I just read a note by my favorite British comedian Russell Brand. He wrote about Jade Goody (UK Big Brother reality star) who recently passed away from cancer. Russell made a really interesting point: "Fame has long been bequeathed by virtue of wealth and birth and this is the first generation where it has been democratically distributed by the most lowbrow of phenomenon - reality television" - this made me think about brands and how we continue to define celebrity from the dictionaries of the older generations.
If you are a gaming brand, you should be aware of Yahtzee - a video game reviewer who reaches 1 million + views on his youtube videogame reviews. Almost EVERY time!
Carls Jr. used Paris Hilton to connect with young males off line, but I wonder if they ever considered using Tia Tequila online? She had over 4 million friends on myspace and over 16 million page views BEFORE VH1 gave her a reality show, or "Molls" whose hilarious blog receives over 50,000 page views a week?
WWTDD.COM (What would Tyler Durden Do) is a celebrity blog written from the perspective of my favorite Fight Club Alpha Male. Massively trafficked site that is constantly mentioned on TMZ and KROQ's nationally syndicated radio program.
It's not just reality TV that has democratized celebrity, its the digital world too.
These "democratic celebrities" seem to be missed by most and I think it's a big mistake. The attached video is Weezers Pork and Beans where Weezer incorporates Youtubes best into their music video. With nearly 18 million page views I wonder if they aren't helping rewrite dictionaries.