Borkowski Media Trends: Greta Thunberg, Sabrina Carpenter & MORE
Addison Rae taking TikTok fame mainstream and artists successfully embracing nostalgia to make headlines and sell tickets.
Persona Non Greta
Greta Thunberg’s detention and deportation from Israel for her presence on an aid ship destined for Gaza has unsurprisingly proved divisive, even amongst those who support her overall cause.
One way of looking at the dilemma is whether Greta’s presence on the ship has done anything to further either the immediate cause (of getting that specific shipment of aid to those who need it) or her overarching cause which to summarise her subsequent statements appear to be rallying support for the perishing residents of Gaza and exposing the wrongdoing of the Israeli army and government.
Some argue that she was deliberately and effectively leveraging her celebrity and ensuant visibility to try to draw attention to the situation. A Middle East Eye headline read “Greta Thunberg tried to shame Western leaders – and found they had no shame”, whilst Megan Kenyon in the New Statesman argues that “this attention is the result Thunberg’s actions were intended to attract”.
And sure enough her actions drew a (mocking, derisive) response from Donald Trump and when she landed in Paris after her deportation the world’s media were there to hear her call-to-action.
However, sometimes attention alone isn’t enough. Greta is so embedded in the culture wars that she’s unlikely to change any of her detractors’ minds. The Israeli government has branded the ship the "selfie yacht" and certain elements of the right-wing press have gleefully pounced on the incident as a performative, self-serving publicity stunt, and even some who have called out the humanitarian crisis in Gaza saw it as a harmful distraction from desperate efforts to get aid into the country.
The issue with activism in the culture wars is that, to mix cliches, it’s very hard to shift the dial away from your own echo chamber. As Greta is finding, anything too predictable, too insubstantial, can simply end up as ammunition for the enemy.
Short n’ Scripted
Sabrina Carpenter has kicked off her new album cycle with a bang. Following the release of last week’s lead single “Manchild”, she’s unveiled an innuendo-laced album cover - a risky move after the commercial success of her previous record, ‘Short n' Sweet’.
Overused cliches like “Sex sells” and “all publicity is good publicity” are usually too simplified for any meaningful analysis. If we frame these as tenets, fame scholars, media experts, and celebrity culture aficionados broadly recognise that they no longer hold the influence they once did. Instead, they contribute in smaller, more nuanced ways to a complex fame matrix - one shaped by an increasingly fragmented media landscape.
While streaming data will ultimately tell the overall story, there’s a bigger story around how Sabrina and her team manage her brand. Labels are heavily investing in press and marketing machines, making them more efficient than ever and pop stars like Carpenter are reaping the rewards. Controversy bombs like this are calculated risks - embedded in strategies designed to strengthen her celeb status.
While it’s too early to assess the full impact, it’s clear this calculated PR move is setting the tone for the next phase of Carpenter’s image. The risque playbook isn’t without risks, especially considering the conditions for celebrities are harsher than ever before. But taking control of your image early on creates a foundation for smoother, more straightforward strategies. It’s an important lesson in communications - p*ss off anyone you like as long as it’s part of a plan. A bad plan is often better than no plan, and with Carpenter staring down the backlash barrel, she’s in the driver’s seat, likely to own this entire chapter of her career.
Rae-Branding Addison Rae
Turning internet clout into celebrity is no easy task. However, Addison Rae has successfully transitioned from a viral TikTok dancer girl to the newest ‘It Girl’ of pop music, and shockingly, the internet has largely accepted it. We’ve seen plenty of creators try to transform viral fame into music careers, often met with a chorus of eye rolls and industry-cold shoulders, but this is one of the few times it’s been successfully pulled off. Where others have been met with side-eyes at the People’s Choice Awards (looking at you Billie Eilish), Addison’s PR glow-up has fans applauding.
Rae’s rise is by no means accidental. First came the *leaked* fan-favourite EP - “AR”, which was officially rolled out last year. Then came her association with the high priestess of alt-pop turned superstar Charli XCX, who featured Addison for a remix of Von Dutch - part of the 'brat' cinematic universe.
Rae has successfully leaned into Y2K sleaze, camp, and irony with just the right amount of self-awareness (that and authenticity tend to be gold dust in these 'glow ups'). There’s a theatricality to Addison’s brand - she’s not pretending to be a deep or complex pop princess, which is always a refreshing change of pace. There's a long way to go from here, and she'll likely want to avoid one-hit-wonder jail, as is the fate of many a wannabe TikTok popstar. It’s a useful reminder that a well-timed PR strategy can be the difference between making it and missing the mark.
Mr Worldwide appeal
You might have seen the aftermath of Pitbull (AKA Mr Worldwide) and his sell-out London shows on your social media feeds. Fans arrived in their thousands dressed in bald caps, sunglasses, drawn-on facial hair and suits, coming as Pitbull-look-a-likes.
Pitbull - the ultimate showman - played to his strengths. Never taking himself too seriously, the appeal was rooted in nostalgia. It's a cultural currency that's trending right now, from Taylor Swift’s record-breaking Eras tour to Usher’s more recent set of concerts, and arguably the long-hoped-for Oasis reunion tour (although while fans will be basking in nostalgia, the appeal is more obvious).
Pitbull’s shows succeed because they stay true to his brand: fun, high-energy, and a full embrace of the ridiculous and the tacky. His audience isn’t seeking perfection or carefully curated musical artistry; they want authenticity and a great time. Pitbull’s warm, genuine response to the fan movement only strengthened his connection with them - a smart move that reinforced his brand. The nostalgia tap isn’t turning off anytime soon - we recently saw Robbie Williams play to this with a hugely successful set of gigs, even reuniting Five after a 20-year hiatus. When artists get this right, you can be sure the payoff is massive.