Is Shanice a Marketing Genius?

Do you guys remember Shanice? Oh, you know... she had a big hit in 1992. "I Love Your Smile." Yes? With the catchy chorus and the obligatory 90s rap interlude?

Well, even if you missed her heyday, you should pay attention now. Shanice may have devised one of the most brilliant marketing campaigns of the internet age.

Here's the deal: Like so many faded pop stars, Shanice hasn't stopped making records. She's just releasing them online instead of through a major label.

But it's hard enough to get noticed when you've currently got a song on the radio. (Just ask O.A.R. Who? Exactly.) How's an artist like Shanice supposed to stay relevant?

Well... how about with a "video mixtape?" That's what she's calling a series of low-tech performances she started posting on YouTube about two months ago. In what appears to be her living room, she stands in front of a camera and belts a cappella renditions of current smashes like Beyonce's "If I Were a Boy" and Rihanna's "Take a Bow"

And why is this genius, you ask? For one thing, people searching for the original versions of these hits are likely to stumble on Shanice's covers. Suddenly, even folks who missed her peak could discover her, all because she appended her name to the women who inherited her crown.

Of course, any dweeb can post a karaoke version of a Beyonce song. (And they have.) But since there are bound to be people who remember her, Shanice's videos have a leg up.

And here's the most exciting part: When she sings these songs, Shanice sounds really, really good.

That's no small feat. In a pop age when vocoders and pitch correction and "studio magic" are more prevalent than ever, we rarely get to hear artists singing without help. (And sometimes when we do hear them live, we realize they sound better with technology.)

With her unadorned performances, Shanice proves she still has a textured, powerful instrument. Her online savvy lets us realize she's a excellent singer who deserves a comeback.

And who knows? If enough people get wise to her videos, Shanice actually could recapture the spotlight. If Spaghetti Cat can get a clothing line, why can't a professional performer with stellar pipes earn another hit?

As of this writing, almost 450,000 people have watched Shanice sing "If I Were a Boy." If all those viewers buy her next single, an avalanche of video mixes could follow. The moment we see Lou Bega covering Lil' Wayne, we'll know she heralded the future.

Comments

[kevingiampa]

Dude, your post is part of the "internet genius" approach that sounds and reads like just old-fashioned marketing. You think she's a good singer, she's found a way to get heard by you, you post on a blog with wide readership that tells others about her music. It's smart, I'm just not sure what's that new about it- except, of course, that it makes the old process quicker and easier, which is no small thing, to be sure. Still, I wouldn't call it groundbreaking stuff..

[Mark Blankenship - Huffpost Blogger]

Fair enough... and I didn't know about the Todd Rundgren thing. I guess since it was a new approach to ME, I got over-excited... like the guy who thinks he's discovering bagel pizza when he makes one in his kitchen.

But still... it's a cool way to get yourself back out there.

[lenzorizzo]

Nothing new here. Todd Rundgren started that with his subscription service years ago.

[omenapt]

TODD is GOD

[SD61]

Wow. That girl has a set of pipes on her. Pour me another cup of that coffee!

[tantan75]

I'm going to assume you made a mistake by linking to Mariah Carey as an example of a singer who doesn't sound good live. I've heard her live on several occasions, and she's one of the best. As opposed to someone like Britney who wouldn't be caught dead singing live (no pun intended). Did it ever occur to you that Shanice was a one hit wonder because of her songs, not her voice. That's probably why she has to do covers of other successful artists. Maybe if she came back with an original HIT, she could get off Youtube, and back on MTV.

[Haditup2here]

Shanice is not a one-hit wonder. I take it you don't listen to a lot of R&B music or a lot of music that is not "Pop" music. That is almost like me making such a comment about Kelly Pickler when I am not one who listens to country music on a daily basis. Why don't you do some research before coming down on an artist?

Besides, I don't care what anyone says. "Pop" music is nothing more than white-washed and filtered down R&B and if you googled "Shanic" in "You-Tube" you would know that Shanice has been out long BEFORE Mariah and Britney came out on the scene with two Albums. Just because someone hasn't "cross-over" or appealed to a "Popular" audience doesn't MAKE them IRRELEVANT or a ONE HIT WONDER. Your narrow mindedness is really telling.

[NFS]

Shanice Wilson was (is) an awesome talent and was far from vapid. She runs rings around most of hte singers out there now with her unique voice and I hope she makes an amazingly successful comeback. Hell, if Britany can do it with the trainwreck of a life she's led, Shanice can certainly do it.

[RobinSeattle]

Shanice Wilson was a vapid one hit wonder. Who cares what she's doing now? You almost sound like her manager.

[bokiluis]

So cynical the first work day of 2009?

Have you ever heard of fans, admirers of an artists' work? Why does the above poster, NFS, have to be disguised as her manager.

With an attitude like that, RobinSeattle, you are in for a rough year.

Oh yeah, and though she only had 1 pop hit, "I Love Your Smile", she has had several hits in the R&B marketplace.

If you didn't know, act like you do.