How the provocative musician takes new risks to build her career.
Miley Cyrus knows how to make a statement. As she lounges on a shag rug in her Los Angeles basement during a video interview with Forbesthe 29-year-old star reflects on a career that took her away from a namesake role on the Disney series Hannah Montana at age 13 to his current status as one of the finest recording artists of his generation.
“One thing I’m really proud of is that I started my business before I got my period,” Cyrus says. “And now I’ve played Carnegie Hall, Madison Square Garden, inducted Joan Jett into the Rock and Roll Hall of Fame, all on my period. That’s never stopped me from being a woman of ‘business.
When most stars talk about career highs, they don’t specify which ones coincided with their menstrual cycle. Again, it’s not Miley Cyrus. Diehard fans already know Cyrus’ story of how she got her first period almost 15 years ago while performing in white pants on the set of Hannah Montana. She shared the story as a way to connect with fans – she has over 150 million on Instagram alone – not to shock them. What could be more emblematic of growing up in the public eye?
The series helped Cyrus earn $134 million by the time she turned 18, according to Forbes’ estimates. But that didn’t define her either, as she’s since released eight studio albums ranging from psychedelic rock to country-hip-hop.
Cyrus is now taking more control over her career and her entertainment platforms. In May, she sealed an estimated $40 million deal with NBCUniversal that brings her back to television with three specials, along with other projects and a first look at content created by Hopetown Entertainment, her production company with his mother Tish Cyrus. She also partnered with telehealth company Hims & Hers, taking an equity stake and creative role in the Hers skincare line. This adds to a list of endorsement deals with brands like Gucci, as well as angel investments, new entertainment projects and moves to better control his fan experience with the relaunch of his site. MileyWorld Fan Web.
“If I know there will be greater reward for taking greater risk, I generally will.” Cyrus said, running his fingers through his bleached blond hair. “I do this with everything – my business, my relationships, with love, with life.”
Like Madonna, whom she considers one of her idols, Cyrus knows how to leverage her raw talent, penchant for risk-taking and public persona to keep fans, press and industry leaders. For many millennials, memories of Cyrus swinging naked in her 2013 “Wrecking Ball” video or rubbing shoulders with singer Robin Thicke in a latex bra and panties at the Video Music Awards that year are also embedded. in their memories as flared jeans, flip phones, and tuning into the Disney Channel to watch Cyrus as Hannah Montana. The outrage certainly helped bring attention to her album bangerz, which went triple platinum and earned Cyrus a Grammy nomination, as well as a spot on Forbes 2014 30 Under 30 Music List.
After making millions Bangerz, Cyrus bypassed his record label and released Miley Cyrus and her dead Petz. Together with Flaming Lips frontman Wayne Coyne, she originally released the psychedelic album directly to SoundCloud for fans to hear for free. Rather than sticking to a winning formula, she wanted to shake it up.
“If I know there will be greater reward for taking greater risk, I generally will.” Cyrus said, running his fingers through his bleached blond hair. “I do this with everything – my business, my relationships, with love, with life.”
What motivates her is an unconditional love of music. Born to country music star Billy Ray Cyrus and producer Tish Cyrus in Nashville with Dolly Parton as godmother, Cyrus grew up in the music industry. While some critics dismiss Cyrus as a publicity seeker rather than a singer-songwriter, producer Mark Ronson sees her as a rare talent who’s in the same league as other singers he’s worked with, from Amy Winehouse to Lady Gaga. Ronson co-wrote and co-performed what became the triple platinum song “Nothing Breaks Like a Heart” alongside Cyrus. “She’s so brutally and openly honest about her life and, combine that with her voice, that’s why she has over 150 million people who adore her,” Ronson says. “All the big ones, especially the really big ones, they have their pain there for the world to see.”
Cyrus certainly shares his pain. She has spoken of feeling taken advantage of at times and is open about her struggles with anxiety, depression, alcohol and drug use. She lost her Malibu home to a wildfire in 2018 and her short-lived marriage to longtime stepfather Liam Hemsworth a year later. Days after announcing her split, she was photographed kissing actress Kaitlynn Carter. Cyrus later came out as pansexual or attracted to people regardless of their sex or gender identity.
These days, Cyrus presents a more introspective and quiet version of herself, experimenting with music and philanthropy rather than drugs and partying. Queer causes, displacement and her huge platform inspired her to create the Happy Hippie Foundation in 2015 to provide education, employment and support services to homeless and at-risk LGBTQ+ youth. “People are going to talk about me: what can I get them to talk about that really makes a difference?” Cyrus asks. “People talking about me dressing up as a teddy bear and shaking my ass doesn’t do anything. Starting Happy Hippie, and that was about six years later, was the proudest moment of my career.
The pandemic has also brought her back into the world of television. In March 2020, she launched the “Bright Minded” Instagram Live series, in which she chatted with guests like Elton John and Senator Elizabeth Warren while showcasing pets, makeup tutorials and a spotlight on social causes. In May of this year, she announced a deal with NBCUniversal for three specials and other potential projects that Forbes estimated at $40 million. First out: NBC Peacock’s first-ever Pride special that promoted LGBTQ+ causes, with Cyrus singing a rendition of Cher’s “Believe” in a sequined outfit, flanked by drag queens. All of this helped Cyrus earn a place in the Forbes Under 30 Hall of Fame.
Although Cyrus still isn’t shy, these days fans are more likely to see her showing off her flawless skin in ads for telehealth company Hims & Hers as part of a deal that gives her a stake in the capital and a creative role in the Hers skincare line that twerking. This adds to a list of endorsement deals with brands like Gucci, as well as angel investments in companies like Fanmade, an agency co-founded by his marketing and digital manager (and colleague Forbes 30 under 30) Olivia Rudensky. Among other things, Cyrus wants to create a direct-to-fan site that stops tech trolls and billionaires from taking advantage of its subscribers. That means investing in MileyWorld, the fan site her mom started back in Disney days to create a safe space for Cyrus to engage with her audience. Content ideas range from adding everything from Miley-led meditation to exclusive performance videos. “I want to have my own land,” Cyrus said. “I want people to know that they are in a position of power with these platforms – the platforms are not in a position of power; we take back the power.
For Cyrus, the most important piece of land these days is his front yard which houses the Airstream trailer where his music is recorded. If the shag-covered basement is where she focuses on building the brand, the trailer is where she feeds her soul, creating and recording new music, including her 2020 rock album. plastic hearts. It’s a place she goes to every day and keeps to herself. When asked what musical genre she’s exploring right now, Cyrus would only answer, “I like the softer side of rock which is more vulnerable.” Whether that will translate into music more geared towards her country or her rock instincts is of course up to her. She will create at her own pace and on her own terms. “I’m happy to be whatever people want me to be,” Cyrus says. “As long as I’m all I need to be first.”
Additional reports by Lisette Voytko and Abigail Freeman.
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