[Chapter 15: Image Matters]
Compared to the original's cluelessness, Orlando had been observing and improving the whole time, and learned more about this time period.
For example -- television news talked about press freedom all the time, but when it came to hot-button issues like abortion rights, gender topics, or minority rights, the mainstream networks usually steered clear and rarely went deep. In family life, a solid portion of households still said grace before eating; old habits ran deep.
On the surface the society touted pluralism and tolerance, yet its mainstream values were actually pretty conservative.
In early February, MTV, under pressure, suddenly stopped broadcasting Madonna's controversial MV. Multiple conservative religious groups down south had threatened a boycott Coca-Cola, because of the placement in the MV. Its stock took a single-day hit worth nearly $200 million.
Orlando had found the Washington news last night interesting as well. The crime control bill currently being hotly debated on Capitol Hill includes a provision for life imprisonment for habitual offenders. On that issue, both left and right parties had shown rare consensus and jointly pushed for the addition of 18 new death penalty offenses.
From family values and media censorship to education policy and criminal law, conservative currents ran strong beneath the country's seemingly diverse cultural surface.
After all, it was still 1990 -- the internet wasn't ubiquitous yet, and the neoliberal whirlwind hadn't fully taken hold. New York, as a liberal stronghold, did celebrate individuality and appealed to young people; as long as it wasn't hard-right conservatism, most folks didn't mind a bit of youthful self-expression.
Orlando's face looked white, but his bloodline was mixed. He couldn't afford to add a stack of conservative enemies. Because his ancestry was complicated, it meant the old WASP establishment and real conservatives would never accept him -- not even with that skin. The future's example of Elon Musk came to mind: how one of the new-money figures later got tangled up with MAGA showed how a misread image could backfire.
---
"The yuppie style suits me, and I personally prefer it. But why go anti-tradition? That's dangerous." Orlando suggested, after thinking through Gray and Frank's expectant faces.
"Plus the second idea -- a sunny, handsome, well-behaved boy with excellent academic performance... If this propaganda is true, you might be cleaning my ass all day long," he added with a bitter smile. "Don't forget. Half a month ago I was just finishing community service. My background doesn't fit that image at all."
He even doubted how many Bronx kids could pull off that kind of image. Compared to Brooklyn, where there were already wealthy enclaves, the Bronx was still a mess in those days, before any big cleanups.
"That is a problem," Gray Morris agreed. As CEO of Warner Bros. Records, he had read the kid's file and resume. He knew Orlando hadn't exactly been a model youth. Orlando had been on the NYPD's radar as a fringe associate of a theft ring and had been sentenced to community service -- all public facts. If that ever leaked, the America's sweetheart angle would crumble.
Warner Bros. could hide things to a point, Gray thought, but at what cost? If Orlando became a mega-star, rival powers -- Sony, BMG, other record giants, even rival superstars -- would move against him. The cover-up would have to be huge.
"So you choose the first one? The yuppie style that fits your background and personality?" Gray asked.
"Yes," Orlando nodded. "I should have my own style, fashion, and personality, and be versatile and charming, but it's best not to go against tradition."
He paused and added, "Maybe we publicize me a bit like the Howard Hughes of the music world?"
"That's a good angle," Frank DiLeo said. "Playing up rebellion would get heat -- like stirring up racial issues to sell a record -- but it's risky and leaves a bad stain for the future. Obeying mainstream values lasts longer. Take Madonna: she's hot now, but she's typecast. She can be rebellious and provocative, and that only wins a third of the country."
"Then do it that way," Gray decided. "I'll have the publicity team angle the press releases in that direction, but you'll have to cooperate."
"How do I cooperate?" Orlando asked.
"You already said it: personality, overflowing talent, dashing and charming, right?"
"Hm?"
"Then stage something with Madonna. She's in New York right now, prepping a tour and filming her personal documentary Madonna: Truth or Dare."
"Uh... what am I supposed to do?"
"It's simple. Visit her while she's working. Warner will handle the rest."
"But..." Gray changed tone, "you need to know whether Ms. Cuomo will mind this."
After all, Daisy Cuomo was the rich woman who was effectively sponsoring him. If she objected, Gray wasn't about to push a publicity stunt that would alienate Daisy. That wouldn't be currying favor -- it would be insulting her.
Orlando gritted his teeth. "Fine. I'll handle that."
"Good." Gray clapped. "Then start."
"Start what?"
"Your promo schedule."
"Isn't Good Morning America a live show and recorded early in the morning?"
"It's not just Good Morning America. You've got a lot coming."
"How much?"
As long as it made him famous and brought in money, Orlando said he'd take whatever it was.
---
Orlando soon found out how much there was.
That night he did recordings for five New York radio stations. They went from eight at night straight until four in the morning. He caught less than two hours of sleep before being up for makeup for Good Morning America's live segment. After that he had less than an hour before heading to an MTV music channel interview. Warner's publicity machine moved like a freight train.
For the next three days Orlando was either on the way to a radio, magazine, newspaper, or TV appearance, or crammed into cars going from a club gig to a street-style photo shoot to a meet-and-greet. As Gray had warned, the itinerary was relentless.
---
After another full day of promotion stretching into the night, Orlando slumped in the back seat and didn't want to move.
"Frank, where to next?" he asked weakly.
"The Upper West Side. You're supposed to have a drink." Frank answered.
"I don't drink, and I'm not twenty-one yet. Just take me home. I'm exhausted."
"You're not done. New York was the easy round -- you're a local, it's your base. Going national will be worse."
"God, kill me now..."
"Besides, we're not the ones inviting you out for a drink. And you'd better go."
"Why?"
"Because the one asking you for a drink was Madonna. Gray arranged it. He wants to hype an older-woman/younger-man thing. You said Ms. Cuomo agreed, right?"
"Yes..."
*****
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