Montana Mania

Disney executives were confident that Hannah Montana would be a hit and Miley Cyrus would become a star. The writers had developed a show that they believed preteens would find funny. They also believed parents would approve of the show's content. The musical composers had developed catchy songs. Additionally the show's cast was likable, and there was good chemistry on the set. Miley turned out to be a professional who was confident in both acting and singing. Lastly Disney ensured that people heard about the show, through commercials and interviews, before it even aired. Even so, the immediate sky-high popularity of Hannah Montana surprised them.

On Friday, March 24, 2006, at 9:30 P.M., the Disney Channel aired the first episode of Hannah Montana. The lead-in to the Hannah Montana debut was the premiere of an original movie, Cow Belles. Cow Belles drew 5.8 million viewers, which helped bring viewers to Hannah Montana. Additionally Corbin Bleu of High School Musical, the most-watched film in the history of the Disney Channel, guest starred on the first episode of Hannah Montana and brought in High School Musical fans. As a result the Hannah Montana series debut delivered 5.4 million total viewers.

Disney had never had a premiere that yielded 5.4 million viewers. Additionally the show beat out both broadcast and cable competition in its time period for kids aged nine to eleven. “This is an unbelievable response—beyond our wildest expectations,” said Gary Marsh, president of entertainment at Disney Channel Worldwide. “Hannah Montana has broken out like no other Disney Channel series ever.”³⁵

Who Is Watching?

The show immediately became popular with preteens. In its first year Hannah Montana averaged 3.5 million viewers during its Friday night showings. This made it the number one cable show among kids aged six to fourteen. During the same season, the show climbed to a number two rating against shows on at that time, not just cable channels, for that age group, second only to

American Idol. By the second season the show was also appearing in 118 countries.

One of the reasons that kids like the show is that they can relate to character Miley's relationships to her friends and family. “I like how the writers just don't deal with superficial parent-and-teen issues,” said Cheryl Hori, a high school junior who watches Hannah Montana every time she is home for an episode. “Miley and her dad butt heads. They have arguments. It feels more authentic.”³⁶

Another appealing aspect of the show is that normal kids can relate to Miley and her friends. Emily Osment, who plays Lilly on Hannah Montana, believes kids like the show because Miley and her friends are not part of the popular crowd. Emily explains:

I think kids can connect with it a lot. Usually, on the Disney shows, the characters are usually really popular in school. In this show, it's sort of the opposite, because they're not so popular. Miley and Oliver, you know, they're not the most popular kids in school, and I think it gives kids something to relate to. It also gives the factor of Hannah Montana, which is every girl, or boy who wants to be a pop star. I wanted to be a pop star my entire life. Who doesn't want to be a pop star? It gives them those alter egos, and I think that's something that they can connect to and always want to be like.³⁷

Many agree that the alter ego of Miley Stewart is a big draw to viewers. By watching Hannah Montana, viewers can live out their own fantasies of what it would be like to be a rock star. “Ah! If we could all live the life of Hannah Montana, pop star by night (and a little of the day) and normal, regular girl-kid the rest of the time,” writes Marilyn Moss, TV and movie reviewer. “We'd have the best of both worlds: one that holds great celebrity and fame and a second that gives us that regular kind of life with family and friends.”³⁸

Mixed Reviews

After the first shows of Hannah Montana ran, critics gave their opinions of the show. Some critics consider it well written and acted. Moss writes:

In this best-of-both-worlds kind of universe that the folks at Disney make so appealing, everything works out, and in 22 minutes, give or take, every week. Series creators Michael Poryes, Rich Correll and Barry O'Brien make sure of that. The entire production also is star-kissed with color, good humor and fantastical fantasies that every tween girl can hook in to.³⁹

However, not all critics agree with this opinion. “Hannah Montana may be a brilliantly marketed show, but it isn't a very good sitcom,”⁴⁰ writes Jaime Weinman, a TV show reviewer. He felt that the performers overacted and the subplots were unfunny. Viewers, however, did not seem to notice or care about any negative reviews. During its first season, Hannah Montana exploded into a hit show, and its stars became famous.

Luxury Vehicle

A s one of the richest teenagers in the world, Miley can afford to buy a luxury car. There is one problem. She is not old enough to drive. However, Miley has found another luxury to indulge in—bikes. She is a bike collector. Electra bikes are her favorite. “I like their old-school design, and they're fun to ride,” she says. She tries to go on a four-mile ride every day when she is at home. Miley plans to keep collecting bikes. However, another vehicle may be in her future. When she is old enough to drive, she already knows what kind of car she wants. “I want a vintage Corvette,” she told Jay Leno.

Quoted in People, “Hollywood's Richest Kids,” May 5, 2008, p. 97.

Miley the Singer

Miley's fame continued to build as Disney launched her singing career.

In June 2006 Miley Cyrusmade her debut performing as Hannah Montana at a concert at Disney World. On October 24, 2006, Walt

Disney Records released Miley Cyrus's first album, Hannah Montana: Songs from and Inspired by the Hit Series.

On the soundtrack Miley sings songs that she performs as Hannah Montana on the show. Additionally the soundtrack includes four songs by other artists. The last track on the album, “I Learned from You,” is sung by Miley and her father as themselves. The album was a major successs. It debuted at number one on the U.S. Billboard 200 and remained at the top for two weeks. The album was the first TV soundtrack to debut on the chart at number one.

Eight singles from the album, including the theme song “The Best of Both Worlds,” charted on the Billboard Hot 100. The soundtrack was the eighth best-selling album of 2006 in the United States. It sold nearly 2 million copies its first year. By 2008 the soundtrack had sold 3.2 million copies in the United States and over 4 million copies worldwide.

In addition to Miley being Hannah Montana on the soundtrack, Disney saw her potential as her own singer. They offered, and Miley accepted, a four-album record deal with Hollywood Records, part of the Disney Group, for her own albums. “I've always loved singing, and I've always loved acting and dancing,” says Miley. “Getting this opportunity with Disney, I get to do it all. They let you do everything you love.”⁴¹

Pop Star on Tour

As more and more people listened to the soundtrack, Miley became a pop star. Her talent was a part of this success, but Disney's formula to make its sitcom stars into pop stars was also a major factor. “What made Hannah/Miley a phenom was Disney's learning to use its vast, multimedia holdings,” explains James Poniewozik, Time magazine writer. “Its stars—young, eager and grateful for the exposure—debut on the Disney Channel. They record CDs for Disney Music. Their music is played on Radio Disney network.”⁴²

No matter what the reason, preteens and teenagers were listening to Miley Cyrus, and they wanted to see her in person. This led to Miley's first concert tour. At just thirteen years old, she went on tour as Hannah Montana. Miley opened for the Cheetah Girls, a girl group created by Disney, in the fall of 2006 for the first twenty dates of their tour. Additionally she opened for them at their tour's finale in Reliant Stadium in Houston, Texas. The concert was the most successful concert in the stadium since Elvis Presley last played there. Within three minutes, the concert had already sold eighty thousand tickets. When Miley toured with the Cheetah Girls, girls packed into the arenas and yelled, “Hannah! Hannah!”

Following the tour Miley continued to make live appearances on her own. She sang, as Hannah Montana, in the 2006 Macy's Day Parade in November. She went on to sing at the Walt Disney World Christmas Day Parade on Christmas and on New Year's Eve for the Disney Channel special.

On March 28, 2007, Miley, as Hannah Montana, performed live at the Koko Club in London, England. The concert aired live on the United Kingdom's version of the Disney Channel. The taped version of Hannah Montana: Live in London then broadcast in the United States and other countries following the live UK broadcast.

Wearing Your Own Face

As Miley's fame exploded, Disney executives decided to create Hannah Montana merchandise. In December 2006 Disney Consumer Products announced a line of products inspired by the show. The products included Hannah Montana apparel, handbags, and accessories available at Macy's department stores nationwide. When these items sold millions, Disney created new products. These included Hannah Montana stationery, posters, bookmarks, greeting cards, gift wrap, and party goods. This merchandise was sold at nationwide stores such as WalMart and Party City.

The Hannah Montana clothing was popular among young girls. The clothes were for girls who wore sizes 7 to 16. Miley decided to check out some of the Hannah Montana clothes during a visit to Tennessee. “When I was in Nashville, I went to our Macy's and went and tried on all the Hannah Montana stuff,” she says. “Then I said ‘This is weird, I'm wearing my face.’”⁴³

Hannah Montana toys then became popular. In August 2007 Play Along Toys sold Hannah Montana fashion dolls and singing dolls, as well as a Miley Stewart doll. More Hannah dolls were released in November, along with Oliver and Lilly dolls. These dolls became one of the most popular Christmas toys in 2007, beating Barbie and Bratz dolls as the desired toy for young girls.

For Miley it seemed a little unreal that all these products were about her and her character. “It's weird. I was playing the video game and they made my hair like eight sizes too big,” she jokes. “I'm like, ‘Is that really what you guys think of me? You really think of me with this enormous hair?’ It's really crazy to see all the things they have out. It's really weird to see in stores but it's really fun, too.”⁴⁴

Disney executives see the products as ways that girls can continue to enjoy the Hannah Montana show in their own lives. “Disney has found the perfect marketing strategy for Hannah Montana: make girls fall in love with the heroine's two identities, and sell them twice the amount of merchandise by creating toys and hair-pieces for both,”⁴⁵ writes Jamie Weinman. People magazine reported that sales of Hannah Montana merchandise for the 2007–2008 fiscal year would generate $1 billion. Miley Cyrus receives an unpublished percentage of these sales.

Miley's Daily Life

Playing Hannah Montana made Miley rich and famous. Her life changed completely. She went from being a typical middle school student and cheerleader in 2005 to a celebrity superstar in 2006. Her daily life became significantly different than it once was.

Taxis for Miley

I n 2007 Miley got to fly to London to film Hannah Montana: Live in London. During her stay she spent much of the time working on the show. However, she was able to get some time to tour the city. Of all the sights, such as the Tower of London, Big Ben, and Buckingham Palace, Miley found the more common sights the most interesting. “I love London. I love all the cool buildings,” she says. “The biggest thing—I feel like such a geek—is all the taxis and the way people drive on the opposite [side of the] road are awesome. So, even the little things [Londoners] don't think about I think are totally awesome.”

Quoted in BBC, “Hotseat: Hannah Montana,” March 28, 2007. http://news.bbc.co.uk/cbbcnews/hi/newsid_6480000/newsid_6484900/6484997.stm.

A typical day for Miley depends on what time of the year it is. In the beginning of the year, she typically films the Hannah Montana series. During this time she lives a somewhat normal teenage life. She and her father drive to the same place each day. The difference is that instead of going to school like most teenagers, Miley goes to work. However, Miley compares working on the set with the other actors to going to school with her friends.

When not filming the show, Miley's schedule is more irregular. Depending on the day, she may be recording music, on tour, or doing appearances and interviews. She sometimes is at home, but more often she is on the road. During her tour with the Cheetah Girls, she traveled to a new city every few days. When the tour finished, she flew all over the United States making appearances on various shows.

Immediate Fame

It took Miley time to get used to being an instant celebrity. Miley had grown up around reporters, photographers, and fans. However, the paparazzi and fans were trying to see her father, not her. As she grew up, when news reporters did take Miley's picture, it was only because she was Billy Ray Cyrus's daughter.

After the Hannah Montana premiere, Miley became the most famous one of the Cyrus family. People wanted to take her picture, interview her, and get her autograph. The fame both excited Miley and made her nervous. She thought it was fun to be noticed and talked to, but also a bit overwhelming. “Once I went out and people started asking me for my autograph, which was the day after Hannah Montana first aired, on March 24, 2006,” she says of the fame. “It was insane.”⁴⁶

She quickly discovered that this recognition would become a typical part of her day. Whether she went shopping or out to a movie, people came up to her to talk or get a picture. She jokes about how everyone knows about everything she does. “I went to Universal (Studios Hollywood theme park) with my brother and a friend,” says Miley. “The recognition was immediate. It was

craziness—all the kids on every ride. I felt like I was going to hurl after one ride and all the kids were like, ‘Hannah Montana is about to puke!’”⁴⁷

To Miley the hard part of being recognized is not always being able to enjoy her favorite activities. Miley has always loved shopping. Although she now has more money to spend when shopping, it is not as easy to do so. Miley and her mom used to go to stores and the mall for shopping. As Miley became famous, she found this was difficult. “The last time me and my mom went, it turned out to be not such a good idea,” says Miley. “People rushed into the store we were in and they had to shut the doors until everyone would go away. It was crazy.”⁴⁸

Miley admits that other activities are also harder. When she and her family go out to dinner they are often approached by fans throughout the meal. When she goes biking, one of her favorite activities, she sometimes is chased by the paparazzi.

Overall, though, Miley feels blessed to be in her position. She says the hard part of fame is worth getting to do what she loves. “There's nothing like being on a set where you are there to make other people happy and to make them laugh,” she says. “That's the best job in the world.”⁴⁹