How to Regain a Million Quid

Bo Burnham’s been making up for the PR slip that saw him – or possibly his PR company – reject his nomination for the Malcolm Hardee ‘Act Most Likely to Make a Million Quid’ Award. And he’s been doing it with grace.

It’s hard to tell if it’s his PR doing it or if – and this is perfectly possible – he’s so plugged in to the web that he’s acting on his own. His digital promotional skills are pretty strongly evident – just look at his YouTube channel and the large following it has. His online fan club shows his social media prowess of to very flattering effect.

His response was to the effect that he’s a big fan of Malcolm Hardee and that he approves mightily of the satirical awards, even if they come at his expense. And, most perfectly, the email states that: “Yes. I care about money. But I do kind of hate myself for it.”

It’s a great counter-play no matter whether it was he or his PR who made it – someone has moved very quickly to counter any accusations of being po-faced, before the story had a chance to take hold. I suspect that it was Burnham himself who stepped up. Despite a minor – and extremely brief – slip, he is a very modern entertainer, one who matches onstage brilliance with online dexterity. He has got it all and when a crisis looms he just seems the type to step forward, front and centre.