In terms of marketing herself, Miley Cryus is a living example of the “all press is good press” ideal, even when most is bad press. When you look around, there are not many supporters of Cyrus, however her name has not been out of the media since she put out her music video for “We Can’t Stop.”
She is currently one of the most famous people in the music business, and that fame is certainly helping her out in her success. Many pop stars have gone through similar transitions but there is something unique about what Cyrus is doing. However, these aren’t just random acts of crazy – Miley Cyrus has a strategic plan about how she wants to reinvent herself.
She is a reflection of youth in America. This doesn’t mean that everyone is running around in leotards sticking their tongues out, however Cyrus is using fashion and culture trends to her advantage. Producer Pharrell commented on her in MTV’s “Miley Cyrus: The Movement,” phrasing it perfectly, “…she grew up in the in the era when kids listen to hip-hop. People ask, ‘Why is she twerking? Why is she doing this?’ Because she’s a product of America.”
Twerking, edgy scandalous fashion, and party behavior are all fads among the young adults of the U.S. that Cyrus has incorporated into her image; how couldn’t she be this famous?
She is actually very talented. A celebrity can be all over the media but never actually have success because they have nothing to offer. Miley grabbed the public’s attention with her outrageous performances and music videos, but the girl has talent. “We Can’t Stop” and “Party in the U.S.A. peaked at #2 on Billboard Hot 100, and her most recent single “Wrecking Ball” made it to #1. Her new album topped the charts and had decent reviews by Rolling Stone and Entertainment Weekly, among many others.
Everyone loves a hot mess transformation. She is certainly not Hannah Montana anymore. The change did not happen overnight, and one of the reasons that she has remained famous is because she keeps developing (as anyone does from age 13 to 20) with the times. Cyrus mixed in her do-what-you-want attitude with skills she’s learned from the industry in revamping herself, like what she said in her documentary, “It’s a strategic hot mess.” But strategic, nonetheless.
Whether you love her, hate her or hate that you love her, there’s no denying the impressive way Miley has handled herself over the past year. It will be very interesting to see what she will do next, and if she will continue to hold our attention. Either way there’s no doubt that she is a PR star.
-Morgan Brenner is a freshman studying strategic communication. Follow her at @Morganbren.