"You get the best of both worlds,“ Miley Cyrus sings in the theme song of her hugely popular Disney Channel show, "Hannah Montana.“ It’s a reference to her character’s secret double life as both a rock star AND a normal schoolgirl.
Offscreen, though, this 15-year-old phenomenon is starting to learn how hard it really is to have the best of both worlds: as a G-rated Disney superstar AND a real-life, growing teenager with an eye on a long career. Cyrus, whose fresh, easy charm and down-home southern appeal have catapulted her to an astonishing level of celebrity, especially in the past year, found herself having to apologize Sunday for some entirely un-Miley photos in Vanity Fair magazine. At a moment when she otherwise would have been relishing an amazing week – a deal for her memoirs (reportedly seven figures), the cover of People magazine and a feature in Vanity Fair – she issued a statement saying how embarassed she was. This came almost certainly at the behest of worried executives at The Walt Disney Co., for whom she will reap a reported $1 billion (640 million) this year.
For the record, only Cyrus’ back and shoulders are bare in the most controversial shot by Annie Leibovitz, the renowned celebrity photographer. Many an Oscar-night gown would show as much skin. Cyrus herself told the magazine in an accompanying article that she found the photo, in which she gathers a sheet around her, "really artsy. It wasn’t in a skanky way. And you can’t say no to Annie.“
But Cyrus IS 15, with a fan base that begins in preschool. And it’s what the photo suggests rather than shows – the idea that she might be nude, perhaps even in bed – that bothered some parents who poured their feelings onto blogs over the weekend. She wan’t nude during the shoot, nor in bed, but she does have a subtle come-hither expression.
Leibovitz said Monday that she and Cyrus had discussed the photos beforehand, and Vanity Fair said "Miley’s parents and/or minders were on the set all day ... everyone thought it was a beautiful and natural portrait.“ As for Disney, it accused editors of creating a situation "to deliberately manipulate a 15-year-old“. Disney declined to make anyone connected with "Hannah Montana“ available to speak for this article. Unfortunately for Cyrus, the photos, taken in February, might not have made nearly such a splash but for a bit of awkward timing: They emerged just days after some attention-getting amateur shots of Cyrus hit the Web. In one, she tugs down a tank top to reveal a bright green bra. In another, she lies languidly on her back across a male friend, shirt raised to bare her midriff. So the timing was terrible. But some celebrity watchers saw the developments as an attempt by Cyrus and her handlers – while not necessarily calculated – to look ahead a few years, beyond the tween audience.
"She has to find a way to gain a new following,“ said Peter Castro, deputy managing editor of People magazine. He likened her situation to that of a butterfly still trapped in the cocoon. "She began as a caterpillar, and made a lot of money that way, but now she doesn’t know which way to go. She’s thinking, soon I’ve got to be a butterfly.“
Biological analogies aside, Cyrus’ predicament evoked plenty of references to the cautionary tale of Britney Spears, who started on the Disney Channel about the same age as Cyrus and had her first huge hit, "Baby One More Time,“ at age 17.
"Britney was in a Miley place,“ said Castro. Then she decided to break out, making her persona in "Baby One More Time“ a sexy schoolgirl, and doing a provocative photo shoot for Rolling Stone. "She alienated parents, but gained a whole following of older kids,“ says Castro.
But, he added, "I don’t know that Miley could get away with that. I think her dad and management team are closely following Britney’s career, saying, ’Don’t let this ever happen to you.“’
Unlike the 26-year-old Britney of today, for whom the phrase "train wreck“ has become an unwelcome cliche, the self-possessed and upbeat Cyrus has worn the title of "role model“ easily. She has been utterly scandal-free until now, unless you count her failure to wear a seat belt during a car ride in her concert movie (her dad apologized for that, too).
"Miley’s at the very top of our celebrity list,“ said Joanna Saltz, executive editor of Seventeen magazine, whose average reader is between 16 and 17. While Spears never appears in Seventeen, readers love Cyrus, Saltz said, because she seems genuine, unproduced, comfortable in her own skin.
"And she’s just exploded,“ said Saltz. "A year ago she was the queen of tweens, and now she’s a favorite of our readers. She’s crossed all age groups.“
Just how big is this young lady, whose 70-date concert tour in 2007 sold out within minutes, who had desperate parents filing lawsuits and entering wacky endurance contests (like hanging onto a pole for six days) to get tickets, who herself took home $1 million (Euro 640,000) a week and something close to $20 million (Euro 13 million) from the tour?
"Honestly, it’s astounding,“ said Rolling Stone editor Andy Greene. "She was selling 20,000-seat houses. She could have sold 80,000 a night. I spoke to one dad who said the atmosphere in there was like nothing since the early Beatles concerts. It’s hard to think of anything quite like this.“
"Hannah Montana“ is the No. 1 cable series for kids aged 6-14, and if you include the networks, second only to "American Idol.“ And even Cyrus’ consolation prize to fans who couldn’t get concert tickets, the "Best of Both Worlds Concert“ 3D movie, grossed more than $60 million (Euro 38.4 million), a rare hit for a concert film.
Her two soundtrack albums have sold 3.5 million and 3 million copies respectively in this country, according to Nielsen SoundScan. And according to People, „Hannah Montana“ merchandise – from bedding to handbags to toys to shoes – is expected to rake in $1 billion (Euro 640 million) this fiscal year.
Ultimately, whether Cyrus’ career will be hurt by these photos will come down to her fans' parents – after all, many tweens won’t even see them.
Certainly Seventeen magazine will be staying on her side.
"What happened this weekend is part of what makes her such a great role model,“ says Saltz, the editor. "When she thinks she’s made a mistake, she immediately owns up to it. She doesn’t run from it or deny it. That’s very rare to see in young celebrities today.“