A few months ago her song “Friday” was unescapable, being hailed as the worst song of all-time. Rebecca Black’s debut racked up 133 million views on YouTube and became a pop culture moment-in-time.
But everybody knew then, likely including Miss Black herself, that this was a star that would burn out quickly. Keeping her flickering fame alive was not going to be easy. However, you need to give her full credit for trying.
This week many of us were talking about Rebecca Black once again, for two reasons. And there is no coincidence that they happened nearly simultaneously.
First, Rebecca appeared in a cameo role in the new Katy Perry video for the song “Last Friday Night”.
Lesson #1 for business: Partner with bigger brands to give your brand more profile. You may have to mock yourself in order to do so. When you do it, make sure you tell the world about it.
Second, the video for Rebecca’s disasterous hit “Friday” was taken off of YouTube because of a copyright dispute between Black and Ark Music, the company who received $4,000 from Black’s parents to create the song.
Lesson #2 for business: In order to give your brand more value, make it more scarce. We covet what we cannot have. When you make yourself more scarce, make sure you tell the world about it.
Lesson #3 for business: Use controversy in your favor. A public dispute can bring attention to your brand and even sympathy to your cause.
Rebecca Black’s handlers have been wise in making both of these moves, but it is still a long-shot that they’ll be able to stretch Black’s stardom much more than they already have.