Member Since: 3/5/2014
Posts: 7,746
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This was possibly true 20 years ago (or now to balding, aging gays), but not anymore.
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Madonna has now become 'toxic' figure for millennials, academics say
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The research, by Jeetendr Sehdev, marketing professor at the University of Southern California, found that Madonna’s desire to stay relevant with younger audiences has damaged the $1bn brand she has built over more than 30 years.
The study, based on interviews with 1,000 young adults, has been published during a difficult period for Madonna. The concluding Australian leg of her Rebel Heart tour was marred by erratic behaviour, including late starts, slurred lyrics and reports of drinking during shows.
Millennials are highly distrustful of Madonna, who is 17-times less influential than Taylor Swift and 15-times less influential than Adele, according to the poll of young Americans. Three in five people viewed an incident during a Brisbane show when she pulled down the top of a 17-year-old fan exposing her breast, as little more than a “desperate publicity stunt”.
Madonna’s damaged brand has also negatively impacted the perception of the younger collaborators on her Rebel Heart album. Diplo, Avicii and Nicki Minaj were rated less culturally relevant amongst millennials who are aware of their collaborations with Madonna.
Older generations who once admired her brand are losing faith too. Professor Sehdev, who advises brands on corporate endorsements using a research-based approach to quantify celebrity influence, also found a 23 per cent decline in generation X-ers who once agreed that Madonna was an “iconic cultural force”.
Professor Sehdev said: “Madonna’s desperate attempts for attention have damaged her legacy.”
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http://www.independent.co.uk/news/pe...-a6952711.html
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