Obviously The O2 and its owners AEG think so and I hope they are right. But what damage will be done to their reputation if Michael Jackson is a disappointment?
I, like millions of others, watched the lengthy ad on ITN at the weekend designed to stir up those of us who witnessed Michael Jackson’s finest performances and have remained fans ever since.
It had the desired effect. I was propelled to think about how I could get tickets to see the great man in July.
And then sense prevailed and, I’m afraid, a certain cynicism set in.
Yes, he was fantastic. But is he still? Everything would suggest that he isn’t, but oh how I would love to be proved wrong. But, imagine the disappointment if I go along to watch and he’s just not up to it. (I had a similar secret dread about Tina Turner last week but happily she was everything she always has been and the show was simply the best).
Then my sponsorship and marketing brain got working. Hadn’t Pepsi had an unfortunate relationship with Jackson some years back when it became an embarrassment to be associated with the performer? Is AEG taking a similar risk?
How much must AEG have paid to get him to commit to ten performances? Or, maybe, he’s so short of money and desperate to rekindle his fans’ spending power that AEG’s outlay wasn’t as great as I first supposed.
Will he last for 10 performances? What insurance does AEG have if he doesn’t? Will punters get their money back if he can’t last the pace? Would a fallout damage AEG’s reputation? The questions are endless and the risks are high.
And, last but not least, my practical side took over and I was left thinking what a nightmare it must be for whoever is responsible for putting together the crisis communications plan. Good luck to them I say.
By Karen Earl on March 10th, 2009
Tags: ITV, Music, Public relations, Sponsorship, Television
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