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I'm not sure why any of this is considered new. It has been the story of fame for years, if not decades. If you do outrageous stuff you get talked about and get tons of free press. The more outrageous you are the more press you get and the more interest people will have in you.
While her music isn't something I am overly into I admit she can sing, she is talented and she has a vision for what she wants. She has created a character and is playing it out to the fullest. She is basically doing what Bowie did in the 70's and Madonna did in the 80's only now with the internet she is able to get 10 times the press they were and word travels faster.
Is it a social media masterpiece? Maybe. It could just be dumb luck too. The public is fickle. In her case they embraced her, but there was just as good of chance they would have ignored her.
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