Is Miley Cyrus a Marketing Genius?

Over at my personal blog, I talked about how Miley made me feel old after her performance at the VMAs. She got a lot of heat for her provocative show…and a lot of press. So, while some say it was the wrong choice; was it maybe the right choice?

Regardless of what you thought of the actual performance, things were timed a little too impeccably, no? A performance…then a new a song…and a new album…perhaps a tour next? Did Miley’s PR reps have something up their sleeve, perhaps?

Some people say yes…

Her people may have had a plan and it may have worked out well for her. In one article, the author brings up a number of great points, including meme-worthiness, brand consistency, and a “Top 10” moment.

If her audience is looking for the next Miley moment or if she can get her tongue out of her mouth 3 more times than last time, she accomplished it.

If they’re looking for the shock factor, she gave it to them. Was it racy and provocative? Yes. Was that what Miley’s brand is going for? Apparently, yes.

I say no…

Do I talk about her? Yes. Have I blogged about her twice now? Yes. Am I adding to the virality of her escapades? Yes.

Am I buying her new album? No. Her concert tickets? Absolutely not.

But here’s the thing I’ve come to realize. While I may be in my 20’s, I’m also in my late 20’s and therefore outside of the scope of Miley’s brand. I’m not invested in her, as I was never really a fan of Hannah Montana, her early days, or her more recent coming-of-age music.

Simply put: I’m not her target audience. And a performance like this was never meant to make me suddenly be in her target audience.

It was simply meant to re-capture those already struck by the Miley fever. And, much as I hate to admit it, she’s probably done just that.