How the 'Hannah Montana 20th Anniversary Special' Was Produced by Fans for Fans

How the 'Hannah Montana 20th Anniversary Special' Was Produced by Fans for Fans

According to Disney Legend Miley Cyrus, she manifested the Hannah Montana 20th Anniversary Special well before Disney Branded Television gave it the official greenlight.

"One of my favorite pieces of advice [Dolly Parton] ever gave me was, 'Start promoting something before it's real, because then as people get excited, it'll be easier to make it happen,'" Cyrus said in an interview with ABC's Good Morning America. "I just started talking about a Hannah-versary special before one even existed - and then I went to Disney and said, 'Look how excited everyone is about this imaginary Hannah-versary!'"

After Hannah Montana premiered on Disney Channel in 2006, the Emmy^Ⓡ-nominated series spawned 14 platinum and 18 gold albums worldwide, as well as two feature films. Proving the franchise's long-lasting popularity, the Hannah Montana catalog has amassed more than half a billion hours streamed globally on Disney+ to date.

And, following its March 24 premiere on Disney+ and Hulu, The Hannah Montana 20th Anniversary Special notched 6.3 million views in just three days of streaming. Proving fans couldn't get enough, the entire Hannah Montana catalog saw a near 1,000% increase in views that week. (Click here for more stats about the anniversary special's performance.)

"You'll Always Find Your Way Back Home"

The Hannah Montana 20th Anniversary Special marked a full-circle moment - and not just for Cyrus. Some of the show's biggest fans are Cast Members and employees at The Walt Disney Company. In fact, several attended the anniversary special's taping at Sunset Gower Studios in Hollywood, dressing up in outfits inspired by the fictional pop star as Cyrus performed "This Is the Life" and "The Climb," two of her character's signature songs.

"Disney is first in class when it comes to fan affinity, so we weaved that fan-first approach throughout every aspect of the campaign," said Leah Palacios, Manager, Publicity, Disney Branded Television (DBT), who helped lead the PR campaign, attended the taping, and worked the premiere event.

Palacios recalled, "The ability to tap that childlike joy within people through the content we create and opportunities we provide is truly unique to Disney and I feel grateful to have a career that allows me to share that magic with others."

Not only did Joshua Jack Ryan Maddela, Coordinator, Events, Disney Entertainment Television (DET), attend the taping, but he helped plan and work at the premiere event.

"I am such a huge fan of the series, so it was such a treat to dive into the premiere research," Maddela said. "I rewatched some of my favorite episodes to take notes on everything from iconic quotes to outfits. During the planning process, you would often find me listening to a Hannah Montana music Spotify playlist on repeat in my cubicle. Some of the ways we incorporated our research were working with our amazing Walt Disney Archives team to select iconic props from the series and movie to display. Our team incorporated foods such as Rico's Empanadas and Sweet Niblets Elote to give a nod to the original series. Our team wanted to ensure that guests at the premiere knew it was an event for Hannah Montana fans made by Hannah Montana fans!"

For those who produced and promoted the anniversary special, seeing Cyrus revisit her legendary role was a dream come true - and something that only Disney could pull off.

"Attending the taping felt like giving something to my kid-self," said Brynn Candle, Coordinator, Original Movies, DBT. "It is rare that you get to be around so many people that love something that means so much to you, especially while wearing a wig. Being able to sing my heart out with an entire room of fans was honestly like nothing I have experienced before. It was a homecoming for Miley, but it also felt like a homecoming for all of us."

Fabiola Megaptche, Sr. Executive Assistant, Publicity, DET, said it was "unbelievable"" to work the premiere and attend the taping. "The energy in the room was incredible, and you could tell it was a special moment for everyone," she said. "If you told 7-year-old me that I would see Hannah Montana live, she would've burst into tears - and 23-year-old me did!"

Our team wanted to ensure that guests at the premiere knew it was an event for Hannah Montana fans made by Hannah Montana fans!

"Life's What You Make It"

On March 23, Cyrus reunited with original series stars Jason Earles, Moises Arias, Cody Linley, Anna Maria Perez de Tagle, and Shanica Knowles when she walked the purple carpet at the premiere of Hannah Montana 20th Anniversary Special at the El Capitan Theatre - the same venue where Hannah Montana: The Movie held its premiere in 2009.

"Out of the many red carpets I've worked, this one was truly something special," said Kayla Martin, Manager, Visual Communications, DET. "The energy was electric, from the attendees' incredible Hannah-inspired outfits to the shared sense of nostalgia and collective understanding that we were all part of something meaningful… What stood out most to me was the sense of community. Seeing coworkers, talent, influencers, and longtime fans come together to fangirl, reminisce, and celebrate Hannah Montana through this special felt like I was a part of a cultural moment. It was rare and special to witness so many people connected by the same joy."

Then, on March 24 - exactly 20 years after Hannah Montana premiered on Disney Channel - employees from Burbank and Chicago to San Antonio and New York City celebrated the milestone anniversary at surprise pop-ups that included themed photo-ops, collectible giveaways, and more. And many of the fans Hannah Montana inspired now work alongside its creators to shape the next chapter of Disney Branded Television storytelling.

Like High School Musical and other phenomena of that era, Hannah Montana was about "showing up as your authentic self and being part of a community," Sydney Holt, St. Executive Assistant, Live Action & Alternative Series, DBT, added. "Those themes connect us as employees and continue to guide the stories we're telling today."

Likewise, Nancy Insua, Manager, Publicity, DBT, recalled how the classic Hannah Montana song "I've Got Nerve" gave her "so much confidence as a kid" - confidence she carried into adulthood. Today, she feels a personal affinity to the stories she helps promote. "There's always a connection to the content you can tap into. My family watched together, and knowing families continue to have those experiences today is incredibly meaningful."

Leroy Marshall, Executive Assistant, Content & Inclusion, DBT, had a similar story.

"Hannah Montana always had a confidence to her that I dreamed of when I was a kid," he said. "Attending the taping felt like a dream come true, and took me right back to 9-year-old Leroy, who had the craziest dreams of the world and always prayed that one day I'd reach them!"