A new peak? Miley Cyrus is back breaking records
IT’S THE ERA OF THE DECLINE OF THE FEMALE 2010S POPSTAR. SO, HOW DID MILEY CYRUS MANAGE TO MAKE THE TRANSITION FROM CD TO STREAMING?
On New Year’s Eve, in Miami, a glowing Miley Cyrus and her godmother, Dolly Parton lit up America singing some of their greatest hits. And what a career they have both had! All night long the duo belted out their classics, including Wrecking Ball, Party in the USA, and an unexpected rendition of Dolly’s I Will Always Love You. It was the kind of gig that legends give once they have passed their prime. But little did Miley and America know, that a few weeks later, she would be the “it” girl once again.
“People will never love me as much as they love that,” says Miley in a viral video on TikTok, referencing Wrecking Ball, which she believes to be the peak of her career. “That level of success is such an eclipse… Is it ever going to be like that again,” she continues. 10 years on from Wrecking Ball and Miley is once again at the top of her game, as her new single Flowers is smashing records left right and centre. Last week Spotify released a statement on their official Twitter account announcing that Miley’s ‘Flowers’ broke her own record for the most streamed song in Spotify history. But how is this even possible?
It’s no secret that Miley’s career has been stalling in recent years. Although popular with her fans, her last album, Midnight Sky, struggled to make much of an impact. The lead single just about reached the top 10 on the Billboard Hot 100, and even a single with the world’s biggest pop star, Dua Lipa, titled, Prisoner, failed to break through. However, Miley and her brand were offered a lifeline: a deal with Colombia Records, the label behind the world’s biggest stars, including Adele. Colombia Records were able to combine Miley’s impeccable songwriting abilities, with the household Disney girl nostalgia, and channel it through a TikTok lens…and it worked!
Since streaming services have become the primary source of consuming music it’s been harder and harder for female pop stars to maintain the dizzy heights of success that were found in the 2010s. Female pop stars such as Katy Perry, Lady Gaga and even Beyonce – to an extent – can no longer rely on huge marketing campaigns and big-budget music videos to propel them to chart success. Now, female pop stars must rely on formulating songs that can gain traction on Tik Tok algorithms. And Miley’s ‘Flowers’ has the winning formula: a break-up and feel-good song, with a catchy chorus, and a powerful self-love message. Take note Katy Perry, this is how you rebrand.