Chris Brown
Nov. 18 was a typical Hollywood night-the breeze calmly whispered around the congested traffic on the streets.
But on this particular evening, one element of the atmosphere couldn't be forecast. The night marked the return of R&B wunderkind Chris Brown to a California stage for the first time since his February domestic violence dispute with ex-girlfriend Rihanna. The performance was in support of his latest album, 'Grafitti."
Listen to Chris Brown's "Graffiti" for free
It's a turning point for Brown, the indisputably talented singer and dancer who built a legion of young female fans with his quick smile and catchy music. How Brown and his team at Jive Records-who declined to comment for this story-handle the buildup to the release of his new album on Dec. 8, could determine whether he regains the chart clout he held before the incident, or if the grave situation derails a promising career.
Those with experience in crisis public relations-the branch of marketing that by definition requires reactive instead of proactive messaging on a quick deadline-say Brown and Jive have made smart moves since the 20-year-old plead guilty to assault in June, and that careful strategic groundwork could mean a comeback for the singer.
Levick Strategic Communications senior VP Gene Grabowski-who's worked with other celebrities in crisis, including baseball's Roger Clemens-says Brown and his team have taken the necessary steps for a reinvention of Brown's image. "Chris has done three things well, which anyone in his case should do," Grabowski says. "One, he apologized. Two, he's taking the necessary steps to see that it doesn't happen again through counseling and therapy. Usually when you seek the help of others, people empathize with you. Three, he's helping others by giving back to charities."
So far, sales are promising. The new album's first single, "I Can Transform Ya" featuring producer Swizz Beatz and Lil Wayne, reached No. 12 on Billboard's Hot R&B/Hip-Hop Songs chart and No. 23 on the Billboard Hot 100, with 240,000 downloads to date, according to Nielsen SoundScan. The second single, "Crawl," isn't yet available digitally.
STAGE SUPPORT
Brown's performance at the Avalon was the third stop as part his Fan Appreciation tour, an intimate performance for those who supported him during a "tough year," as Brown himself puts it. After the guilty plea, Brown was sentenced to five years' probation and more than 1,400 hours of community service. A portion of the proceeds from the concert will go to the Jenesee Center, which aids domestic violence victims, and Best Buddies International, which helps children and adults with developmental disabilities.
Brown's initial return to the stage in October wasn't without controversy. When he headlined New York radio station WWPR's Powerhouse concert, the station wound up giving away two-for-one tickets to the event. (The venue and/or promoters have yet to report the event's attendance to Billboard Boxscore, and WWPR declined to comment.)
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