One year ago, Susan Boyle represented just one of the several million unsigned artists with serious talent obscured by anonymity. At 48-years-old, the choirgirl with self-described "crazy hair" would have been forgiven for thinking the window of opportunity had passed on her dream of becoming a professional singer. Fortunately for Boyle, a confluence of recent developments in technology and culture provided the conditions for a rapid ascent.
While the music industry responds to the recurring nightmare of continually decreasing CD sales by sleepwalking through the same failed practices that stopped working years ago, Boyle's "Dream" provides clues on how to revitalize the business of music.
Today, Boyle's album, I Dreamed a Dream, is topping the charts for the fourth week in a row. It was also the second best-selling album in 2009. Her album sold 701,000 copies in its first week, the biggest opening sales week for any debut album since 1993. Boyle's audition video attracted more than 120 million views online in 2009, far eclipsing the other top videos (the runner-up had just 37 million). According to Google Trends, the search term "Susan Boyle" was extremely popular across the world in multiple languages. Her name was the second most typed-in term on Twitter in '09, topped only by Michael Jackson. Even 50 Cent expressed his desire to partner with Boyle. The rapper recently told Billboard, "We'd make a hit... She's got an amazing voice, and together we'd get everyone dancing."
What does Susan Boyle's meteoric rise to international superstardom tell us about the evolving landscape of the music industry?
Susan Boyle represents a surging wave of new content creators:
With over 12 million musicians and more than 100 million songs accessible on the Web today, Susan Boyle stands at the vanguard of an explosion of creative musical talent unprecedented in its global breadth. Easy access to music production tools and the success of shows like American Idol have enabled and inspired many of these artists. However the sheer volume of new music only adds to the challenge facing new talent like Boyle who are looking to build a large fan base and differentiate themselves.
The Web helps musicians build strong, viral relationships across the globe:
Susan Boyle wowed the audience at her Britain's Got Talent audition, but her sales would never have skyrocketed if her online video had not been so incredibly popular. Recent studies show people spend more time on social networks than information portals like Google and Yahoo, and that the average time spent on Facebook has increased by nearly 700% in the last year. Artists launching compelling content virally on social networks like Twitter and YouTube have the potential to reach more than 600 million people.
Niche targeting revitalizes the fragmenting market of the music industry:
Today's online tools allow for targeted marketing, meaning consumers get precisely the right music exactly how they want it. According to the New York Times, Columbia Records said one of the reasons that Boyle did so well was the fact that they determined Boyle's album needed to reach an older, primarily CD-buying audience, and prepared for that by placing the album through non-traditional retailers like QVC and Walgreens. The targeting strategy also leverages viral social networks, which allows music to spread through multiple niches unrestricted by location.
Record labels are being forced to re-construct their business model. A hungry digital audience awaits sincere artists looking to make meaningful connections, as demonstrated by Susan Boyle with the fulfillment of her "Dream." Boyle's story proves there are many talented artists waiting for an opportunity to have their music heard and new approaches for them to connect with fans on a global scale.
I am an independent artist who recently got signed. I have used all the social networks and Internet sites to help get my music and name out there. Most of my music is in downloadable form and I give most of my music away for the exposure. Most recently however, I discovered a great new site called Uplaya which was able to get my music in front of those that matter and help take my career to the next level by the exposure that it brought me. I believe that people always respond to something real and true and will go out and buy a CD that speaks to them.
AM
Let's bet back to basics. I love how the people who are buying Susan Boyle's cd in record numbers are being described as "older". I think her music appeals to many age groups. But maybe it's because all of us so-called "older or middle-aged people" remember the great artists we heard when we were young. The Beatles, the Rolling Stones, Motown, Sam Cooke, Elvis Presley, Little Richard, Chuck Berry, Buddy Holly, the Doors, Jefferson Starship, Queen, and too many more to name, have spoiled all of us "older" folk. We were spoiled by all this amazing talent.
It's not complicated. The music industry just has to get back to basics, what's really important. Susan Boyle's success is too massive to ignore. There is a real hunger for someone with a real voice.
Seriously after watching the AMA's this year I was disgusted by the quality of the musical performances of Rhianna, JLO and especially Taylor Swift, their thin off key warbling was Ter-rib-le. Jay Z and Alicia Keys perfomance was the only one worth a t^urd. It would be nice to see substance win out and some normal folks taking the stage at these shows where the musical "elite" get together to slap eachother on the back.
Although I will say this post does make you think, and rethink the way we do, and see things. And who knows, perhaps I'm wrong. I do believe though that American Idol should, like America's Got Talent, NOT have an age limit. Therefore allowing greater opportunity to a larger group of talent.
Joel Santos
Author of the blog Re:Wind - Love, Sex, And Family
http://wp.me/KNPv
I love to watch her as well as listen to her as she brings a message of hope and joy!
I believe that American Idol failed their top three in 2009 in various ways. The youngest, and inexperienced, Allison Iraheta at 17, dons bright red dyed hair covering her face, and the most bizarre, unflattering clothing creating a gross distraction from a beautiful figure, face and amazing voice. Kris Allen, 25, with sex appeal, good looks, personality and a dreamy voice, wore a lame plaid shirt - the image of an adolescent, geek throughout the Idol tour. Adam Lambert, 29, pretty boy, while oozing sex appeal, theatrical and high range voice, made his post idol debut performance at the AMA's in an impromptu lewd interpretation that brought wide complaints and problems with the FCC. These are three beautiful, incredibly gifted young talents with apparently no guidance from a source of experience to monitor, market them appropriately or successfully. All three should be where Susan Boyle is now because of their talent, but all have become victim to image and album overproduction issues. David Foster to the rescue?
I bought Susan Boyle's CD because while there were a few that I wouldn't have chosen myself, I still actually like all of the songs on the CD.
I can't remember that ever happening before.
Of course then there's that absolutely beautiful voice too!