Kacey Musgraves has admitted she may have “lost the plot” when it comes to promoting her latest album, after a series of increasingly bizarre and viral publicity stunts surrounding Middle Of Nowhere.
The country star has generated attention online by dressing as an armadillo to shop for copies of her own record and even transforming herself into fellow country music icon Ronnie Dunn for a live appearance.
Speaking to The Hollywood Reporter, Musgraves joked that her unconventional marketing ideas may now be beyond her control.
“The side quests are getting so crazy, I don’t think I can control them anymore. I don’t know where the line is, I’ve lost the plot.”
Kacey Musgraves embraces humour over traditional album marketing
Musgraves explained that she prefers playful and unexpected promotional ideas over conventional music industry campaigns.
“It’s just fun to like not take s**t so seriously.”
“I just feel like we live in such a serious world and there’s something that feels a bit cringey to me if I were to be super earnest and going into the store and being like, ‘Hey guys’ – cue the influencer voice – ‘my new album is out, go get it now.’”
“I’d rather just have more fun with it and kind of flip things on their head.”
The strategy appears to be working. Clips of the singer’s armadillo costume adventure quickly spread across social media, generating thousands of reactions from fans and music commentators alike.
Manager left shaking his head at album stunts
According to Musgraves, many of her promotional ideas are not approved in advance by her team, largely because she knows they might try to stop her.
She revealed that her manager often reacts with disbelief when he sees her latest plans.
“I know my manager, he sighs the biggest sighs when he sees me coming out in the armadillo costume.”
“He’s like, ‘Really?’”
The singer has built a reputation for balancing heartfelt songwriting with a sharp sense of humour, something that has become increasingly visible throughout the Middle Of Nowhere campaign.
Could acting be next for Kacey Musgraves?
Although Musgraves has appeared in television projects and music-related productions before, she admitted she is not entirely convinced by her acting abilities.
Still, she stopped short of ruling out a future acting role.
“I’m a terrible actress, I feel. I laugh, I’m a laugher. I start overthinking.”
“If they’re like, ‘Hey, walk across this room and go pick up that glass,’ I’m like, ‘How do you do that again?’ Like the awkwardness jumps out.”
Despite her reservations, Musgraves said she remains open to opportunities that feel natural.
“I guess never say never. I’m open to really anything that feels organic, but you never know.”
“If they have a role for, you know, a burgeoning armadillo, maybe I’ll consider it.”
Middle Of Nowhere continues Kacey Musgraves’ creative evolution
Middle Of Nowhere was released earlier this month and marks the latest chapter in a career that has seen Musgraves become one of modern country music’s most acclaimed and distinctive voices.
Known for albums such as Golden Hour and Star-Crossed, the singer has consistently blended country, pop and folk influences while maintaining a reputation for doing things her own way.
Based on her latest promotional antics, that approach shows no sign of changing.
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