The popularity of the music we listen to is directlyproportional to the amount of press an artist receives. Thisincludes full-page ads in magazines, appearances on televisionshows, and bribing MTV to play your video every hour. Suddenly,Maroon 5 is everywhere -- including stuck in your head -- and youfind yourself buying several copies of their CD, orderingnonofficial Maroon 5 shirts online, or maybe even sending themblank checks in the mail. I would certainly have a lot more moneywere it not for the perils of music advertising.
Alternatively, inappropriate promotion can kill a career. Take,for example, Janet Jackson, whose wardrobe malfunction might havetainted her illustrious 20-year career. Of course, that was just anaccident, and at press time, the first week's sales of "Damita Jo"had not been calculated.
On the other end of the talent spectrum, there is "AmericanIdol" reject-turned-star William Hung. You may know him simply asthe "She Bangs" guy.
Overlooking his adult film surname, what you find in Hung is ayoung college student from Hong Kong whose accent and excitabilitycauses him to stumble through each line while the millions ofpeople who watch can't stop laughing. He just looks around, shrugshis shoulders, and sings his heart out like a sweetly out-of-placeforeign exchange student giving a morning assembly speech on sexualreproduction.
Hung is a karaoke fan's wet dream-slash-nightmare and isreleasing his first album, titled "Inspiration," this month. Wecall him an inspiration because he has managed to gather fame andsuccess in the music industry without a drop of singingability.
On the "Today Show," Hung said, "I can't even believe thatsomebody would give me the opportunity to do what I love. I lovesinging. I love performing for the audience."
When asked why Hung is so popular, US Weekly music editorShirley Halperin remarked that "Hung really is like the ultimateunderdog. There's something about the sincerity of William Hungthat really attracts people."
No, Shirley, it's the promotion. Only in America with enoughendorsement could the worst singer on Earth earn a record contractand sell thousands of records to actual fans. You cannot get awaywith calling it inspiration.
When he appeared on "American Idol," viewers didn't say, "What aheartfelt performer. His spirit truly inspires me to fulfill mydreams."
They laughed and then called their local radio DJ, asking themto play it again, so they could laugh some more the nextmorning.
When he performed on the "Ellen DeGeneres Show," viewers didn'tsay, "Man, he's really hanging in there. I am so happy that I livein a country where a person with a dream can somehow against allodds make it big."
No, they programmed their TiVOs to record it so they could watchit on auto-repeat and laugh themselves into a coma.
If anything, Hung's popularity doesn't say anything about thepower of the human spirit. It just reiterates the fact thatAmericans think it's funny when people with thick accents sing.That's nothing new; it's just something that can be sold easily.This CD should be called "Promotion" instead.
So, good luck to William Hung. If you want my advice on success,just be good to your fans. And answer their letters, unlike stupidMaroon 5 -- who I hate, by the way.
Write to Gregory at gttwiford@bsu.edu
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