Brand.com
September 9, 2013 at 1:37 pm | 2721 Views

The Massive Branding Power of Miley Cyrus

I was right there along side millions of other TV viewers who got to experience the train wreck that was Miley Cyrus performing at the MTV Awards. But was it really a train wreck? At the time it was interesting to say the least… but as an online marketer and branding expert, I knew it was all about controversy and sales in the end.

Let’s first recap on what Miley did…

  • Rebranded herself from Hannah Montana to the grown up bad girl
  • Shocked the world with her crazy dancing and performance
  • Got everyone in media talking about her for the next several days

Oh yea… there’s one other thing too…

SHE MADE A TON OF MONEY, SOLD ALBUMS AND GOT MILLIONS OF DOLLARS IN FREE PUBLICITY IN THE PROCESS!

Any award show or live event that is being performed across a major network is always a great platform to gain instant publicity. Why be normal and give a regular performance when you can shock the world and get everyone talking about your name and brand… especially when you have a new music album being released at the same time.

And yes… there was a massive amount of attention that was gained from Miley’s performance. Forbes reports…

And if that wasn’t enough, her twerking episode also lined her pocketbook with cash and grew her social media presence. According to Forbes Beat Reporter, Zack O’Malley Greenburg, since the racy performance, Cyrus has sold 90,000 digital downloads of her new track “Wrecking,” which moved into the 13th spot in the Billboard charts. Her Twitter activity rose 112% from the previous week. She added 226,273 new Facebook fans and 213,104 new Twitter followers.

According to CelebrityNetworth Miley Cyrus has an estimated value of around $150 million. The important thing to note here is that Miley got the attention, re-branding, social following and exposure that money simply can not buy.

Miley Cyrus… train wreck of a celebrity-singer gone bad… or marketing genius?

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14 comments
Paul Sweeney
Paul Sweeney

Miley has been a trail blazer for using social media to brand herself

B Herron
B Herron

Miley Cyrus is a genius! She knew exactly what she was doing and built a well-recognized brand for herself.

Dob Bobson
Dob Bobson

Miley took advantage of a great opportunity... branding is everything!

Justin DeLisi
Justin DeLisi

Miley's goal was to get us talking and it worked. She has upgraded her Brand maybe for the worse but she has people talking.

Daniel Connolly
Daniel Connolly

In a couple years from now, when you ask some one who won Video of the Year at this year's VMAs, they'll probably ask back, "Was that the show with the Miley Cyrus performance?" Marketing genius I'd say.

Jessica Veazey
Jessica Veazey

I never thought I would say this, but Miley actually did a great job rebranding herself from Disney girl to hard core bad girl. Everyone wants to know what she will do next and everyone has been talking about her, right before her album comes out. It is great free press, even if I didn't like the VMA performance at all.

Mike Griffenberg
Mike Griffenberg

Like they say there is no such thing as bad publicity. No one will ever forget her performance and that is exactly what she wanted.

miawallace
miawallace

She's got us all talking & twerking - marketing genius!

Dave Freemann
Dave Freemann

Today, it's not just about everyone talking around the watercooler...it's Tweeting, liking and discussing on forums and all of those things lead to more income. Causing a sensation is a much bigger opportunity than ever before.

Genevieve Moser
Genevieve Moser

At first I thought her performance was a total train wreck and really uncomfortable to watch. However, after looking at the numbers from Forbes it looks like Miley is clearly winning and may even know what she's doing. My vote is marketing genius!

Anna Barker
Anna Barker

I am still trying to figure out if Miley's debacle on the VMAs was a success or failure. She sure got people talking so that is money in itself.

Jpileggi
Jpileggi

Marketing genius, definitely! And it was the most interesting thing that happened at the VMAs.

Pete Campbell
Pete Campbell

That is true! I have always heard that even bad publicity is good publicity. She even has the memes going around, that have the combo of Miley and Robin producing Beetlejuice as an offspring. My vote is for marketing genius.

Monica Johnson
Monica Johnson

Never thought of it this way. Totally makes sense. Miley definitely changed her "brand" for sure

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