Singer, dancer, actress and American Idol judge, Jennifer Lopez, showcased the music video for her new single on the family-friendly show. Unfortunately, the video wasn't exactly "family-friendly". Conservative groups are demanding an apology but others are calling it a brilliant marketing strategy.
It's important to note, the full, uncensored video was not shown on the show, however, the clip that was broadcast showed 44-year-old Lopez dancing and grinding with real-life boy-toy Casper Smart (on a side note, Mr. Smart is 25 years old. MY boyfriend is 25 years old. Also, I think it's interesting that last season on Idol, Lopez was on stage dancing while her then-husband, singer Marc Anthony performed on the show... Well played, J-Lo.). Anyway, in the clip, everyone's scantily clad, dancing suggestively, and Lopez is singing about how she "loves to make love".
J-Lo and Anthony: Subtly Sexy
J-Lo and Casper in her new video: Sexy Overkill
Here's a link to the full video: Jennifer Lopez: Dance Again
Again, the full video was NOT aired during Idol, just a clip.
My opinion: I love the song and Lopez looks phenomenal. She's 44 years old, fresh off of a divorce and wants to show the world that's she's still got it and then some. The song's called "Dance Again" which is an obvious reference to moving on and living life after tough times (ie: a divorce). I get it. I also get that what better place to premiere a new video and new single than on one of the highest-rated shows in the country?
HOWEVER: With such a young audience, the video was inappropriate and probably made for some uncomfortable moments between parents and kids watching. If the video was premiered on MTV, it wouldn't have been such a big deal. Viewers expect that kind of content on MTV. Viewers are not prepared for overly-sexual lyrics and writhing half-dressed dancers on American Idol. While I don't think anyone needs to go as far as to publicly apologize for airing the video (if they did, then they'd have to apologize for every feather they ever ruffle... slippery slope), and I also don't think Idol and J-Lo were necessarily hoping for a ratings-boosting controversy, I do think the folks at Idol should re-think how to best use their platform to cross-promote.
A SUGGESTION: Promote the song without the video. The lyrics alone aren't as jarring to a family audience when they're not accompanied by the skin-heavy music video. Have J-Lo perform the song live on the Idol stage and tone down the sexiness in terms of attire and dance moves. If people like the song, they'll still flock to YouTube to check out the video and buy the single. It's a win-win without offending the younger and conservative audiences. In hindsight, that's what I would have done.
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