Rears, who made a few films as Jessica Sweet prior to her transformation at the beginning of the year, has appeared on over 30 radio stations with her theme song, “I Wanna Get Laid,” and will again appear on Howard Stern’s show later this month.
“She bore a passing resemblance to Britney Spears, so that’s what we ran with,” All Media Play president Jeff Mullen told XBiz. Mullen, who spent a decade in the music industry prior to working in public relations, directing, and finally starting his own company in porn, used his experience with acts like The Brothers Johnson, Brandy, and the Backstreet Boys to make a porn/pop crossover act that wouldn’t cross too far.
“We’re not sending her to do shows in malls, for example,” he said.
Instead, the Rears machine will promote her recent – and only – DVD, “Britney Rears’ Wild Back Stage Sex Party” by appearing on morning and afternoon drive time radio broadcasts as well as performing lip-sync strip shows across the country with several castmates from the movie.
Mullen confirmed that Rears did not sing, lip-sync, dance, or strip professionally prior to the makeover. “We are building her from the ground up,” he said. Rears has worked with a mime coach and a choreographer to prepare her for the “Britney Lip-Syncs Britney” tour.
Mullen is marketing Britney Rears like a mainstream product, but with some exceptions. All Media Play and distributor VCA threw a well-attended party at Hollywood’s Sunset Room in March, where Rears was introduced to the public via outlets like Playboy TV and KSEX Radio, and even distributed a press kit, which is rare in the adult business. The kit contained a “backstage pass,” the three-hour hardcore DVD, a minibar bottle of Sutter Home, and a lollipop.
“As mainstream as this gets,” Mullen stressed, “there is no doubt that [Britney Rears] is an adult act.”
In addition to viral marketing resulting in Rears’ name popping up on her namesake’s web log and listeners calling in to radio shows for her song, Mullen’s PR attack has landed Rears in Genesis Magazine’s list of the top 100 porn stars of all time. “She didn’t exist this time last year,” Mullen said.
Mullen employed some friends from his music industry days, members of The Brothers Johnson, to pen “I Wanna Get Laid,” so his career has come full circle. “We are branding Britney through song and nakedness,” Mullen said. “It’s a wonderful thing.”
