Leveraging "Skyscraper" with the Masses of Social Media
Unbroken - and reconnected - on Twitter
Demi Lovato (b.1992) is a powerful singer and talented actress who is in the middle of a miraculous career comeback for an artist of her age, and she is using social media sites like twitter to help reach her fans in an intimate way! What would you do with four million-plus Twitter followers, over 16 million views of your new hit single “Skyscraper” on YouTube, about 10 million “likes” on your Facebook musician page, and hundreds of thousands of iTunes downloads? Would you leverage the masses of social media for open career intimacy and transparency ?-- that’s what Demi Lovato is doing. With a stellar teen-star biography that includes the pivotal Disney channel movie ‘Camp Rock’ with the Jonas Brothers, and her two strong albums “Don’t Forget”, and “Here We Go Again”, she also gained fans from the Jonas Brothers 3D concert film. Add to that Demi’s acting in the popular Camp Rock sequel and starring in her own Disney TV series “Sonny with a Chance” for two seasons, which is broadcast in over fifty countries around the world. Now Lovato is back on the map with the recent touching hit single “Skyscraper” and its heart-wrenching video, and the Spanish-version “Rascacielo” from her album “Unbroken”. The new song’s lyrics features the powerful image of “rising from the ground... like a skyscraper.”
Lovato’s personal and professional life includes connections, and respect, from other celebs like the Jonas Brother’s Joe Jonas, Kim Kardashian, Katy Perry, Jordan Sparks, Kelly Clarkson, Ryan Phillippe, Selena Gomez, Missy Elliott, Timbaland, and many more. She has even won recent Hollywood Teen TV Awards and Teen Choice Awards. Introduced by her friend and recent bride Kim Kardashian, Lovato’s powerful performance in August 2011 of “Skyscraper” on stage at VH1’s “Do Something Awards” has cemented her comeback. She made a high-profile appearance at the VMAs, and be sure to check out Demi Lovato's performance in English and Spanish of Skyscraper/Rascacielos at the 2011 NCLR Alma Awards.
The dark side of recording artist and actress Demi Lovato has been her secret sufferings, before rehab for “physical and emotional issues”, of depression, bipolar disorder, anorexia, bulimia, and self-abuse (cutting). To begin to deal with these issues, Lovato spent three months in residential rehab in Chicago. She was previously living with her ‘demons’, and now is living her post-rehab recovery, in the public -- and in the social networking -- spotlight. Lovato is quoted as saying “the more people tell their story, the more therapeutic it becomes.” And “also, if I’m able to share my story and it helps someone, then I’ve done my part.” Twitter seems to be a big part of this process.
There are many examples of the public-life pressures of stars, celebrities, singers, actors/actresses, and even sports figures... A child actress and the daughter of a former Dallas Cowboys cheerleader, Lovato was a cast regular on the show Barney and Friends, and has grown up in the public spotlight. Imagine the idea that even a Lovato shopping trip, like a visit to Stacey Bendet’s trendy “Alice + Olivia” store in LA would call for news reports and photos.
The Disney Channel publicly supported her plans to not return to her TV series “Sonny with a Chance” after rehab, supporting Demi Lovato’s focus on her music. They are supportive of her music career, in part, because it is under the Disney Music Group’s label Hollywood Records. Her label, management, and it’s parent company are still managing to guide her career in a way that keep her well-connected to her fans. Her song “Skyscraper” debuted on the national syndicated top-40 show from KIIS-FM in Los Angeles. She even called in to the show’s host Ryan Seacrest making it even more compelling for the 150 syndicated US stations, and the show's worldwide affiliates.
As she heals, and returns more to the public stage, Demi Lovato will use a campaign directed towards teen girls called "Love is Louder than the Pressure to Be Perfect" to continue to discuss her own personal problems. A great photo of her has circulated that shows that positive message written in marker on her hands, along with her permanent wrist tattoos that say “Stay” and “Strong”. If you want to hear the difference in her voice before and after rehab, listen to Demi’s tortured recording of “Skyscraper” (recorded in 2010, released in summer 2011) and her post-recovery Spanish version “Rascacielo”. The english version is more raw, fragile and emotional, while the spanish version emphasizes the rising up and is stronger and more resilient.
Demi Lovato is a performer of her generation. From Disney TV, and CDs, to iTunes and the web’s great resources like Facebook, Twitter, and YouTube, her millions of fans are there for her journey, and they clearly support the (formerly) fragile artist behind the public image. It seems that they actually respect Demi Lovato even more now for her honesty, intimacy, openness, and sharing, even if it comes in brief tweets on Twitter of 140 characters or less.