Wednesday, November 11, 2009

Party in the USA

When I hear Party in the USA on the radio I immediately change the station. Partially, it's because just don't like the song, but also Miley Cyrus annoys me because of how her fame has been used to create products.

I'm sure I will never understand why anyone finds Miley Cyrus appealing, but she seems to have legions of fans. Personally, I think there are many young women out there who could out shine Miley both in talent and style, but my biggest pet-peeve is how the "Miley Cyrus" brand has been used.

There countless Hannah Montana and more recently her alter-ego, Miley Cyrus branded products. Hannah Montana items include everything from dolls to wigs. Miley has transformed into being a pop star instead of just playing one on TV, and she now has a clothing line prominently featured in Wal-Marts across the country on top of everything else. I can understand using a celebrity name as a branding tool, both for the benefit of the performer or personality and for the retail industry. However, I think there is a line that has been crossed in this case.

I don't think her product lines are simply a part of being a teen pop celebrity. Taylor Swift has been equally successful. However, because Miss Swift's class and wider appeal, I think her career will go much further than Miss Cyrus. I suppose Miley's handlers are trying to capitalize on her boom of pre-teen (and getting older) fans, but I think it may be detrimental to the rest of her career (if she has one). Celebrities that "play hard to get" and seem classier seem to have more longevity in their fan base and successful careers throughout their lifetime. Maybe Miley could try the classier approach, but maybe instead she'll burn out, fans will get tired of seeing her products, and we'll all be spared her musical "genius." Harsh I know, but her over-merchandising and her songs annoy me.

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