Early in 2013, Ariana Grande embodied the next big, breakout artist. She had just released her first charting single, “The Way,” and it was not long before comparisons between her and Mariah Carey and Whitney Houston surfaced. But three years later, Ariana Grande’s likeability and sales seem to be dipping a bit despite her talent.
Issues with Grande’s career began when the Yours Truly era ended. The petite pop star was known for her ’50s and 60’s style dresses and classic ponytail, which she claims is her signature due to hair damage. It was clear that when she returned to promote her second album, My Everything, this image had been updated. While the ponytail stayed intact, the dresses were replaced with leotards and stilettos that look impossible to walk in. There is nothing wrong with getting older and switching things up, but Grande’s sudden metamorphosis occurred after media outlets criticized her for being too old-fashioned and looking too young. Whether she’s rocking a ‘50s look or a sexier stage outfit, Grande should not have had to comply with societal expectations.
Following the image revolution came the PR nightmare known as the infamous Donut Gate. Prior to this scandal, rumors started to arise that Grande might be a little rude. Fans complained at the 2014 VMAs that Grande was not enthusiastic during the special meet-and-greet the fans were awarded, stating the singer walked away during the process. About a month after this debacle, former E! News correspondent Giuliana Rancic accused the Nickelodeon star of being a diva when Grande allegedly elbowed Rancic before they presented an award together. Grande wanted to be shot from her left side, the side with a dimple on her face, and made Rancic move to accommodate her. So, with this undesirable reputation, naturally Donut Gate became a hot topic. In 2015, Grande was caught by a security camera in a donut shop pretending to lick donuts – that she was not purchasing – with one of her background dancers. Then, when Grande saw the toppings for one of the donuts she said, “I hate Americans. I hate America.” Not only did this incident lead her to land the second place spot on The Hollywood Reporter’s list of the most disliked celebrities, but it also was not a great predecessor for her new single for third album.
On October 30, 2015, Grande released her lead single, “Focus” for her previously untitled third album. The song was criticized by many for being too similar to her other lead single, “Problem,” from her second album. “Focus” entered the Hot 100 chart at number 7. It went on to become her lowest selling single ever with only 425,000 sales in the US compared to the millions of sales of each of her previous singles. Time even named it the sixth-worst song of 2015.
Grande abandoned promoting the single and instead decided to completely remove it from her third album and release a new lead single called “Dangerous Woman,” the title of the next album. “Dangerous Woman” showed off Grande’s growth as an artist in terms of production and seemed like she was back on track. However, the song debuted at number 10 on the Hot 100, and it has now fallen out of the top 10 entirely. Aside from her stint as host and musical guest on Saturday Night Live, Grande has promoted the song less compared to her other singles. With the album set to be released May 20, Grande’s music appears to be losing momentum. Additionally, Grande recently parted from her manager, Scooter Braun, who is also well-known for being Justin Bieber’s manager, which could explain her change in marketing strategies.
Since she became a household name in 2013, Grande has experienced a series of image and sound evolutions that have not boosted her career or given her the award recognition she deserves for her powerful voice. The sales and reception of “Dangerous Woman” could arguably decide whether Grande will achieve longevity in the music industry, or if she should focus more on acting. She has become a prime example that having an incredible voice is no longer the only requirement for a musician to be well-received.
**Images from twitter.com and giphy.com