Delta dancing: 'The best PR (un-co) move ever'
It may or may not have been a publicity stunt, but either way: it worked.
The viral selfie that actor Marlon Wayans' took showing Delta Goodrem dancing at a Beyonce and Jay Z concert and describing her as the "most unrhythmic white person" may have caused initial embarrassment, but the singer's approval rating could skyrocket in the aftermath.
A lot of that had to do with the general appeal of a daggy dancer - most Australians have whipped out 'The Sprinkler' at a wedding or two. Moreover it probably has to do with Goodrem's pitch-perfect response: the singer posted a short clip of Elaine's famous bad dancing from Seinfeld onto her Twitter account and simply wrote: "Had a blast last night".
"[It] May be the best PR (un-co) move ever: Delta's gone up tenfold in my estimation because of her perfect response," wrote one Twitter user.
"You can't buy this sort of publicity. Wayans needs it, as does Delta. It maybe the kickalong to her career that she needed in the US," wrote commenter 'MichaelS' on Fairfax Media websites.
That comment reflects a growing suspicion that the whole thing was planned - Wayans and Goodrem follow each other on social media and he has stated that he spent half of the concert talking to the singer. Nothing is confirmed yet but Wayans has tweeted that he wouldn't apologise over "a joke".
Kirsten Galliott, editor of InStyle magazine and self-confessed "unrhythmic white dancer", says the incident has made Goodrem more "approachable".
"Let's face it, there are more unrhythmic people than there are not," says Galliott. "Most of us can't dance and to see someone who's beautiful and whose job it is to sing who can't dance makes us feel better about ourselves."
Goodrem graced the March cover of Instyle, traditionally one of the highest selling issues of the year, along with September. Galliott says she was chosen because she's traditionally a "strong seller".
"Even though she polarises people - especially since the first series of The Voice - the people who love Delta absolutely love her."
Goodrem's clever response could mean more people join those ranks. Not to mention that Wayans' 1.6 million Twitter followers are now alerted to Goodrem, who has only 416,000 followers in comparison.
"She showed a sense of humour and didn't get her back up. It's very Australia; you've got to have a laugh at yourself."
Aside from one Twitter response, Goodrem looks unlikely to speak on the issue, with her PR management stating: "Delta will not be undertaking any interviews."
Had a blast last night. 💜 D x https://t.co/2bD5hVJ6IA
Sydney Morning Herald