Dear Britney, Acting Dumb Isn’t Smart
I know (or at least hope I know) that few Hypebot readers care much about what Britney Spears is up to lately. Nor do I think Britney in a bathing suit holds much interest for anyone anymore. So I apologize for bringing her into the conversation. But the latest MTV Video Music Awards ad just happens to be the best example of an ongoing marketing trend that needs to be stopped: artists and marketers who believe that using how dumb you are is an OK way to get peoples attention. Its really not.
Last year's spot had Britney forgetting host Russell Brand's name. This year she's holding out for a personal invitation. Both spots showcase her incredible lack of acting skills.
My point is that being stupid might…
lead to an amusing commercial (though even that didn't happen here), but it won't lead to more album or ticket sales – which I'm pretty sure was (or should have been) the ultimate goal.
The best way to avoid these kind of mistakes is to keep your eye on the goal. If the goal is to share great music with the world; then everything you do should point to that; and nothing you do should distract from it. Have some fun along the way. But its always got to be about the music; or at least a positive portrayal of the person making it.
Wait, what? Is MTV about music? I didn’t get the memo.
I’m thinking you’re overthinking.
But I do agree with you about “dumb” as a lifestyle choice. Craig Ferguson is with you, too. See: http://www.youtube.com/watch?v=xFQkMAPVoIo
I actually really like this ad – it makes her look like she can laugh about herself and therefore seem more honest. She is one of those artists that really need to work on her relationships with her fans and campaigns like this can help…
Let’s see…
Who has sold more albums/tickets?
Britney Spears… or Amanda Palmer?
Even at her craziest Britney wasn’t stupid/desperate enough to do this:
http://www.akirathedon.com/2009/07/amanda-palmer-naked-frenzy/
Maybe it’s time now to stop beating up on Britney. It’s like kicking again what’s already been kicked to death.
And not to forget that she made some stunning records not least the last two, Blackout and Circus, which contained some seriously cutting edge pop. In an era when pop has no edge that’s saying something. To insult her implies insult to her work which is to insult the hugely gifted writers and producers who crafted these albums.
Spears is too easy a target and doesn’t fight back. Better to pick some hard-ass, multi-millionaire rapper and live a little dangerously.
Amanda Palmer? A whole other thing. A true artist if ever there was one and one who represents the future I’d say.
hey dude stick to copying and pasting music articles into your blog.
There are so many great artists hovering just below the square ass pop, mainstream radar that could elevate the conversation, and help return us to a focus on the actual music….but time and again MTV and the like focus on vapid, souless, unsustainable, artless persona based, stereotype gimmickery….This is what happens in a quarterly, corporate media culture where fear dominates and no one dare step out.
Sad…can’t wait ’til it’s over.