You may have never heard the expression, but you may have read reports about the specific marketing technique to attract the LGBTQIA+ audience.
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Celebrities who are criticized for practicing “pink money” would be taking advantage of what a community has to offer – public, fame, views – but they do not show real support for the cause. Thus, the person would be using a cause for their own benefit. This is the essence of queerbaiting.
The Harry Styles case
The topic once again became one of the most talked about on social media when the British actor and composer, Harry Styles, was criticized and identified as the author of queerbaiting. Since launching his solo career, Harry has worn clothes and behaved outside of what is considered heteronormative.
Critics allege that Harry is not part of the cause and that he behaves this way just to hook the LGBTQIA+ public.
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In an interview to Rolling Stone magazine, Harry defended himself: “Some people say 'you only appear publicly with women' and I don't think I've actually appeared in public with anyone. If someone takes a photo of you with someone, it does not mean that you have chosen to be publicly involved with anyone.”
The singer has never gone public about his sexual orientation. He even said, once, about “not labeling yourself”. In the interview with Rolling Stone, he said that not talking in public about his life outside of work has benefited him, and that people will always create a version. He, however, prefers not to spend his time correcting.
Artists who have been accused of queerbaiting
Pop celebrities, such as Madonna, have already been accused of taking advantage of the LGBTQIA+ public. Here in Brazil, our pop diva, Anitta, was also the target of criticism.
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Who doesn't remember the triple kiss at the 2003 VMAs? Madonna kissed Britney Spears and Christina Aguilera, generating enormous publicity for her, at a time when she wasn't "divining" that much. On the internet, the intention of the kiss was questioned, and there was no shortage of accusations that Madonna is the “queen of queerbaiting”.
Anitta was accused of “pink money” for being part of LGBTQIA+ parades, but never taking a political stance or really showing herself in favor of the cause. But that was in the past: today, we see a singer full of positioning.
Celebrities like Billie Eilish, Bella Hadid, Nick Jonas have already had their bad moments after trying to win over the LGBTQIA+ public. Whether they are true to the cause or not, celebrities who venture into this field are always prepared for public trials, after all, it is part of success.
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