Hype Marketing, the Power of Creative Campaigns: How Music Icons Used Unconventional Marketing Tactics to Keep People Talking
Michael Jackson was an admirer of PT Barnum, the "Greatest Showman," so he even featured him on his album artwork for Dangerous.
Barnum (1810-1891) was known for using "Humbugs" to hype his attractions. Humbugs are typically hoaxes, promoting the unusual or sensational. Barnum's most widely known quote is said to be: "Without promotion, something terrible happens... nothing!" He is also often credited with coining the phrase, "There's no such thing as bad publicity."
MJ used hoaxes frequently, and these kept him in the mainstream press all the time. His most prominent hoax was when it was "leaked" that he would sleep in an oxygen tank, or hyperbaric chamber, at the time something relatively obscure. In truth, he had only tried the chamber for a medical treatment for a previous accident, but never dismissed the rumors.
A few more of his well-known "humbugs" were:
Elephant Man Bones: Another persistent rumor was that he owned the bones of Joseph Merrick, also known as the Elephant Man.
Glove and Sequins: Michael Jackson's iconic glove and sequined outfits became synonymous with his image and style, and rumors circulated that he owned hundreds of identical gloves and outfits.
Moonwalk: Michael Jackson's signature dance move, the moonwalk, became a cultural phenomenon and was widely imitated by fans and other performers. The move was rumored to have been created by Jackson himself, but in fact, it was based on a dance move called the backslide that was popular in the 1980s.
Album Sales: Michael Jackson was one of the best-selling music artists of all time, and rumors circulated that he had sold more than a billion albums worldwide. The real number was actually difficult to determine at the time.
Celebrity Friends: Michael Jackson was known for his friendships with other high-profile celebrities, including Elizabeth Taylor and Princess Diana. There was a frequent stream of rumors involving his celebrity friends.
This type of "hype marketing" is difficult, but with good ideas, it's the most effective way to keep people talking about you.
Here are some creative hype campaigns by other music icons:
The Beatles' "Paul Is Dead" Conspiracy - In the late 1960s, a rumor began circulating that Paul McCartney had died and been replaced by a lookalike. The Beatles played along with the rumor by including clues in their music and album covers, which fueled the conspiracy and generated massive media attention.
David Bowie's Ziggy Stardust Persona - In the early 1970s, David Bowie created the persona of Ziggy Stardust, a flamboyant and androgynous rock star from another planet. The character helped to create a sense of spectacle and excitement around Bowie's music and generated a dedicated fan following.
Prince created his alter ego named Camille. Camille was originally intended to be the lead singer of a funk band that Prince was planning to form in the mid-1980s. However, Prince eventually decided to use the Camille persona as a marketing tool, creating a series of songs and music videos that featured his altered, androgynous, pitched-up voice.
Lana Del Rey - Lana Del Rey's rise to fame was built on a carefully crafted persona that emphasized her vintage style, melancholic lyrics, and air of mystery. However, there have been rumors that her image and backstory were manufactured by her record label, which has helped to generate additional interest and controversy around her music.
Led Zeppelin - In the 1970s, the members of Led Zeppelin were known for their love of practical jokes and elaborate hoaxes. One famous example involved the band pretending to be a different band called "The Nobs" for a concert in Denmark, after being threatened with legal action by a baroness who shared the same name Zeppelin.
Please keep in mind that hype marketing strategies that utilze hoaxes and rumors can be powerful tools for generating buzz, they can also backfire if they are perceived as deceptive or manipulative.