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It is a number one single on the Australian ARIA chart.
It reached #1 on the Billboard 100.
And it broke Spotify’s record to become the platform’s most-streamed song in a week, a record previously held by Adele’s Easy on Me.
Miley Cyrus’ “Flowers” became the first number one single on the ARIA chart. Her previous best, Wrecking Her Ball, took her second place in 2013.
The song has captured the imagination of fans around the world, and Dee Madigan, Creative Director of Campaign Edge, said the song is an example of marketing genius.
Madigan said the song must be about Cyrus’ ex-husband, Australian superstar actor Liam Hemsworth.
“Look, it must be,” said Madigan.
“Because the lyrics are ‘I built a house and saw it burn.’ Their house actually burned down.
“And she released this song on his birthday.
Twenty years ago, according to Madigan, artists released songs to journalists, reviewers, and radio stations to try and engage fans that way, but it was a top-down approach.
“Now it’s a bottom-up approach and in a way, they start marketing for you, so they try to get the fans excited first,” she explained.
“They start talking about it on social media.
“Her marketing manager is a former superfan of hers.
“So they’re releasing some little Easter eggs.
“They are giving off rumors. I don’t know if the rumors are coming from them, but I suspect some of them are.
“And it’s a very clever way to create real buzz.”
Madigan said Taylor Swift is the master of these social media Easter eggs. Make them feel like they are part of something, like they are in their inner circle.
“So, for example, [Taylor Swift’s] It’s about John Mayer, who she allegedly dated when she was 19, and she put it on number 19,” Madigan said.
“Lana Del Rey did it completely differently with her breakup anthem. The only publicity for it was a billboard in one of her former towns.
“It’s a serious shade. I mean, it’s the level of petty I aim for.”
Refusing to deny the rumors works in her favor
Before Flowers was released, Madigan said the video began appearing on the social media platform TikTok. This confused her fans, and everything from her house where she was photographed to the dress she wore was generating rumors.
Madigan said it was an example of marketing genius for not addressing the rumors.
“Smart, smart,” she said. “It keeps the plot going. It’s what they keep talking about. Is it true? Isn’t it true? It’s like the old days.” [with] you are so wasteful Carly Simon never really said if it was Warren Beatty or who.
“So, in a way, the speculation keeps the song up to date and keeps people interested.”
Madigan says one of the more credible theories is that Cyrus overwrote the Bruno Mars song “When I Was Your Man,” which Hemsworth was rumored to have dedicated to Cyrus at his wedding. said.
In the song, Bruno Mars sings:
I should have bought you flowers/And held your hand/I should have given you all my time/If I had the chance/I should have taken you to every party/ ‘Cause all you ever wanted to do was dance/Now my baby’s dancing/But she’s dancing with another man
Here are the lyrics of Cyrus’ song:
I can buy myself flowers / Write my name in the sand / Talk to myself for hours / Say things you don’t understand / I can dance / And I can hold your hand can/yeah i can love me more than you can
Madigan said all the speculation adds to the entertainment beyond listening to the song, but the song itself is great.
“It’s such a great song. I love it. It gives me strength.”
Cyrus is ‘underrated’
There’s a lot of talk these days about celebrity children called ‘Nepo Babies’.
Cyrus, the daughter of country music star Billy Ray Cyrus, achieved a No. 1 single in 1992 with the cult classic Achy Breaky Heart.
“I think she’s underrated because of that,” Madigan said.
“She actually has an amazing voice.
“But there’s no doubt that her family ties helped, too.
“Both things can be true. As we know, talent alone is not enough. Sometimes a little coincidence and nepotism come into play.”
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