Tour with family, new album might restore credibility
By Rafer Guzman
New York Newsday
Posted on Wed, Jun. 15, 2005
A Michael Jackson supporter from France who gave his name only as OB1 waves a flag at the front gate of Jackson’s Neverland Ranch on Tuesday. In the background is one of Jackson’s vehicles where security workers were accepting gifts from fans. |
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Michael Jackson waves as he leaves court Monday in Santa Maria, Calif. Jackson was found not guilty on all counts against him. |
Associated Press photos
As R. Kelly, Hugh Grant and many other scandal-plagued celebrities can attest, getting back into the public’s good graces can be done. Michael Jackson, however, presents a whole new challenge.
The latest chapter in the singer’s career, which has stagnated over the past decade with few hits and tepid-selling albums, unfolded when he was acquitted of child-molestation charges Monday following a long trial.
Now comes the tough part: re-establishing his good name and perhaps re-entering the world of music. That process will most likely begin with a confessional interview on a major TV network or cable channel.
But what next? Might Jackson release a new album or launch a tour? Can the 46-year-old singer parlay his recent firestorm of publicity into a career comeback? Jackson may never fully dodge the stigma of child molestation allegations, but many in the media and music industries say he’s well poised for a comeback.
Granted, he may not see any sponsorships from child-friendly brands such as Pepsi, and his ability to break into today’s hip-hop-driven Top 40 charts is questionable. But interest in his music remains high – his album sales at Amazon.com spiked dramatically after the verdict – and his public exoneration could pave the way for a public reinvention.
"From a pure marketing standpoint, this is a now-or-never opportunity," said John Barker, president of DZP Marketing Communications and a former advertising director for Sony Music. "He has an opportunity, given these acquittals, to re-emerge in a very public way and harness this momentum."
Others said the trial has irreversibly damaged the singer’s reputation. "Russell Crowe throwing a phone in a hotel, Winona Ryder being accused of shoplifting, those are completely different allegations," said Ron Torossian, chief executive of Manhattan-based 5W Public Relations, which handles Lil’ Kim and other celebrities. "There is no more heinous crime in the world than child molestation."
He added, "The Michael Jackson brand is dead."
Still, the trial couldn’t have ended any better for the singer. Jackson’s talk of conspiracies once made him seem paranoid. Now, he appears vindicated, said Paul Levinson, chairman of Media and Communications at Fordham University. "He’s not just a fading pop star," Levinson said, "he’s a fading pop star who took on the government and showed that they were wrong."
Jackson needs to dramatically adjust his image, said Mike Paul, president of Manhattan-based MGP & Associates PR, which specializes in crisis management. "He would have to be positioned as a 46-year-old man, and he’s not positioned that way now," Paul said. "He would never be allowed to be with young boys ever again, except his own boys. If he did any outreach or philanthropy, it would have to include both boys and girls."
Rumors about a Jackson tour, most likely with his brothers, abound. "The public remembers Michael Jackson the lawsuit, and they need to think Michael Jackson the entertainer," said Lou Pearlman, the Orlando music impresario who created the Backstreet Boys and ’N Sync. "I would call it The Family Tour," he said. "It shows that Michael has family values and that his family was supportive the whole time."
That would entail dropping his famously sexual dance moves, Pearlman added. "I think we’ll see more G-rated activities – less crotch-grabbing."
Some have speculated that Jackson needs to tour to help alleviate his reported $270 million debt. "If he needs to raise money, a tour would be the quickest way to do it," said Gary Bongiovanni, editor-in-chief of Pollstar.com, a tour industry Web site.
The potential for a new Jackson album is another question. Some say the public’s curiosity alone could propel a new album to the top of the charts, especially if Jackson returned with stronger material than he’s issued in the recent past.
But don’t look for Jackson to conquer the airwaves any time soon, said David Adelson, music correspondent for E! Entertainment Television. "Look at who’s ruling Top 40; it’s hip-hop and artists like Gwen Stefani," Adelson said. "Can a 46-year-old man appeal to a Top 40 demographic? I haven’t met one, and I haven’t seen it happen."
