It’s so hard these days to get people to pay attention. Even when you’re the President of the United States, making an historic address on healthcare, guys like Joe Wilson are shouting you down. So should it come as any surprise that Taylor Swift was so rudely interrupted at the Video Music Awards by Kanye West? Not really.
I think what’s happening is that as the number of voices multiply, individual voices are being drowned out, and to be heard above the fray it takes a shocking statement like “You lie!” or “Beyonce had the greatest video of all time!” to be heard.
And unfortunately, as being heard requires ever more shocking statements that override the consensus voting of the group (whether that’s Congress or the folks at MTV who vote on the VMAs) and grab headlines, the opinions of a vocal (and influential) few manipulate the public discourse. What were they talking about after the State of the Union? Not healthcare. But they were talking about all of the campaign contributions streaming into the opponents of Joe Wilson for his (possibly racially motivated?) outburst.
When asked about Kanye, Obama said of his fellow Chicagoan: “He’s a jackass.” So everything’s come full circle in the pay-it-forward with shocking statements game.
But I have a different take on all of this. I think it’s actually the best guerilla marketing campaign ever. I think MTV Pictures is launching a new movie, based loosely on the popular Punk’d show, in which Kanye West will interrupt celebrities. They’re calling it Jackass 3: The Musical. And the soundtrack will include tracks from Taylor Swift and Beyonce. Now that’s something I’d watch.

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