Five Reasons Why American Idol is a Flawed Music Marketing Model

The Lawrence Welk Show Snl - Five Reasons Why American Idol is a Flawed Music Marketing Model

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Well into its ninth season and still dominating Tv Primetime, American Idol has become a Tv ratings behemoth and with Coke, At&T and Ford as anchor sponsors, it is an awesome corporate marketing and advertising machine.

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Idol undeniably has created a new company model for the music industry. That paradigm is: introducing new artists via Tv, with contestants' exposure, branding and development underwritten by corporate sponsors, with Tv viewers voting to go for the show's finalists and the yearly winner - who is given a lucrative recording compact and goes on to sell millions of Cds.

And while Idol can boast having nine of its alums going platinum (selling one million or more units of an album), led by Country Pop "America's Sweetheart" Carrie Underwood's 11.5 million total Cds sold, that in itself is not a particularly strong track record. Inspecting the thousands of contestants that show up for Idol castings, the hundreds who no ifs ands or buts partake in its auditions and Idol's unique ability to shop its contestants to millions of Tv viewers weekly, Idol should have at least 20 platinum artists by now. Or, at least a dozen. And, lately there appear to be some major cracks in the Idol marketing machine.

A fundamental flaw of Idol is that it allows fans to multi-text votes, so that Idol's "millions of votes," on a given night, are no ifs ands or buts inflated numbers - with mostly pubescent girls and conservative voters stuffing the ballot box with multiple votes for primarily "safe," middle-of-the-road artists. This skews Idol's voting and makes it very difficult for more talented, but edgy or controversial artists such as Adam Lambert and Chris Daughtry to win their respective competitions -which both deserved to win, but didn't. Multi-texting is great for At&T's network use and revenues, but it's a flawed voting system.

Multi-voting also has made Idol vulnerable to those who would make it a self-parody. There is at least one Blog site that prides itself on picking the weakest Idol candidate early on, and encourages its Blog mates to stuff the ballot box and keep that candidate in the running as long as possible. It was this kind of tomfoolery that kept Sanjaya Malakar alive in his season's competition, long past the limits of human comprehension and suffering. Its goal this year? To turn the ever-smiling, musically talentless Tim Urban into this season's winner. The write back to these abuses? Limit each phone number to one text per show.

The third thing wrong with Idol is that while its judges often chastise contestants for picking songs inappropriate to their personel genres and personal strengths, the judges themselves instruct Idol singers to select songs incompatible to their ease zones and abilities. The judges have their young minions select songs from arcane chapters of the American songbook, with soul singers singing Dolly Parton. Or, Neil Diamond. Or, rockers singing vintage Motown. And then, they have the temerity to accuse their protégés of being artistically unfocused and ambivalent. The write back to this problem? Have a separate panel of business experts go for more modern and genre-specific songs for all candidates- beginning from the earliest rounds.

A fourth thing wrong with Idol is that in its apparent fervor to capitalize on the success of Glee, it lumps young singers into horrible group sing-alongs, again, in genres that have nothing to do with the singers' abilities or styles. First of all, Idol's judging is not supposed to be predicated on whether a contestant is a good background or studio session singer. Supposedly, the show is seeing for great lead singers who are - or can become unique and thriving recording artists. So, forcing them to partake in these insipid sing-alongs is both counter-intuitive to the entire Idol screening process - and forces the audience to listen to painful corny vocal performances reminiscent of The Lawrence Welk Show. The solution? Stop the mindless group sing-along's.

The fifth thing wrong with Idol is that at the end of this season, Simon Cowell is leaving. However acerbic, Cowell is the one judge who understands how to match songs appropriately with contestants' talents and genres. He also is the only judge who doesn't mind sacrificing being likeable for giving impressionable young contestants honest constructive criticism. His cutting criticism, wit and discernment will no ifs ands or buts be missed.

While Randy Jackson has been in the recording business for years and is a likeable person, who can name an artist that he discovered or produced - or who went platinum straight through his efforts? And while Kara Dio Guardi no ifs ands or buts has had a number of description cuts, they have mostly been with Pop R&B female artists, who can hardly be called "cutting edge."

Idol's other judge, Ellen DeGeneres is a fine comedian and seems like a nice person, but what the hell is she doing trying to judge singing talent? If Idol is to restore its fast-waning credibility with the description business and the public, as well as support its high Tv ratings, it needs to adapt. The show's producers should:

1) Limit voting to one text per phone number per show.

2) Have business judges go for more modern and genre-specific material for each contestant.

3) End the wretched group sing-alongs.

4) enlarge the competition and award an yearly winner in maybe four widely disparate categories: Alt-Rock, R&B Pop, Country and Gospel. It's naturally stupid to have a Country artist contentious against a Pop- R&B or Alt-Rock act. Why not award the Best talent in Each definite genre, instead of trying to judge "chalk versus cheese?"

5) enlarge the competition to include groups in separate genres. There obviously are some great Alt-Rock, R&B-Pop and Country acts out there that deserve a shot at the Big Time.

6) Add a judge or two that has more "street cred" - some edgier instincts and solid track record.

If Idol is willing to make these changes, we believe it can restore its lagging credibility, as well as enlarge its net to include bands and edgier artists that it now ignores or who now cannot fairly compete.

And that's our view here from here in The A&R Room.

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