Blogs and Stories
Cashing In on Coming Out
Stephen Lovekin / Getty Images; Dan Steinberg / AP Photo
Adam Lambert’s admissions of his homosexuality and drug use in this week’s Rolling Stone may come as a shock to few, but his confessional attitude is publicity gold.
Everyone who watched American Idol this past season knew that Adam Lambert was gay—fans didn’t need to see the tabloid pictures of the Idol runner-up tonguing his boyfriend and dressed in drag to know. These days, even Middle America’s gaydar is pretty finely honed when it comes to that sort of thing.
So the current cover story of Rolling Stone, featuring a seductively posed Lambert—complete with his signature guyliner and a strategically placed garden snake licking at his crotch—wherein he comes clean and comes out, definitely isn’t a big shock. “I don’t think it should be a surprise for anyone to hear I’m gay,” he said in the piece. He’s right—it wasn’t.
What the story did do, though, was re-brand the 27-year-old star in a way that Idol contestants have rarely branded themselves—as an “other,” hence insuring him the kind of celebrity rarely heaped up the second-place finisher of the competition. The story all but guaranteed that Lambert wouldn’t be the punchline that 2003 Idol runner-up Clay Aiken had become since playing hide-and-seek with the press about his sexuality for five years.
“I didn’t want the Clay Aiken thing and the celebrity-magazine bullshit. I need to be able to explain myself in context,” Lambert told Rolling Stone. And explain he did, in what was the best public-relations stunt that Lambert could have pulled to maintain his relevance over other Idol also-rans like Justin Guarini, Diana DeGarmo and Sanjaya Malakar.
“He said ‘Yeah so I am going to tell you everything and I want to say it all once, and this is the way it is going to be.’ And then he just completely re-branded himself.”
“He didn’t lie. He was transparent and honest,” explained brand futurist Martin Lindstrom, author of Buyology, and market-trend analyst. “The gay thing these days is a brand in itself and his appeal to the tween market that drives the sales for Idol products these days will be huge. The biggest trend for tweens isn’t to be in the crowd these days, it is to stand out in it. That is what Lambert has done by branding himself this way. And that is what is going to drive his record sales.”
And Lambert didn’t just raise the gay issue in his Rolling Stone interview. He dropped another bomb on America by openly discussing his former drug use, admitting he dropped mushrooms at Burning Man—the trip, he added, ultimately led to the revelation that he had to compete on American Idol.
“We’ve seen the gay issue with Idol contestants before here and in the British version, but we have never seen someone be so open about drugs. That is also going to give him points and gives him an edge that we haven’t seen with Idol,” said Lindstrom.
Lambert has proved himself adept at getting the tweens and the cougars on board. Writing on Newsweek’s PopVox blog, Joan Lambert gushed that she and her middle-aged friends “…love Adam, truly, madly, deeply, in a kind of weirdly Mrs. Robinson sexual way.” The fact that Lambert is homosexual helps to make him an even more “safe” sexual fantasy. Just as Clay Aiken inspired a creepy tribe of middle-age, Midwestern Claymates who waxed obsessively about the singer on blogs and message boards and viciously defended him against rumors of his homosexuality, Lambert appeals to an older female demographic hungry for young meat that doesn’t seem overtly intimidating.
John Talks Joe
Lloyd Grove is editor at large for The Daily Beast. He is also a frequent contributor to New York magazine and was a contributing editor for Condé Nast Portfolio. He wrote a gossip column for the New York Daily News from 2003 to 2006. Prior to that, he wrote the Reliable Source column for the Washington Post, where he spent 23 years covering politics, the media, and other subjects.
Obama, the Un-decider
Lee Siegel has written about culture and politics and is the author of three books: Falling Upwards: Essays in Defense of the Imagination; Not Remotely Controlled: Notes on Television; and, most recently, Against the Machine: Being Human in the Age of the Electronic Mob. In 2002, he received a National Magazine Award for reviews and criticism.
The Shelf Life of a Trophy Wife
Johanna Piazza wrote the Full Disclosure column for the New York Daily News. A Masters candidate in Religious Studies at NYU, she has contributed to the New York Times, Glamour, Blender, and is a regular contributor to CNN.
Inside America's Holiest University
Johanna Piazza wrote the Full Disclosure column for the New York Daily News. A Masters candidate in Religious Studies at NYU, she has contributed to the New York Times, Glamour, Blender, and is a regular contributor to CNN.
Turning Pounds Into Dollars
Johanna Piazza wrote the Full Disclosure column for the New York Daily News. A Masters candidate in Religious Studies at NYU, she has contributed to the New York Times, Glamour, Blender, and is a regular contributor to CNN.
great. we finally get a gay superstar, and he does pot, X, and shrooms. and brags about it. awesome.
shouldn't 27 year old men have grown out of the "club kid" phase?
deegeezee, we FINALLY get a gay superstar???? FINALLY? Have there been no gay superstars before? Elton John, Freddie Mercury, George Michael to name but three.
And, of course, Adam is the first one to have done any of those things, isn't he???
What planet have you arrived from exactly?
As for whether a 27 year old should have grown out of that, no. 27 is still young. Much rather a fun loving 27 year old than an old and boring beyond his years, married 24 year old.
WOW. I wish people would READ the FULL article and not the cherry picked media quotes. He said some damn intelligent, thought-provoking things in that interview yet only 3 things have been lifted from the piece, what a f-n surprise. He does not do pot and shrooms anymore - he never did do them occasionally either. He said NOTHING about abusing drugs. And LOL, that's not bragging, that's being candid, open, completely honest. To quote, "Adam never, ever, ever lies unless it's to protect someone."
I'm sure he re-branded himself for the larger public but everyone on his online communities knew everything about him, read all the goss, the dirty laundry, seen all the photos - & I mean the exclusive, rare ones not some young shots of him kissing his boy.
Adam Lambert is the "good drugs." LOL. Loved your piece, Johanna. Looking forward to Adam's CD. Will be the first cougar in line to snag a copy. GRRRRRrrrr.
Gross.
Lighten up... lol
"Despite his phenomenal singing voice"
Did I miss something? When did Kris Allen develop a phenomenal singing voice?
Other than huge inaccuracy, this is a great article.
Why is this newsworthy? We are living is a twisted world. God help us.
because there are practically no out, gay, male A-listers. and the few that are are Brits.
This is twisted? Why? In a world where people are killed in the millions in war, famine and in cruelty! Please... I ain't got the time.
Is this TDB's gay-a-day story or will there be something else about homosexuality or its agenda? Rolling Stone's publisher -- what's-his-name -- likes male sex, so why wouldn't he put a bath house boy on his cover. If we all didn't trust the media, we might them there's a campaign to make deviancy seem ordinary.
Banjo1. That which is ordinary can no longer be deviant. We won.
The deviant was ordinary in the final days of Rome.
I actually just read this to see what Banjo would say. I knew you'd be here! I was right! LOL
He's the only guy at the bath house hunkered over his lap top so as not to miss a single TDB gay-a-day news nugget.
Gross.
Americans are in love with the down trodden who seeks redemption.
Why must there be a male A-list gay? Will this make gay being right or cool (not that there is anything wrong with being gay). It is as though there is a point to prove that gays are every where. We know that, but as Adam said he isn't trying to be a civil rights activist but rather a singer. Perhaps this is why, if there is a gay male A-lister, he isn't coming out out of fear of having to be some leader. Not everyone wants to protest.
That is exactly the point... good to see someone with a little sense.
because everyone deserves to have someone in popular culture demonstrating that the highest level of success is attainable for them. out, gay, american men haven't had that.
and don't be naive; not coming out isn't a product of a fear of leadership. it's universally the result of fear of losing one's livelihood, career, and acclaim... often mixed with internalized shame.
and adam isn't being required to protest, just his presence and visibility are enough for now.
But but but...
You say that as though everyone is entitled to "positive role models." That completely discounts the idea that people are capable of being successful from the power of SELF-MOTIVATION. David Geffen didn't get to be the power-gay mogul that he is now because there was some other great gay mogul ahead of him, lighting the way, because there weren't any. He got there because he damn well worked his fingers to the bone. What was it that made Obama aspire to be president? There weren't any black presidents before him, providing positive role models; as far as that incentive, he got there on his own.
Nobody NEEDS Adam Lambert as incentive to be successful as a gay person. I'm thinking that Calvin Klein, Halston, Rock Hudson, closeted as the were, still were just as accomplished and wealthy without a role models to look up to.
entitled? no, but your point doesn't make sense. were your examples successful? yes. but they WEREN'T OUT. that's the point!
not everyone needs role models like lambert. but given the enormous number of young gay suicides and the prevalence of depression, denial, and self-hatred, some people DO.
barack didn't need a black president before him, but to say that he isn't inspirational and uplifting to millions of kids who might benefit tremendously from his example is absurd.
Adam Lambert is my hero and role model. Growing up is hard and we all do crazy things in our early twenties. So what he tried pot-I'm sure he doesn't now. I admire his honesty and look up to him for being proud of who he is.
He is a mega talent and I will be first in line to buy his records.
Noticed that paid conservative blogger Banjo1 got his paid 2 cents in on Lambert LOL
Lambert is a great musician and he has talent. He is capable of writting his own songs, singing them and handling his own life.....why would who he sleeps/has sex with concern me? anger me? or cause any reaction at all? Healthy people don't care. We don't want anyone telling us who we can sleep/have sex with!
As for the drugs? As he says in the article, that part of his life is over.
For those who do think it's any of their business, such as the people who pay Banjo1 for blogging the opinion they want out there, please don't reproduce.
You knew he would. :D
I couldn't care less. Television is being taken over by cheap reality shows and Americans seem to be unable to live their own lives. This "vicarious living through reality TV" indicates what a deficient society we're becoming.
True enough... lol
That's true for cheap talentless bimbos earning a living through reality TV. Adam has talent, charm and brains. Everyone has to start somewhere & he's been working towards this for years, literally.
I, for one, am glad that Adam was able to have a high profile forum to discuss his past and explain who he is. He states that he had realized the club scene was leading no where and decided to take a new direction in his life. The drug use issue seems to be no more no less than many of us engaged in when we were in our 20's. What is wonderful about how he handled this, and I agree, that this was Adam decision to use the cover of Rolling Stone to re-brand himself. But what makes Adam so special is that he is an enormous talent and will not be easily handled by E19. It is going to be a amazing journey and if people give him a chance he will take us along with him and allow us to experience something new and very exciting.
uh, even the most dense hetro could figure out Lambert was gay. That said...
I am rather glad Lambert "came out," this way he can be a role model (perhaps sans shrooms) for all those kids who are gay, but are afraid of "what will people say." (A few adults I know could use him as a role model also.)
If more people like Lambert would be openly gay, this would solve the whole gay marriage debate. Along those lines everyone should see "Outrage."
Adam is gay, big deal. He did shrooms/drugs for awhile, big deal. He oozes sexuality, big deal. He placed 2nd, big deal. BUT the guy is wildly talented, smart and grounded. That's what counts. All the rest is noise.
Read the full article. He had a drink before the interview so he was extra unfiltered. Love his guts.
Wow, people. Rolling my eyes right now at you. I know y'all look down upon pop culture as being not "real" newsworthy because you're too good for that, right? Let's have "real" news.
There is nothing "cool" about being gay. It's just who Lambert is. But take a look at Hollywood and name me one celebrity who was out at the BEGINNING of their career.
Whether you care about him or not, Lambert's presence in our popular culture has certain sociopolitical ramifications that can't be ignored, especially considering the on-going debate about gay rights. He may not want to be a poster child, but he is the most visible gay man in American right now. There's nothing wrong with that - Obama is the most visible black man. Should it matter that he's gay? Absolutely not. Does it? Unfortunately yes. So just because YOU don't think it matters doesn't mean it doesn't.
Maybe some of you should stop playing God and stop trying to dictate what people shouldn't do in the bedroom. Announcing your sexuality is stupid and silly, not to mention the fact that it's YOUR business not your neighbors. BTW, their is no such thing as "guyliner" straight dudes don't wear it, period. It was no secret Clay Aiken's gay and it's no secret this guy's gay, why do they need to hold a fuckin press conference about it?
Come out come out who ever you are...
XXXOOO
lol, was that for me? I'm straight as an arrow, but I don't care what kind of sex other people want, and I don't need them to tell me about it.
vboone
Adam Lambert, and a lot of other people--gay and straight--are hoping we can all get to a time when "coming out" about being gay will seem as inane as "coming out" about being heterosexual would be today. We're just not there yet.
And it's "guyliner" because it's being worn by a dude. (He IS still a guy, after all!)
You could call it "gayliner," I guess. But since that doesn't rhyme with eyeliner, it loses its comic punch. And since both genders can have gay members who wear eye make-up, it wouldn't describe what you meant it to if you were talking about a dude wearing eye liner.
Unless you lost your eyebrows in a fire if your a dude wearing eyeliner, I'd say you're gay.
v
Eyeliner isn't for eyebrows. It outlines the part of the eyelids around the lashes.
And you can lose your eyebrows in a fire--even if "you're gay." Still wouldn't have any bearing on using eyeliner.
Congratulations!--You just demonstrated that you're not familiar with the use of make-up. So I guess you're NOT A GAY DUDE (since they apparently all must use it and be familiar with its application). In case that's important to your emotional well-being, you can now breathe easy little man.
Great piece, & I was expecting it too be bad.
Of course a gay man should capitalize on his sexuality as much as possible. Gay women, and women pretending to be gay have been doing it for years, and, more importantly, have been allowed & even encouraged to do so.
It's not my kind of music, but I say go Adam, go.
I love Adam and everything, but he hasn�t done anything yet and is already a gay idol? this is sad, I guess gays boys in america don�t have anyone to look up to, and I was disapointed by the drugs so, not something that I would like someone to look up to.
But I think he looks hella sexy and that he atracts more woman then gays to tell you the thruth.
"Lambert appeals to an older female demographic hungry for young meat that doesn't seem overtly intimidating."
WTF? how about we just like the fact he is a terrific singer who knows how to work a song?
good grief.
Thank you.
As a first time user, your comment has been submitted for review. It can take anywhere from a few hours to a day or two for your comment to be reviewed, depending on the time of week and the volume of comments we receive.
Please log in to leave comments.