The Busine$$ of Searching for an American Idol By Gian Fiero What’s the appeal of American Idol? If you pay close attention while It’s too early to tell how high American Many people say that it’s the chance to watching American Idol, you will notice Idol will launch the careers of the see the future music stars of tomorrow that the more attractive contestants not show’s contestants. The music industry that intrigues and appeals to them. only make the show, they tend to has changed significantly since the Others say that they are entertained by advance into the later rounds of original Star Search which introduced Simon Cowell’s blistering comments competition. American Idol has placed tremendously successful Pop artists which are delivered under the guise of an emphasis on the importance of (and that include Britney Spears, Christina “constructive criticism.” Whatever the given an advantage to those) having a Aguilera, Justin Timberlake, Aaliyah, reason, 26.5 million viewers made the “look,” and why not? The requirement of and Usher – just to name a few. airing of the first show in its second looking good is a rule that they are merely following, not creating. It’s not season, the highest rated non-sports Star Search was not (and is not) program in Fox’s young television just because the contestants and future music stars need to look good on offering the assistance, nor the support history. that American Idol does in helping television, looking good (or stylish) is now imperative for success in the Pop, music artists to become famous. The While similar but dispensable shows R&B, & Country music fields. Take a aforementioned artists all worked hard like “Making of the Band” and “Pop look at the top acts on the charts and for many years to get the breaks that Stars” created the formula and early you can easily confirm this. lead to their success. Star Search prototype for vehicles that could merely documented the beginning of transport up and coming artists to their journey. American Idol offers and ost of the show’s top acts get signed commercial success, American Idol M promises much more, and its didn’t jump on the bandwagon, they to the same management/record contestants have far reaching created one. Using a wealth of industry company (19 Recordings Limited, a obligations to the show and the experience, knowledge, and resources division of 19 Entertainment) which is company that produces it. as their main tools, they have built a owned by Simon Fuller (not Simon Cowell the judge), who named his show that feeds the voracious appetite By letting us in on the process of of today’s Pop culture that loves reality company after the 1985 hit, “19,” by finding talent, and giving us the right to TV. Paul Hardcastle, the instrumental artist vote for singers that we think are he once managed. His company also produces American Idol and Pop Idol in talented, we are given the privilege to This is reality TV for singers. The England. select an artist that we like; so we then opportunities are real. The singing is have no excuse not to buy their record real. The rejection and criticism are because we have a relationship with nly a few of the contestants will be real. When American Idol’s television O them and we want them to do well. It audience becomes desensitized to given recording contracts, but everyone truly is clever marketing. The Simon’s scathing remarks and actually who appears on the show must grant effectiveness of it will determine how listen to the truth behind them, they will exclusive “options and rights” to 19 long the show will last – whether or not realize that what he lacks in diplomacy, Recordings Limited. They then any of its contestants graduate to he easily compensates for with his negotiate with a variety of entertainment stardom. insight. He is the real star of this show. professionals and entities for access to, and the use of, the talents of the American Idol contestants – regardless It may not take much longer with 3 of Despite the fun that’s made of the of how well they do, or how far they go last years acts scheduled to release lesser talented singers, some are very on the show. So in essence, this show CDs this summer (2003). If only half of good. But the industry is full of good can be called, “American A&R.” the 26 million viewers buy a CD, there singers. American Idol is not looking for will be a whole lot of money made for them. They are looking for singers who the artists, but for 19 Entertainment, nlike Star Search which was have “it.” (That’s the industry U their high Nielsen ratings and ability to description of someone that has a instrumental in exposing many models, command hefty advertising dollars has combination of charisma, charm, sex comedians, and singers, American Idol established American Idol as a large, appeal, attitude, personality, AND deals strictly with the 15-25 year old healthy, and very fertile cash cow. And talent.) Singers who are merely talented demographic, (which also purchases when it comes right down to it, that’s are of no use to today’s industry the largest amount of records.) most of what the business of the American Idol executives who seek to capitalize on which have musical aspirations of their is really all about. more than just singing skill. own or friends who have them. They now have a new bona fide springboard © Copyright 2004. All Rights Reserved. to launch their careers. .