DOs & DON’Ts: Re-launching Your Career with a Music Video

The Internet is awash with op-eds on Canadian singer Avril Lavigne's music video for "Hello Kitty," and much like Paris Hilton before her, the femme-punk star is teaching the masses an important lesson in brand identity. As we said last week, this video isn't racist—it just sucks.

DO… Get creative.

Nobody wants to eat the same meal for dinner every day. Expanding your usual creative portfolio is a great way to attract more fans.

DON'T… Jump on a trend years later.

I'm not sure whether it was Charli XCX or Gwen Stefani that Avril got caught up in a Freaky Friday body swap with, but the punk chick in Japan with a bunch of groupies shtick has been tried, tested, and thrown away.

DO… Go somewhere exotic.

Exotic locations are the perfect way to say, "Hey, look how much I know about other cultures." Or "Hey, look how much money we had to blow to shoot on location."

DON'T… forget that you're from Napanee, Ontario.

What is Avril doing in Japan? Aside from thrusting with phallic stacks of cupcakes, I'm drawing a blank. Maybe it would make more sense if she did more than shout "arigato" and "kawaii" while a string of Japanese servant backup dancers follow her around.

DO… Bust a move.
Now's your time to show everyone what you can really do… don't be afraid to let loose.

DON'T… Whatever this is.

DO… Incorporate new sounds.

When Andrew Bird started whistling on his tracks I literally shit my pants. When Kill Paris busted out a keytar at his latest performance, I liquidated my assets and invested it all in adult diapers. Adding new sounds is a great way to blow away an audience that has come to know and love your music.

DON'T… Attempt a banger.

The production in "Hello Kitty" sucks more than her trailer park boys hometown.

DO… Align yourself with a popular ironic brand.

Dillon Francis' love of Taco Bell has done wonders for both of their brands and it shows just how beneficial partnering with a brand—officially or un-officially—can be.

DON'T… Pick one as surface-level as you are.

I take it back; a candy store is a perfect brand for Avril. She's over-priced, over-hyped, and leaves me with pangs of regret long after the joy of seeing the white girl flail wear off.