Just when you thought the Britney Spears brand couldn't fall any lower, it does. MTV had been hyping the Britney Spears comeback on the MTV Video Music Awards for weeks. Last night, Spears opened the show with a performance that was painful to watch and is making headlines today.
In a time when MTV has strayed far from its original strategy of all music, all the time, dismal performances like the one given by Spears won't help MTV at all. It's unlikely the MTV promotions and marketing team will rely on Britney Spears' performances to drive viewers in the future (unless people can't look away from the on air trainwreck).
For Britney Spears, her performance was simply horrendous. Her lip-synching was terrible and her dance moves were pathetic. Did her marriage to Kevin Federline and subsequent motherhood cause her to forget how to dance? She looked like a different person from the one people saw earlier in her career. Spears' performance at the MTV VMAs probably had the opposite effect on her comeback that she hoped for. It looked like she put no effort into her performance at all. Maybe that's how she really feels about her comeback. Who knows, but it was nothing more than embarrassing and incredibly uncomfortable to watch.
How will MTV regain relevancy as they struggle to produce non-music programming (think Laguna Beach and The Hills) on a network that was supposed to be all about music. In the 1980s, we all said, "I want my MTV." Now, we're changing the channel.
And how will Britney Spears recover from this most recent negative publicity? Can she recover?
What do you think? Are these brands destined for irrelevancy or a quick demise?
You can watch Britney's lackluster performance here.
I agree Susan, the performance was awful. Same sentiment as you, did she forget how to dance? That was the only thing saving her from complete ridicule before - the fact that she was a performer. That so-called performance last night was just lazy.
Posted by: Kimberlee Morrison | September 10, 2007 12:52 PM | Permalink to Comment