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Celebrities — or their publicists — mastered the art of PR relationships long ago, so it should come as no surprise that their latest method for gaining press attention and hits is via modern dating technology. That’s right, single stars’ new promotional tools are dating apps like Tinder and Match.com.
Like Hilary Duff before her, Mariah Carey is the latest celebrity to publicize that she’s dipping a toe in the “normal” dating scene via Match.com. In fact, she debuted the video for her new single, “Infinity,” and her online-dating profile simultaneously.
The 45-year-old single mom of two (her twins with ex Nick Cannon) includes basics in her profile — her body type is “curvy,” she doesn’t smoke, and she’s a social drinker — as well her interests: cooking, movies, music and religion. Apparently, she’s open to guys aged 20 to 120 who measure from 6’0″ to 8’11” in height.
But while it might appear that Mimi is earnestly looking for love, in reality it seems like a ploy to get more attention for her new video, which shows her looking for a man in Las Vegas — Tyson Beckford among them — using Match.com. She even made a statement with the release: “I hope every woman who is single and listens to this song goes out and finds her infinity, whether on Match or the traditional way.”
Honestly, we can’t imagine a woman who works out in stilettos going on a blind date set up on the Internet. Duff used her big news about Tinder as a platform to get people to talk about the potential reality show she’s reportedly developing. Indeed, those dates with normal guys she couldn’t stop talking about — like a group bowling excursion — actually were filmed.
Jason Derulo, too, harnessed the power of Tinder when it was time to release his new video in March. He partnered with the app to give users who swiped right on his profile a first look. In a statement, he said, “I wanted to find a new unique way to launch my video. I know my fans are tapped into social networking, so what better way to launch my video for ‘Want to Want Me’ than through one of the fastest-rising social networking apps, Tinder.” The R&B star added: “I see this app as the wave of the future. I know my fans will swipe right.”
At this point, it wouldn’t be surprising to see musicians taking over OkCupid, Hinge or perhaps the latest addition to the online-dating scene, Raya, which allows users to make profiles consisting of a slideshow of their Instagram photos set to music. Although it’s surely not a publicity stunt, the Counting Crows’ Adam Duritz (whose gorgeous exes include Emmy Rossum and Courteney Cox) already has been spotted on it. Maybe stars really are as desperate as us.
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