likely be Aerosmith. Perhaps best known for the hit "Walk This Way," named as the fifth-best rock song of all time by MTV in 2000, Aerosmith hit rock bottom and broke up in the early 1980s. Years of drugs, alcohol, and excess had taken their toll. Aerosmiths comeback would require a complete reinvention of the band and its image. Aerosmith sur- prised the music world when it collaborated with the rappers of Run-DMC on their "Walk This Way" remake. Not only would the song and the video help rap music cross from the urban market into the mainstream, it would be the first rap song to break into the Bill- board Top 10 chart. It would also launch Aerosmiths rebirth-armed with a fresh image and new group of fans. Led by the consummate front man Steven Tyler, Aerosmith has redefined age, vitality, and sexiness in an industry in which good- looking twenty-somethings are the norm. The band embodies energy and passion to connect with young music fans, capturing the Best Rock Song category for "Jaded" at the 2001 Teen Music Awards. In Chapter 6, youll learn how Aerosmith shows marketers the way to cul- tivate angel fans, how to involve them in building a brand, and how to transform a dying brand into one stronger than its predecessor.     Madonna   Since she slithered onto the music scene in 1983 with her hit single "Holiday," Madonna has proven that sex certainly does sell. Never afraid to offend the masses, Madonna understands shock value and rebellion, but most important, she understands her fans, to whom her antics and convictions are not offensive but expected and accepted. Her sexually charged (and often explicit) lyrics and videos f ro m b a nd lo ya lt y to br a nd lo ya lt y |     dont turn off her female fans because Madonna is not about using sex to degrade women; her goal is to empower them by breaking down barriers and touting equality, spawning as many Madonna wannabes as male fans. She makes a conscious effort not to promote a particular lifestyle, but to present different ones in an open-albeit revealing-light and let people choose for themselves. Throughout her career, Madonna has remained true to one of her greatest strengths-a chameleon-like ability to change and stay one step ahead of the times. Madonna is a better "product" now than she was when she started, continually improving her voice, dancing, and stage productions and imposing quality control whenever and wher- ever possible. Firms such as Abercrombie & Fitch, Calvin Klein, and other fashion brands use similar appeals in their communication and marketing strategies, but few do it better than Victorias Secret, as youll see in Chapter 7.     Neil Diamond