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On Monday morning, news of David Bowie’s death sent the world reeling. Bowie had made headlines just a few days earlier with the release of his twenty-sixth studio album, Blackstar, and two accompanying music videos.
The “Blackstar” and “Lazarus” videos were already generating a lot of buzz, and Bowie’s devoted fan base was eager for news of a tour. Even some of his closest friends hadn’t known that a year and a half before the album’s release, he was diagnosed with the disease that would claim his life.
Bowie intentionally concealed his fight against cancer, focusing instead on recording the new release. This stands in stark contrast to the now-popular publicity strategy with pop stars highlighting the most private corners of their personal lives to gratify curious fans. Many even bypass PR agencies and publicists, expressing themselves directly on Twitter and similar social media platforms — a tactic that garners attention. As a global superstar, David Bowie’s privacy in the final months of his life is not only distinctive but a remarkable feat of intentional concealment.
Throughout his career, Bowie worked hard to promote himself as a figure both larger than life and otherworldly. His artwork and public persona presented him as futuristic, strange and inaccessible. Though he courted media attention, his brand shied away from the obviously relatable and human elements of his life — details that now flood many younger artists’ media output. His interview and performance style, along with his choice in creative projects, served his mysterious image, fascinating millions over the course of decades. The decision to place his artwork before his personal struggles is very much in line with his brand, leaving many awed at the reserve he demonstrated until the very end.
While Bowie’s privacy surrounding his battle with cancer reflects his aloof image, his decision to continue working on Blackstar speaks to his artistic integrity. A prolific musician, Bowie also starred in a number of films and collaborated with several famous artists as he developed his own work. Courageous in his creative explorations, he was a superhero with fans of underground and top-40 musicians alike. His work on music and films was consistently top quality and almost universally praised by critics, demonstrating his refusal to let fame erode his artistry. He was surely aware that responding to media inquiries about his illness would compromise his focus on Blackstar.
The dramatic and emotional circumstances around David Bowie’s death places the Blackstar media campaign in a category all its own, not unlike the man himself.
David Bowie will be sorely missed.
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Ronn Torossian is the CEO of 5W Public Relations. 5WPR is headquartered in NYC with offices in Denver and Los Angeles.
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