Beyonce’s album Lemonade hinted he might have had an affair and trolls bombarded Rita’s social media accounts, alleging she is the mystery woman in the songs.
Now one marketing expert thinks it could damage her earnings potential.
Stephen Cheliotis, chief executive of the Centre for Brand Analysis, tells us: “A backlash against Rita is not something a commercial brand wants to get involved in. It’s messy. There is always a danger it will put some brands off.”
Yesterday Rita, 25, removed her Instagram picture of the 1973 film Ash Wednesday starring Elizabeth Taylor, which tells of a middle-aged woman trying to save her crumbling marriage.
Fans believed it was a reference to Bey, who sings about “Becky” on new record Sorry, in an apparent reference to Jay’s infidelities.
Rita then appeared to take on Bey by wearing the same outfit the 34-year-old wore in the Formation video.
But she hit back on Twitter saying: “Let me be clear these rumours are false. I have nothing but the upmost respect for Beyonce.”
Cheliotis warns it would be “dangerous” for Rita to take on Bey, who played Miami last night, in her first gig since the storm broke.
He adds: “It’s a dangerous game to be squaring up to a much bigger brand, with a bigger fanbase.”
Beyonce is one of the industry’s biggest players, worth £700million together with hubby Jay.
In 2012, she signed a deal with Pepsi worth £30million, has her own TopShop range, scents with Tommy Hilfiger and deals with Nintendo, American Express and L’Oreal. She also co-owns streaming service Tidal.
A spokesman for Rita said last night: “Rita has incredibly successful international partnerships with brands ranging from Tezenis, Adidas and Rimmel London, and her designs sell out each season.
“The partnerships are all ongoing.”
Source:Mirror
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