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Stay with me on this one… I'm beginning to think Miley Cyrus recent "breakdown" is a very well-calculated media move - one that would put any conspiracy theory or advertising campaign to shame.
Let's start with the MTV Video Music Award show and the twerking. The giant foam finger, the skin-tight outfit - it accomplished the goal of getting our attention. We started talking about "Miley" instead of "Hannah Montana." All of her previous attempts to rebrand herself had failed. She needed to make a BIGGER impact and the MTV Award Show was the perfect opportunity.
It didn't take long after the MTV performance that we were watching her ride naked on that wrecking ball, while she's holding back the tears and generating MILLIONS of views on YouTube. Miley went from being "cute" to "weird." We stopped talking about her "annoying music." Suddenly she had this new found talent…
Like many others, I said Miley was acting out, like a toddler desperate of getting attention. "I look at Miley Cyrus and I see a meltdown waiting to happen," is how Elton John put it. But now I think the meltdown was more of an image makeover, one that was brilliantly executed. Check out this tweet from Bradley Kay, he's the Presdient of SSK, a creative agency.
So what if her website looks like a high-school teens book cover? Miley has a very defined marketing strategy right now and we are ALL playing into it.