Talking about artists, every people maybe has his or her favorite one. For me, I love Adele, Beyonce, Emeli, Jack Johnson, and so on, but Christina Aguilera is always the best for me.
This is one of my favorite performances of her.
Christina has won five Grammys and owned five top one Billboard single songs. She was once one of the best selling singers in the world. In many competitions, her songs are people’s first choice. “Although the ever-pretentious Madonna would probably argue that she is the undisputed Queen of flop, the dookie colored crown actually belongs to none other than Christina Aguilera.” She was the queen, but now she is only the queen of flop. How could this happen?
It is not hard to find the reason. Actually, Christina is a perfect example to prove how important it is to maintain a good image of an artist. I think her mistake on Super Bowl National Anthem Flub was a start to ruin her image. She forgot the lyrics of National Anthem. She did screw up this show. First, Super Bowl has too many audiences, so this mistake can’t be either forgotten or ignored. Second, it is quite unbelievable to make such a severe mistake. The lyrics should always be kept in mind because it matters both to the country and citizens. However, this mistake is not what her PR team can avoid for her in advance because no one would know it could happen. “I can only hope that everyone could feel my love for this country.” This is her only “apology” after this crisis. Obviously, it is not enough at all. Aguilera was described as being “devastated” when she went backstage after her performance. “I have been performing the anthem since I was 7 years old and I must say the Super Bowl is a dream come true,” Aguilera said before the game. “I am really excited to be part of such an iconic event.” Her team definitely underestimated how bad this crisis could be. They made a beautiful image for her before the accident, like she is familiar with this song and she love this country so much, but they barely said anything about the mistake. They didn’t even say sorry about that.
Thinking about Christina’s image, it wasn’t maintained well enough since the beginning. Her story can remind the PR team of any other singers how important a good image is to their artists. In Christina’s age, two great stars matters to the whole world, Mariah Carey and Whitney Huston. Christina was described as a merged voice between those two artists. But sometimes, she was too self-confident about her voices. As Gossip Pen says, “There’s also the fact that Christina Aguilera is just an unlikable person, and has been from day one. She’s always been a huge snob that has turned her nose up at any and everyone she felt wasn’t on her level.” To be too self-confident and looking down on anyone are the description of her image. She left the bad image to the audiences by her gestures, words, the way to response to the journalists and so on.
All of these can be avoided if she has a better PR team at the very beginning. “She doesn’t have the fan interaction and continued cross-promotion that the likes of Katy Perry and Lady Gaga have.” As cited from JUNO, I think she needs more two-way communication. Christina has done a great job on improving her image since she joined TheVoice. She tried to be humble and behave better. And she started to communicate more by being more active on twitter and so on. Her PR team also shares more her funny expression and how she became fat these years.
She doesn’t need to pretend to be the best because it will only hurt image which is important to artists. People need a normal star. People like Whitney Huston even after her drug rumor; like Michael Jackson after his abusing children incident. Why? Two-way communication matters. The audiences will bear with some mistakes by their favorite stars if they know they didn’t mean to do this and their star still love his or her fans. Christina’s image was ruined by her bad PR consciousness and her way of communication. And here are some successful images of artists.
People need a normal diva, not a queen to run the world. Diva, Queen, funny people, these are built by communication and PR people. And that is an important part in music PR.