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Rapper’s outburst on MTV stage a wonderful PR stunt

UPDATE #2: Some really good comments from both side of the argument, so good that my resolve started to fade. And then I found this nugget from MTV.com, which was published on July 14. The headline: "Taylor Swift Promises 'Theatrics' For 2009 VMA Performance."

While that headline may refer to her actual performance, I choose to interpret it broadly, to mean her involvement in the entire show. Here's an excerpt from the article:

"I'm so excited that MTV and the VMAs have invited me to perform, because I think this year's show will be unlike anything they've ever done!" she said of her debut on the VMA stage with an updated version of her new single, "You Belong With Me."
Although Swift lost her [award] last year to Tokio Hotel, she'll be pulling out all the stops to dazzle the audience this year. "I love incorporating theatrics into my performances, and the VMAs have always allowed artists to run with that," she said. "MTV has been so good to me. And I could not be more excited about this year's VMAs."

Swift, with the help of Kanye and Beyonce, certainly delivered on the theatrics.


UPDATE: Thirty-six hours have passed since the Kanye West outburst and thus far it seems I’m among the minority of people who believe the whole episode was scripted.

A TVGuide.com poll found that 84 percent of respondents believe Kanye acted on his own volition.

Still, several media outlets have suggested the event was staged. They include The Los Angeles Times, Seattle Post-Intelligencer, Gawker and the blog Guest of a Guest.

In the latter blog, the author asked Brian Stelter, The New York Times reporter who covered the MTV event, for his thoughts. Here was Stelter’s answer:

“The story arc couldn’t have been written more perfectly. The conflict teed off the show, created tension for two hours, then concluded when Beyonce invited Taylor Swift back on stage for a proper acceptance speech. Staged or not, there must be a good bit of back-patting at MTV’s headquarters today.”

Anyone else skeptical of a live event with a perfect story arc?


You’ve probably heard about rapper Kanye West jumping on stage at the MTV Video Music Awards and grabbing the microphone from 19-year-old country music star Taylor Swift to announce that singer Beyonce Knowles actually deserved the award that Swift had just won.

A stunned Swift didn’t seem to know how to react. MTV cut away after West was done speaking.

People in the media, bloggers and commenters on Twitter are shocked shocked that West upstaged this poor little country singer. Oh come on. It was all staged—and it’s masterful media manipulation.

By some accounts, the awards shows – even the Michael Jackson tribute – was a bust. However, MTV guaranteed that the event will live on in the press and online thanks to this stunt. The story of West stealing the mic from Swift was even on the homepage of The New York Times this morning. The video of the incident has racked up more than 1 million views on the MTV Web site.

Kanye West has a reputation to uphold. He’s a self-obsessed a**hole. The man has embraced it; he sells records based on it. Remember, this is the guy who said during a televised Hurricane Katrina benefit that George Bush hates black people.

Meanwhile, Taylor Swift is the purity pop queen. She’s an aw shucks kind of girl who had her heartbroken by a Jonas Brother. And the way the rest of the awards show played out was perfect for her. Just minutes after the incident occurred, Swift performed one of her singles on a subway car beneath Radio City Music Hall as fans followed her en masse from the car to the street, ala The Beatles in A Hard Day’s Night.

She was triumphant – the young starlet had overcome the evil Kanye West.

Later in the show, Beyonce Knowles invited Swift on stage to let her take her bow. The crowd cheered.

Kanye, meanwhile, was booed throughout the night and later told to leave the event.

It was a win for everyone, especially MTV.

Here are a few more things to consider:

•Why didn’t MTV cut Kanye West’s mic when he jumped on stage?

•Why was this controversial and combustible star seated so close to the stage?

•Why did the host, British comedian Russell Brand, say during his opening monologue that Kanye West was “in the house” (or something) as the camera made a point of showing where he was – next to the stage?

•Convenient, wasn’t it, that Swift would perform almost immediately after Kanye stole her spotlight—and that the performance would take place outside the theater so she wouldn’t feel the need to say something to the audience about what had just happened.

Here's the video:


Meanwhile, Mashable has picked up a YouTube video showing Kanye interrupting President Obama. Funny stuff.


Comments (21)

I think that in this post the argument is become a quite stretched and MTV is not ready to cut this mic because he was only their for up to some seconds and according to me the more close the people are it makes a quite differences.

Kevin Tsunoda:

I thought it was absolutely un-professional on his part. no matter if it was true or not. he should feel bad. terrible

John:

Taylor Swift doesn't need any publicity. It's Kanye who needed it and if he did what he did for publicity, he got the worst kind. A lot of people swore that day that they would never buy a Kanye album again and boycott him any chance they get.

Caitlin:

Taylor Swift's performance was not prerecorded.

Britt:

You can have your opinion, and I'll have mine. I'm not buying that it was staged- and I think arguments for that are a bit stretched. Yes, Kanye's an ass- but he's done this before. Nothing new. MTV didn't cut his mic because he was only up there for a second- no one knew what he was going to say and by the time he did, he was done and gone. All the stars are somewhat close to the stage (I know, I've been there). The closer to the stage means the less likely you are to win an award because the winners sit in back... more time for the camera to focus on your walk up to accept award. Taylor promised theatrics, and she delivered.... in her subway performance. Speaking of which, that part was probably NOT live- thats why she didn't say anything. But having met Taylor several times, she wouldn't be the kind of person to say anything about it unless asked anyway. Normally when MTV stages something, they let it linger- see Eminem vs Sacha Baron Cohen at Movie Awards. And when something doesn't go as planned, they cut it off- like this time AND during the Tommy Lee vs Kid Rock fight a couple of years ago.
I'm not saying Kanye didn't do it for the publicity (his tickets for Phx show were supposed to go on sale this week and have now been postponed) but I would just be shocked that this was a staged stunt.

Rey Pygsterio:

What is worse, calling the president a liar during his address or interrupting the teen country singer during her acceptance speech for a video award on MTV?

According to the public outcry, it seems to be interrupting the teen country singer.

APA in an MLA world:

Feel free to comment.

Regarding the camera operator knowing to be next to Beyonce: She was a nominee. Any producer worth a d--- would have kept a camera pointed at her pretty mug for a reaction shot just in case she gave a newsworthy response, such as crying, the dreaded "pretty girl screws up face to keep from crying" still shot that could be sold to TMZ (no offence) and etc.

Check out the demos on MTV. Kanye is a big-ticket draw because of his style. Russell Brand not providing that teaser would be like your local evening newscaster forgetting to remind you that the weather report is a part of the broadcast. (By the by, Russell is one of the best snipes we've made from the Brits. If only we could get Ross Noble in the deal, too.)

REMEMBER: These shows are tightly scripted, probably moreso than anything you've ever ghost-written for your CEO. Everything appears for a purpose, just like in a commercial.

I run a very tight ship at the board. If I was the sound engineer, I probably would have assumed that I'd missed a cue in the script, and would have left the mic open. These people (performers) are all supposed to be big-time professionals, after all.

Anonymous:

MTV is getting tired. Same old s#@A.

Some day they might really surprise people by bringing back class. Until then they will make Jerry Springer look dignified.

Stephanie:

Do you really think they would stage a racial event like that? (And yes, if the races were reversed, it would be a racial event) And is Kanye such an idiot that he would consent? I'm not sold on the conspiracy theory...

Rebecca:

I agree with the above article and others comments on this page that this was a staged PR ploy. For those who might remember the possible "staged" incident involving Eminem on the MTV awards show earlier this year. It wouldn't be the first time MTV has allowed this. Maybe these type of PR stunts with promotions geared towards the younger (mostly teen) audiences are going to be more and more common.

Kanye is known as a "controversial and combustible star" like the author of this article stated. Obviously this type of staged stunt would only enhance that image, boost Beyonce's image (who is in a relationship with Jay-Z - Hmm. Kanye is part of Jay-Z's new hit single) and Taylor is left with positive press and attention as well.

One more note, I have a 16-year-old daughter who watched Kanye on Leno's show last night with me and she felt really sorry for Kanye when she saw his interview, she believed he really felt bad and was sincere in his apology. She is also a big Taylor Swift fan. Going back to - PR for the younger audiences - the ones ultimately buying their albums.

Louise Mulherin:

I would argue Kanye was trying to muster up tears, not hold them back, on Leno. And he wasn't successful. Whether or not Beyonce's move was part of the plan, it was clearly planned in advance with Swift waiting in the wings, microphone in hand...alot of talk all night of Swift "having her moment." I fall on the cynical side that the whole stunt was staged. Bottom line, people are talking.

Unanymous:

Oh, good grief, the conspiracy theorists must be on adrenaline...

Leno's show already had maximum interest because of all the NBC hype for the last 3-4 months.

I doubt Kanye would have allowed himself to be used like that, especially because it has damaged his reputation, even (it appears) among many of his fans. As far as public appearances go, he's going to be personna non grata for a while. (He even said as much on Leno.) And frankly, given his embarrassing showing in Leno's interview, he probably should hide in a closet somewhere and have a brain implant.

Fortunately, if anything good can come out of this, it may be that more people are beginning to recognize that trash behavior is, well, trash. We've grown much too accepting of boorishness (and worse) from celebrities (and politicians), and too many youngsters are growing up thinking it's okay.

We can do better.

Can't we?

Rebecca Shaffer:

At first glance, this appeared to be a genius PR move on behalf of MTV, as their viewership was lowering by the hour. All the top news feeds picked it up, every blog had an opinion and the video was splashed all over the web. However, then came Jay Leno. He was the one with the golden moment, Kanye West holding back tears when asked how his mother would have felt about his actions. The whole studio was silent as he tried to keep himself together.

I know I tuned in to the show to see that interview as well as many others. So this PR stunt I would say should be awarded to The Jay Leno Show.

Sarah:

Dear Summer Austin,
There is not much difference between you and Kanye. What is wrong with you? Do you feel so bad about yourself that you need to make snide comments on what is a very interesting article? There is plenty to talk about with the topic at hand.
Thank you.

Summer Austin:

Interesting article. But it doesn't appear it was edited before being published. But maybe that's your PR ploy to get more communicators to pay attention. You know we can't read without editing. ;-)

teb:

Taylor Swift's performance directly after was pre-recorded.

Jenni Lewis:

I was thinking the same exact thing. I think the fact that there were more than 1 million tweets about this incident alone last night speaks volumes to its effectiveness. Another thing that you didn't mention that sold this so-called conspiracy theory for me was the fact that Kanye West is arragant, egotistical and speaks his mind, but he has never been blatantly disrespectful to someone's face live. I am a fan of Kanye and that may just be my way of making myself feel better about the incident. ;-) Great post!

Cindy:

And you forgot to mention that Kanye is a guest on Jay Leno's inaugural show tonight...how convenient is that - giving Jay a hot topic to launch his show with....

It's sooo obvious, even the early morning news anchors on my local NBC-affiliated pointed it out!

rhbjorn:

I have quoted you on TMZ as calling Poe, If you are right we should all know in the next hours

"f"

Michael:

You forgot to mention Kanye is on Leno tonight.

Well, I wouldn't put it past MTV to do such as thing. They've done it plenty of times in the past. MTV's hurting for ratings, but then again, I wouldn't put it past Kanye. He is a bit of an a**hole.

Some other things to consider: How did the camera man know to be right at Beyonce's side when Kanye made his "announcement"? (The only thing that was convincing was her look. She was definitely shocked.) I also find it a bit convenient that Beyonce and Swift both wore red dresses for the "re do" speech. Interesting to say the least.

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This page contains a single entry from the blog posted on September 14, 2009 8:27 AM .

The previous post in this blog was HARO names RLM its agency of record .

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