Rihanna’s 777 Press Tour: Brilliant Marketing Strategy Turned Hot Mess

November 20th, 2012

(Photo: Kevin Mazur/WireImage)

By Arielle Loren

Imagine you’re one of more than 200 journalists that get to travel with one of the biggest pop stars in the world on a triple VIP party plane. You’ll hit seven countries in seven days, being whisked off to dream locations like Mexico City, Stockholm and London. It’s alluring. It’s appealing. It’s probably a music journalist’s dream. However, at the end of the day and when the champagne bottles are empty, you’re still a journalist that needs a story and quote from the mega celeb. But she’s nowhere to be found. And you’re jet-lagged from her crazy tour schedule.

When Rihanna planned out her 777 tour to promote her new album, Unapologetic, courting the press was a strategic decision to make her music the talk of every major music magazine and website. However, her plan has backfired, as she hasn’t paid the journalists any real attention beyond popping the bubblywith them the first day.

The writers have gotten so restless that the plane has turned into “Occupy 777” mayhem, with one reporter streaking naked and others chanting for the singer to give them a quote. Of course, a bunch of angry journalists is not good news for the star, and they have spared her no sympathy in airing out all the flukes of her tour, from late performances to crappy food.

Admittedly, Rihanna is a performer, and is likely exhausted as she goes through seven back-to-back days of hitting the stage, giving her all to concert fans and traveling nonstop to countries all over the world. However, a smart press advisor or publicist would’ve told her that if you’re going to suck up to the press, you have to do it right. It’s unfortunate that the star has neglected writers that literally have the power to trash her album and potentially impact her sales. But perhaps Rih Rih simply doesn’t care and feels her star power will shine over this negative shadow. Only time will tell how her first week sales go down.

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