There's an interesting article by Shirley Halperin in this week's Entertainment Weekly about the lackluster sales of 2006 American Idol Taylor Hicks' self-titled album. "Does selling 650,000 copies of a debut album," she asks, "qualify as a flop?" Many in the media have highlighed the fact that Hicks sold fewer albums in the first few months than all four Idols who preceded him, and Halperin's article aims to investigate why.
One reason that is suggested, a valid one, is that adult contemporary discs take time to amass a high volume of sales. And without a hit single to propel sales, along with what Hicks' manager calls "Taylor's physical appearance and taste in music," CDs don't just fly off shelves. (EW reports that Hicks' first single "Just to Feel That Way" has not yet made it onto Billboard's Hot 100).
Now all of that is well and good, but what happened to the millions of members of the Soul Patrol who tirelessly voted for the man they called Gray Charles? Where did all his support go?
And lets also be clear...even without a song on the radio, Taylor was far from invisible He was out there hawking this CD. He made his appearances on the talk shows. He gave people a chance to hear his new music, and be reminded of his performance style and zany dance steps. They just didn't seem to bite.
Based on the sales of the former winners, it seems winning the title of American Idol guarantees you a debut of about 300K (slightly more for the Ruben/Clay season). After that you're on your own, and sales are going to be made or broken based on two things:
1. Whether or not your music is strong enough to re-engage the fans that fell in love with you on the show
2. Whether or not your music is strong enough (and your album is deep enough, quality wise) to gain a new set of fans.
J Records Tim Corson tells EW "His songs will have to earn their way onto Top 40 Radio." Well yes, thats true, just like every Idol before him had to earn their way on to the radio. Kelly Clarkson had to claw tooth and nail to get her music played -- pop stations were very reluctant to touch "A Moment Like This," fearing Kelly's 15 minutes would be up before long, and even"Miss Independent," which ultimately held the #1 spot on top 40 radio for 6 weeks, was relatively slow out of the gate. Kelly and Carrie Underwood are the most successful former contestants to date, in large part because both have had multiple hit records that have continued to earn them new fans (many of whom did not watch them on American Idol to begin with), propelling sales for, in the case of both girls, more than a year.
Every single and/or album that has been truly successful is due to the merit of the work, not the fact that a contestant won or lost the title on American Idol. Take someone like Josh Gracin, who has had several hits on country radio (including a #1) and saw his album get certified gold --because it was good. Kimberley Locke has done what Taylor hasn't yet figured out how to do -- carve out a niche for herself on Adult Contemporary radio. She's had two #1 hits on the chart (both for Christmas songs), and, nearly four years after she concluded her run on American Idol, her current single "Change" is inside the Top 20 on the AC chart, where it is outperforming Taylor's "Just to Feel That Way." She had far less media exposure when she released her frst single, "Eighth World Wonder," than Hicks did, but somehow she managed to get it played. True, neither Josh or Kimberley had the kind of expectations that go along with being the American Idol, but neither was a lock for success on the radio, either...they earned their way there.
Bottom line...if Taylor's music isn't good enough, people aren't going to buy his CDs. It doesn't mean Taylor is a failure...650K copies is a very respectable number, and his loyal fans aren't going anywhere...they will probably still be catching him on tour 10 years from now. Who knows, by then his music might be good enough to make him a staple on the radio format that is currently showing him no love.
But for now, he ain't no Kelly or Carrie.
One reason that is suggested, a valid one, is that adult contemporary discs take time to amass a high volume of sales. And without a hit single to propel sales, along with what Hicks' manager calls "Taylor's physical appearance and taste in music," CDs don't just fly off shelves. (EW reports that Hicks' first single "Just to Feel That Way" has not yet made it onto Billboard's Hot 100).
Now all of that is well and good, but what happened to the millions of members of the Soul Patrol who tirelessly voted for the man they called Gray Charles? Where did all his support go?
And lets also be clear...even without a song on the radio, Taylor was far from invisible He was out there hawking this CD. He made his appearances on the talk shows. He gave people a chance to hear his new music, and be reminded of his performance style and zany dance steps. They just didn't seem to bite.
Based on the sales of the former winners, it seems winning the title of American Idol guarantees you a debut of about 300K (slightly more for the Ruben/Clay season). After that you're on your own, and sales are going to be made or broken based on two things:
1. Whether or not your music is strong enough to re-engage the fans that fell in love with you on the show
2. Whether or not your music is strong enough (and your album is deep enough, quality wise) to gain a new set of fans.
J Records Tim Corson tells EW "His songs will have to earn their way onto Top 40 Radio." Well yes, thats true, just like every Idol before him had to earn their way on to the radio. Kelly Clarkson had to claw tooth and nail to get her music played -- pop stations were very reluctant to touch "A Moment Like This," fearing Kelly's 15 minutes would be up before long, and even"Miss Independent," which ultimately held the #1 spot on top 40 radio for 6 weeks, was relatively slow out of the gate. Kelly and Carrie Underwood are the most successful former contestants to date, in large part because both have had multiple hit records that have continued to earn them new fans (many of whom did not watch them on American Idol to begin with), propelling sales for, in the case of both girls, more than a year.
Every single and/or album that has been truly successful is due to the merit of the work, not the fact that a contestant won or lost the title on American Idol. Take someone like Josh Gracin, who has had several hits on country radio (including a #1) and saw his album get certified gold --because it was good. Kimberley Locke has done what Taylor hasn't yet figured out how to do -- carve out a niche for herself on Adult Contemporary radio. She's had two #1 hits on the chart (both for Christmas songs), and, nearly four years after she concluded her run on American Idol, her current single "Change" is inside the Top 20 on the AC chart, where it is outperforming Taylor's "Just to Feel That Way." She had far less media exposure when she released her frst single, "Eighth World Wonder," than Hicks did, but somehow she managed to get it played. True, neither Josh or Kimberley had the kind of expectations that go along with being the American Idol, but neither was a lock for success on the radio, either...they earned their way there.
Bottom line...if Taylor's music isn't good enough, people aren't going to buy his CDs. It doesn't mean Taylor is a failure...650K copies is a very respectable number, and his loyal fans aren't going anywhere...they will probably still be catching him on tour 10 years from now. Who knows, by then his music might be good enough to make him a staple on the radio format that is currently showing him no love.
But for now, he ain't no Kelly or Carrie.
Posts
14 comments:
I think that was a very intelligent and well written analysis.
Thanks.
This piece on Taylor hit home with me. I was and am a Taylor fan and love that whiskey tenor of his. But the bottom line for me is that Taylor needs to find that niche that showcases his talent, sells CDs, and makes him happy.
Taylor has become a disappointment to the record label and to American Idol. The way they spin it, it seems like Chris Daughtry was the winner of season 5.
Sorry, I can't agree with the "if it's good, he'd sell more" logic. Artists like Ray Lamontagne and Marc Broussard would kill to see Taylor Hicks' numbers, and IMO both of their most recent albums are far superior to Taylor's latest release. Of course Taylor had the Idol exposure, but I think people see him as a live performer more than a recording artist, which could be contributing to the slow sales (which, as you said, in any other environment would be perfectly respectable).
Anyway, I'd much rather Taylor continue to make the kind of music that he and I both love than see him sell out and produce formulaic pop/rock/R&B just to get Top 40 airplay.
There is more than one way to gauge success in the music business. It seems his sold out tour is getting some great reviews. He's earning a reputation as a top notch performer.
Let's face it, Kelly and Carrie aren't Taylor on the stage in any way, shape or form. ;)
Sold out tours mean higher profits for the artist whereas more cd sales mean more profits for the labels. Maybe Taylor wants to put more money in his pockets and not the labels.
Taylor is also offering his two indie cd's at his concerts with about a 20:1 profit margin for every Taylor Hicks cd sold. He's working on a national distribution deal for the sale of In Your Time and Under the Radar.
So if J Records doesn't want to push the single for air play, it's ultimately their loss. Taylor is earning a reputation for putting on a top notch high energy concert. He will be just fine in terms of having an audience. Again, record sales is not the only measuring stick for success for musicians.
Good article, however, there was never any love between Simon Cowell and Taylor Hicks. He never wanted Taylor Hicks to win. TPTB wanted Chris Daughtry to win, definite genre and easy to promote which equates into more money.This was all planned as soon as CD was voted off. No matter what Taylor Hicks is the reining American Idol, had some promotion, a changed single release and absolutely no respect. The few references on AI this season have been slide remarks toward TH. Chris Daughtry has the backing of AI, was the theme song for Prison Break, a commercial featuring Simon and Chris's song in the background, HOME is the new featured song on AI. So you tell me why Taylor Hicks is not selling higher. Poor management, single not released prior to the CD and a million other things. Can't fight city hall, when someone has money they can buy whatever they want - this is what AI wanted for their idol, Chris fit the bill. Now to my disgust they spread negative stuff about Taylor Hicks just to save their own doings. Hope American Idol falls in the ratings, their Season 6 is definitely lacklustre and it's all down hill from here. The public can be fooled for a while, but not forever!
Taylor hasn't been supported very much from AI, though. I don't think it's a secret that the producers did not want him winning, dislike him, and wanted Daughtry to win- so they have treated Daughtry like the winner, regardless of the vote. If one thing, this should put to rest the myth that the votes don't count and it's who the producers and Simon want to win that is named the winner (This was constantly said in refererence to Carrie winning) - with them rigging the votes. There's no "rig" here- he's the last person they wanted to win and they have made that crystal clear.
The difference between Taylor and the others is that Chris, Carrie, Kelly, etc. all established their musical identities/styles on AI and then carried that into their recording career. Taylor's latest release, on the other hand, is a vast departure from what he established on AI. I think that cost him more fans than it gained him.
He is trying to fuse too many styles to reach a broad auience, but the result is so far out of the mainstream that he is only reaching his most loyal fans - which are mostly adult females.
If he wants to strengthen his marketing position, he needs to return to his more mainstream blues-rock roots, and focus more on songwriting. His latest release has too many sappy songs with weak lyrics. Contrast this with Carrie's CD where lyrics are the strength of her songs.
No matter the genre or the era, hits still boil down to simple but catchy melodies driven by powerful lyrics. Taylor needs to improve in both of those areas if he ever wants to achieve superstar status.
I can't agree that "you have to earn it" in music industry. I believe for Kelly Clarkson it is all about payola. If your company paid, they will play. simple as that! I am not a Taylor fan but I totally agree that AI wants Chris not Taylor and lots of efforts went into to Chris's album and tour, and also his signle on AI?!
At least Taylor got his own headline tour, let's face it, Kelly can't, Fantasia and Ruben can't. I was wondering is there a song in Taylor's album could be the send home song from AI show? I would think a song from Taylor or any winners would be more appropriated. It's like AI show abandoned him quicker than fans do. Your blog is refreshing and well written. You don't need comments from magazines to justify your points. Everyone know magazines are promotion TOOLS. They are more or less advertisements.
I think Taylor needs to step it up. His music is not radio friendly and an artist these days needs that exposure. It was a very cheesy produced CD. Grade C for effort.
I never heard his music played on my radio stations at all. I expected they would play them but they didn't..ON the other hand, I hear Carrie Underwood and Kelli Pickler all the time. I heard Kelly C and Chris D and even kimberley Locke, Rueben and Clay...no Taylor..he did not get radio play.
In Talor's defense, hes stuck with the whole pain in the tush that winning can provide. The lousy songwritting, marketing, etc. is in large part due to the fact that they don't care about him, and didn't want him to win, so they will not help him to be a big success.
He will probably never do well until he gets out from under the idol contract bs and can go out and do his own thing, sing and write, or have written the kind of songs he is best at. For the record though, I think Chris or Elliott had far more potential for album sales, and Taylor for live performances, so I don't think he should have won either.
"Let's face it, Kelly and Carrie aren't Taylor on the stage in any way, shape or form. ;)"
Thank goodness - they're both far better looking!!
"At least Taylor got his own headline tour, let's face it, Kelly can't, Fantasia and Ruben can't."
Ah, beg to differ. Kelly has done TWO tours where she's been the headliner, and one where she co-headlined with Clay.
When she performed here locally, she sold more seats than Keith Urban, Alan Jackson and Brooks & Dunn, three of the biggest country acts in the US, and this area has a HUGE country music fan base. And Britney Spears is the only current pop female to outsell Kelly at this venue, but that took place before AI-1 even aired.
As for Fantasia and Ruben, they both appeal to a completely different demographic, and both have done headlining tours, altho at smaller venues.
Sorry to hijack the thread, but had to clarify the above.
Post a Comment