Friday 25 April 2008

E=MC awesome

The colored lights that illuminate the Empire State Building change for major holidays, for culturally significant moments and just to usher in a new season. Now, in one of the crudest marketing ploys in tall building history, the Empire State Building will be lit pink, lavender and white in honor of (wait for it)... Mariah Carey!

That's right, a press release announces that "in honor of a Great New Yorker and her #1 album E=MC2" who "recently earned her 18th #1 single on the Billboard Hot 100 with Touch My Body, surpassing Elvis Presley's long-standing chart record of 17 #1's" the building will look like a tarted up pop singer.

The lighting ceremony takes place this afternoon, April 25. It's unclear whether Mimi's publicists are so savvy that they somehow duped the Empire folks (like they did about her loony times, only to reinvent her for a new decade) or just paid a big chunk of change. But in fact, the Empire State Building does have a history of selling out: just as they did during so-called "Simpsonmania", lighting it in bright yellow.

We can only wonder what Madonna's thinking right now since her own album, Hard Candy, releases soon, which shows here in a swirl of pink and dressed in fetish gear. Could she possibly dream up something more hideous than Mariah's takeover of the Empire State Building? Maybe she could go all Christo and drape the Chrysler building in leather and bondage gear (it definitely has a harder edge). Or dye the East River pink? Or she and Justin Timberlake could go on a live, nationally broadcast television show, and he could expose her nips to little boys and girls? Oh, wait, we've already seen plenty of the Material Mom's flesh. Oh well, leave it to the melisma maestro to go light up the tallest, most iconic phallus in the city. That's some nice damn promotion!

(New York Press)



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