By Katiee McKinstry
With the release of her latest album, Plastic Hearts, in late November, Miley Cyrus completely transformed herself as a glam-rock icon, diving into the past as she cleared a course forward in the pop-rock sphere. Expertly wielding the collective power of fond memories to attract even the most casual of listeners– its last tracks include a remodelled variation of standout single “Midnight Sky” including Stevie Nicks and covers of the classics “Zombie” and “Heart of Glass”– Cyrus also mined key minutes from her own career to generative new results. And this year, she was not alone.
Prior to the drop of Plastic Hearts, Cyrus revealed the launch of MileySpace, basically an updated version of what her MySpace page would look like in 2020, hosted on her own site. Cyrus relaunched her website to draw attention to the drop of Plastic Hearts, in a MySpace format featuring album art, links to music videos, and album associated merch. Ardent fans of the pop star might recognize that MileySpace is more than a savvy marketing tactic; rather, it’s a clever easter egg harkening back to a fans-only experience Cyrus culminated at the end of the 2000 s.
In 2009, at the height of her Hannah Montana stardom, Cyrus was starting to break out as a solo artist, also, with “7 Things.” Throughout her Wonder World Trip, she unveiled her main fan club, MileyWorld. For $30 a year, fans had complete access to behind-the-scenes material and unique (and greatly moderated) chat rooms where Cyrus would pop in from time to time to state hello. Every club member would get an ID card, which included a toothy headshot of Cyrus as a kid, among numerous elements from MileyWorld Cyrus evoked in the leadup to the launch of Plastic Hearts There was likewise the slogan of the MileySpace relaunch, “a place for Miley’s good friends,” referencing how MileyWorld as soon as was. Cyrus played on the fond memories of old school MySpace, changing the mouse image when users scroll, adding music to her “profile,” and loading her “pals list” with collaborators on Plastic Hearts. Well played.
Simply as MileyWorld operated as a marketing opportunity for album releases and trips with an quintessentially expert feel– fans would support the scenes material from Cyrus’s life, be the very first to find out about new album drops and concert promos, among those cute MileyWorld ID cards, and an overall intimate feel of being Cyrus’s BFF– so, too, is MileySpace. As a Cyrus fan back in the early 2000 s, it was so fun to be able to connect with her in a more intimate way through MileyWorld. To see her resurface elements from our childhood brings back warm memories: the glow of the computer screen, for instance, as Cyrus responded in a chat room to my concern, “What is it like to be a blonde?” (It was “absolutely a different experience,” she composed.)
Similarly, various other pop artists plunged into their own archives in 2020 for some artistic archeology. Taylor Swift, Gwen Stefani, Aly & AJ, and Dua Lipa have all dipped into the past (both their individual histories and the shared recollections of pop culture) in their current respective works, utilizing components that pull on fans’ heart strings and reward their persistence and dedication.
Her summer surprise album, July’s Folklore and its December sister record Evermore, were littered with self-referential nods. Folklore played on classic elements in its presentation, including a stripped-down folk sound harkening back to her earliest nation hits, however throughout each song on the album, Swift examines her career in a brand-new light.
Therefore, Swift goes backwards and inwards with Folklore, making fans leap right in as their fond memories runs high. By launching Evermore, Swift even more utilizes the fond memories marketing, continuing the reflective take a look at her career and relationships her fans so closely have actually followed for many years.
Fans of a specific age probably danced around their bedrooms shouting lyrics from No Doubt’s “Simply a Lady” or “Don’t Speak” as teenagers.
Speaking of reintroducing yourself, pop sister duo Aly & AJ have actually done the same, re-releasing their most popular hit, “Prospective Separation Tune,” with a twist.
Nostalgia as a marketing tool is not a new concept, and in truth, Dua Lipa wove it into the really material of her latest album itself. This year’s Future Fond Memories discovered the pop star immersed in ’80 s dance vibes glossed with a more contemporary feel. “I wanted to make sure that every song discussed both the future aspects and the classic aspects, to in some way bring something fresh and brand-new to the table, however likewise something that reminds you of a time,” Lipa told Range “In regards to the future, it really is a production, and the lyrics about what’s currently going on in my life. Some of the sonics behind it have that classic reminiscence.”
For fans, this powerful sense of fond memories lets you revisit your preferred parts of your childhood: younger and easier times. However for artists, perhaps it is more innately connected to reinvention. Plastic Hearts, while not thematically tied into Cyrus’s past in MileyWorld, has to do with Cyrus entering her power as a rock icon. The past is ever present, and therefore so is MileyWorld– by means of MileySpace. Now, you can review 2009 Cyrus online as you meet 2020 Cyrus via her music. In a year that has actually forced many people to pause and reflect on their lives, these artists are making the effort to explore what made them so successful in the very first place.
- Gwen Stefani
- Miley Cyrus
- Taylor Swift
- Dua Lipa
- Aly & AJ