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Great face, no voice? Auto-tune! Want a dignified entrance? Put your name on a perfume. Want some quirky reviews? Put your face on a cereal box. Not enough money to create a product? Shave your head, OD, start a fight – just make sure the paparazzi catch it on camera.
It’s come to the point that we have to question whether it’s the star’s talent or their marketing scheme which is really getting them to the top. Pop stars today seem to aim to be known for their antics, rather than their talent.
A great example of this is Britney Spears: the woman who went off the rails. She’s defined by those horrible moments in her life, which in comparison to her recent songs, sell. If you have sold your talent (what little there is to offer), what else is left for a singer? Selling yourself, that’s what. If a pop singer is able to attach a defined character to their image, their brand will be compelling for a targeted audience.
In the race to fame, pop singers will use whatever advantage they can get to put themselves forward. However I think many are losing themselves along the way, becoming an image rather than a person. They are becoming a caricature of a small aspect of their life. They are selling their souls to the devilish whimsy of their industry.
A painful example of the ever dwindling pop industry standards is that of the ‘child pop star’ trend. Child pop stars are not a new thing and neither is exploiting them. What is new is the children’s lack of talent. A pretty face and a hefty wallet can take you a long way.
Take Rebecca Black, for instance, the Youtube sensation who released the track ‘Friday’. It’s a horrible song, with a ridiculous amount of auto-tuning and unimaginative lyrics. But, the marketing scheme that was used to propel this into an internet craze, managed to pull the otherwise hopeless singer into the public’s radar. The pop industry is creating a behavioural pattern of using talentless faces to produce money, and then throwing the singers away.
Should we blame ourselves, the consumers, for encouraging marketers and singers to continue along this sick pattern?
Well, demand begets a product. Maybe it’s time to boycott the teen sensations and the celebrity marketing. Maybe it’s better to have one less lonely Bieber in the world. These schemes are not only damaging people’s lives, but they are damaging the quality of music and the music industry on the whole. It’s not the consumer’s fault. But the consumer has more power than any other person in this equation.