This week Club 808 presenter and socialite Boity Thulo dominated the headlines after a picture on social media of the celebrity at the SA Music Awards showing what is alleged to be her vagina.While it is still unclear whether it was a picture of Thulo's lady parts or a shadow, as some have suggested, the saga raises the question: are controversy and raunchiness the key to fame?Jay Badza, business director of publicists DNA Brand Architects, says it all depends on the celebrity brand in question.Referring to Rihanna, Badza said while the star made a name for herself through her music career, she was notorious for being unashamedly sexual, which garnered her a wider fan base. "Social media has opened up a new marketing mechanism where people can push the bar a bit more," Badza said."In the celebrity world, there is always someone new coming in and it is usually someone that is struggling that gets up to these antics," he said.Publicist Songezo Gxalaba, who has worked with the likes of radio and TV personality Bridget Masinga and fashion designer Taibo Bacar, agrees, saying there is heavy competition."They put themselves under unnecessary pressure to push boundaries and outdo each other, which is not healthy," says Gxalaba."People are also chasing likes and follows on social media, and tend to do things for glorified celebrity status. It won't take their brands anywhere. They aren't thinking longevity," he added.Gxalaba says true celebrity status lies in knowing your craft and working hard at it, while Badza says longevity in the industry is found in having a product to sell, and not gimmicks of a temporary nature...