What's Wrong with 'American Idol'?

Bob Baker's updated manifesto on how the popular show is creating widespread misconceptions about what it takes to succeed as a musical artist today.

It's one of the most popular TV shows of recent years, drawing tens of millions of viewers every week. Even I admit, American Idol is fun to watch. The show provides all the elements of good pop culture entertainment: passion, emotion, the thrill of victory, the agony of defeat, dreams attained and lost ...

So, what's wrong with American Idol?

Considering it's lumped into the "reality" TV category, the show is doing a great disservice to aspiring musicians (and the public at large) by distorting perceptions of how the music business really works. It sends an outdated message of "dependence" on the industry vs. the more realistic "independence" that artists have today to control their own careers.

The Talent Discovery Myth

For instance, the program leads you to believe that there are hundreds of people like Simon, Paula and Randy out there searching for raw talent they can mold into the next big pop star. Not true. Sure, record companies employ A&R people whose job it is to sign and nurture new artists -- but as major labels consolidate, cut staffs, and get nervous about the bottom line, they no longer have the time or money to develop new acts.

Instead, labels look for artists who are already developing themselves, attracting fans, and selling CDs on their own. There's less risk with an act that has a track record.

Also, the American Idol auditions, in particular, create the illusion that most aspiring musicians lack talent and are delusional, struggling and starving. In reality, there are thousands of talented performers across the country who make good money, have hundreds of devoted fans, and are steadily building careers.

Here's just one example of this modern reality: Over the past seven years, the web site CD Baby has sold more than $12 million worth of CDs (1.3 million units) by independent, unsigned acts. A tremendous amount of quality music is being produced and sold outside the mainstream.

The Danger of Waiting for Your 'Big Break'

One of the biggest myths American Idol propels is that you need the approval of industry gatekeepers to "make it" in music. Sorry, you don't need Simon's or anyone else's permission to be worthy of a career in music. If you wait for someone to give you the green light to create and perform music, you'll be waiting a long time.

Too many musicians claim they need to be "discovered" or given a "big break" to succeed. That kind of thinking puts control of your career in someone or something outside of yourself. The truth is, artists have a lot more power, tools and opportunities at their disposal than they give themselves credit for.

When aspiring artists see the stellar success of Idol winner Kelly Clarkson, they're led to believe that landing a major recording contract must be the ultimate sign of success. Unfortunately, those singers are the exceptions, not the rule. Only about one in 30 signed acts reach significant enough sales levels to warrant a second CD release -- which means nearly 97% of artists with recording contracts fail. Yet, most musicians are still obsessed with getting "industry" approval and think they need a major label deal.

The Ultimate 'Reality'

The smartest musicians understand that building a career independently is the best approach. They promote themselves, book their own shows, produce and sell their own CDs, and establish relationships directly with fans. Doing so, they learn the ropes and slowly develop the skills and business savvy needed to reach higher levels of success.

It's misguided for artists to think they need massive exposure and the approval of music industry honchos a la American Idol to succeed. That knee-jerk reasoning is based on a decades-old business model that is gasping its last desperate breaths. It's a new day. Now it's all about self-empowerment. Musicians need to claim their personal power, take their careers into their own hands, promote themselves relentlessly, and create their own lucky breaks.

So enjoy American Idol for the "unreality" entertainment that it is. But pursue your dreams with the understanding that you are in complete control of your musical aspirations and development.

Become an Instant Cult Classic

Outrageous Music Marketing Idea #2

The success of the quirky film Napoleon Dynamite has me thinking. The movie itself is still growing on me, but I'm fascinated by the buzz it has among people who really connect with it. Most of my friends who rave about it have seen it numerous times and claim that the more they see it, the more they appreciate and enjoy it.

What a nice position for a filmmaker to be in. Admittedly, a lot of people don't like the movie and its flat characters at all. But those who do appreciate the film like it a lot -- and preach about it to their friends, memorize lines, encourage theatres to have midnight showings, etc.

How can you tap into that? It's hard to manufacture cult status, but here's an idea: What if your music CD came with an accompanying trivia game? And what if the game tied directly into the theme, style and lyrics of your music? The game instructions could be included in the CD sleeve or delivered separately to everyone who bought one. Or, to make a greater impact with the trivia game idea, you could package the CD in a DVD case or even a small retail box.

To make this work, you'd have to come up with a cool, interactive game idea and have a CD filled with interesting, funny or insightful lyrics and music. But if you can get people examining the nuances of your material and sharing notes with other people who are memorizing your stuff, you might have some powerful buzz going for you.

Check out my blog at MusicPromotionBlog.com for more outrageous ideas. But hopefully, these will get your wheels turning in the meantime.

Outrageous Music Marketing Ideas

by Bob Baker

I'm not sure exactly what triggered it, but recently my mind started popping with creative, off-the-wall ways to promote your music. So I jotted down some notes and am sharing them with you in this article.

I'll let you determine whether these are truly "outrageous" ideas. But one thing is for sure: They certainly aren't the traditional things that most musicians think about when they do marketing.

Ready? Here we go ...

Outrageous Music Marketing Idea #1
Turn Yourself Into a Happy Meal

I definitely advocate that indie musicians *not* try to emulate the same tactics as the major labels. However, there are times when you can take one of their ideas (or an idea from a related entertainment industry) and give it a small-scale spin.

You know how the major film studios promote their new animated features by tying into fast food chain kid meals, such as the McDonald's Happy Meal. Most likely, you won't be able to land a nationwide Happy Meal deal. But you might be able to do something cool with a local deli or restaurant.

I know a couple of radio disc jockeys in my town who have sandwiches or special meals named after them at certain eateries. Why couldn't you do that? Especially if you perform regularly at a particular coffee shop, bar or restaurant.

For example, if your band is called Sweet Potato Sunrise, approach a manager with the idea of offering a Sweet Potato Sunrise omelette, or a Sweet Potato Sunrise latte, or a Sweet Potato Sunrise daiquiri?

You get the idea. The special name would get you exposure at the establishment whenever it's open (hopefully, you're item will be listed on the menu). Plus, you can use the unique promotional angle to get mentions in the local press.