A few weeks ago, Joaquin Phoenix made a rather odd appearance on the Late Show with David Letterman. Phoenix, who recently announced that he’ll transition his career away from film and into music, appeared annoyed, barely communicable and drugged-out. After ten minutes without cracking a smile, the scruffy Phoenix had all of America talking.
Phoenix, with a full beard and sunglasses, did everything from pissing off band leader Paul Shaffer to sticking chewed gum under Letterman’s desk, all within the span of a ten-minute interview. Appearing to promote his newest film, Two Lovers, Phoenix failed to describe a promotional clip, respond with full-sentence answers or behave in a respectable manner in front of a national audience. At the end of the exchange, Letterman smirked and declared, “Joaquin, I’m sorry you couldn’t be here tonight.”
I’m convinced that this movie/hip-hop star was putting on an act. Joaquin, in need of announcing and publicizing his career move, found a free and easy way to do so at the expense of his reputation and Letterman’s show. Moreover, he successfully transitioned perceptions away from his role in Walk the Line, where he portrayed the life of Johnny Cash, and focused more on promoting the badass, don’t-give-a-(expletive) personality more frequently associated with rap stars.
Phoenix made his debut rap performance at Lavo, a Las Vegas nightclub, in mid-January. He was visibly drunk during it, slurring his words and taking a fall while exiting the stage.
Although Joaquin won’t be starring in any new films (whether he’d like it or not, at least at this point), he won’t officially be leaving the big screen just yet. Accompanying Phoenix into the rap world is a film crew and director Casey Affleck to document Joaquin’s story. Affleck, Phoenix’s good friend and brother-in-law, starred in Ocean’s Eleven and Gone Baby Gone and also directed a few independent films in the ’90s.
Another big-name player, Sean “Diddy” Combs, will produce Phoenix’s first album. He and Joaquin will work with Tim Burgess of The Charlatans and Antony Langdon of Spacehog in recording the debut; the Charlatans and Spacehog both are alternative rock bands from England, making their lead singers surprising collaborators for Phoenix’s hip-hop album.
Phoenix must be using every tool in his box to build up his new career. He is hitting the American public in more ways than one with a legendary hip-hop producer, British indie band members, an unpredictable and crazy personality, and an entire film crew.
His Oscar-worthy performance on Letterman was simply another example of the remarkable publicity job he is doing to promote himself. It was a unique and unexpected approach, but with one career ending and another just beginning, he had nothing to lose and everything to gain.
After his multi-faceted approach to attracting interested and curious fans, Joaquin likely created anticipation and excitement for the release of his upcoming album and documentary. Soon, everyone from inner-city high school students to elderly grandmothers will be interested in Joaquin Phoenix and who he has become.
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