​A social media disaster had to be mitigated when it came to light that a graphic designer had stolen her images and used them on the merch. She and her fans attacked Borgore for stealing from her. It came to light that unbeknownst to Borgore, a designer at The Audience had copied the images. The model apologized publicly to Borgore for the accusation.
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Sadly, Borgore's tour manager convinced him that his career would be damaged if we continued to promote Decisions.
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I was able to convince him to allow me to promote the fan voting based contest "The Freshman" with MTVU in ordeer to place the video in rotation on MTV at college campuses throughout the nation. We won the contest "handily".
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Afterwards, we were forbidden to ever mention the video or song again. Decisions capped off at 29m plays.
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The make-over of Miley Cyrus was complete when she performed at the MTV music awards- where she shocked onlookers across the globe. At 300K tweets per minute, Miley was the talk of the internet.
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Activating Miley’s Fanbase & Converting Them Into Borgore Fans
Once we were confident Borgore’s fans were genuinely attached to the track, Miley tweeted the reveal — confirming she was the voice on “Decisions.”
We followed with a vague announcement that a music video was coming, but intentionally didn’t give a release date. Miley’s fans — who hadn’t seen her in a music video in two years — exploded with excitement. The Smilers were fully activated. Our new objective was to convert that energy into attention for Borgore.
To strike the right tone, I leaned into Borgore’s irreverent brand and playfully antagonized Miley’s fanbase. I intentionally referred to them as “Smileys” instead of “Smilers” — a small jab that encouraged them to jump into the conversation. If they wanted to clap back at Borgore online, they had to learn who he was, listen to his music, and understand his persona.
This tactic protected Borgore’s edge and prevented him from being absorbed into Miley’s fandom, which his core audience might have rejected. While the playful trolling initially made Borgore nervous, it worked:
Smilers were tweeting his name nonstop, and his own fans — The Borwhores — loved watching the chaos unfold.
The result was a surge of cross-fanbase engagement and a moment where both communities collided around the campaign.
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