheard At Angus
Questions From Readers
The Most Popular Posts of the Month
Theater Things That Don't Make Sense
Things To See
Upcoming SeminarsApr9WedApr12SatMay17Sat11:00 am How To Raise Money for your Show @ DTE StudioHow To Raise Money for your Show @ DTE StudioMay 17 @ 11:00 am – 5:00 pmTo view alternate dates for “How to Raise Money for Your Show” Click Here. Ever since I started teaching my Get Your Show Off The Ground and Broadway Investing [...]Jun16Mon7:00 pm How to Nail Your Audition Workshop @ The Davenport StudiosHow to Nail Your Audition Workshop @ The Davenport StudiosJun 16 @ 7:00 pm – 9:00 pmTo view alternate dates for the “How to Nail Your Audition Workshop″ click here. Do you want to improve your chances of getting your dream role? [...]
Ken’s Top 5 Reads
Purple Cow: Transform Your Business...
The Writers Journey: Mythic Structure for Writers