Does Crazy Sell?

Kanye West is back in the spotlight and finding once again that not all press is good press. Following the February 8, 2015, Grammy Awards, during which West interrupted the artist Beck as he accepted the award for Album of the Year. Something of a nod to his 2009 incident with Taylor Swift at the Video Music Awards, West jumped on stage as if to interrupt Beck, then changed his mind. Later, in interviews, West said that Beyonce should have won the award, and in lieu of that, that Beck should have given it to her.

Robert Westerfelhaus, College of Charleston communication professor notes that West’s odd behavior has frequently garnered him more media attention than his music. And he is not the only celebrity to blur the line between mentally questionable and publicity genius – Amanda Bynes, Lindsay Lohan and Justin Bieber have displayed concerning behavior publicly and through social media.

West at Lollapalooza in Chile. Image courtesy of Flickr user RodrigoFerrari.

“Part of it is that celebrities are allowed to be so much more extreme than we are – they can drink more, do drugs, be violent, they can publicize personal issues,” Westerfelhaus said. “I think some celebrities feel pressure to live up to those standards society sets for them.”

On November 30, 2013 Lohan posted a partially nude photo to Instagram with no explanation. The photo received more than 28,000 likes and 700 comments. Bynes’ public and digital behavior resulted in her forcible hospitalization from July to December 2013, and Bieber faces allegations of frequent drug use and criticism over comments about Anne Frank.

“When you see things like that, you’ve got to ask yourself, ‘Are they aware of what’s acceptable, or are they acting with publicity in mind?’” Westerfelhaus said.

While erratic behavior has become something of a norm for celebrities, it may not deliver the results they want – for example, Lohan’s 2.8 million Instagram followers don’t change the fact that she produced no films in 2014. Additionally her multiple criminal charges and stints in rehab do little to improve Lohan’s professional credibility. West can boast more than 10 million Twitter followers, but tickets sales for his 2013-14 Yeezus tour floundered.

Meanwhile Beyoncé Knowles new album, Beyoncé, released with no promotional efforts on December 13, 2013, outsold West’s album Yeezus in days. Knowles is famously private and well-respected.

“At the end of the day, most celebrities are still business people, and while certain standards differ between theirs and other businesses, people want colleagues who are dependable, respectful and talented,” Westerfelhaus said. “Sometimes one or two out of the three isn’t enough.”

“Crazy will get attention, especially in Hollywood,” he said. “But it won’t necessarily beget work, and it’s not something you can depend on to sell.”