The music video of Miley Cyrus’ “Wrecking Ball,” which premiered on Monday and features the former Disney star nude, has set a new record on VEVO by garnering 19.3 million views in the first 24 hours, reports said.
The “Wrecking Ball” video crushed the previous VEVO record held by One Direction’s “Best Song Ever,” which had managed to get 12.3 million views back in July.
“Y'all did went so above and beyond with wrecking ball :) I love you so much and thank you for breaking the vevo record!!!” Cyrus wrote on her Twitter account.
With this exercise, Cyrus has managed to make her fans feel they have contributed substantially to the singer’s success, in addition to creating a buzz around her new video, a report on USA Today stated.
"They're able to use these very simple moments and build anticipation for a lot of different aspects of any project they're working on," Mark Pasetsky, CEO of Mark Allen & Company, a public relations and content marketing agency that specializes in image branding, told USA Today. "It really connects them to their fans in a new and unique way."
The 20-year-old had previously promised her more than 13 million fans on Twitter that she would release the tracklist for her new album “Bangerz” as soon as the VEVO record was broken.
And, Cyrus kept her word.
The album contains 13 tracks including “Wrecking Ball” and its predecessor “We Can’t Stop.” Cyrus has collaborated with Britney Spears for a track titled “SMS.”
Cyrus has been an ardent fan of the pop princess, and in a recent interview on MTV where she defended her controversial performance with Robin Thicke at the Video Music Awards, Cyrus hinted that Spears’ career has inspired her to take risks.
In a July interview with Huffington Post, Cyrus said that she could relate to Spears and that they are kindred spirits.
"Everyone goes through a time in their life where they don't want their picture taken everyday," Cyrus said of Spears. "She just never had that time where she could say, 'I'm going through something right now and need to shut down.' I also don't have that, so it's good to have that one person in my life who gets it."
Keerthi Mohan is an IBTimes reporter covering entertainment and human interest stories.