I've got a story posted today that talks about the cloning of American Idol competition. Bands and musicians of all kinds are now deluged with opportunities to formally compete for careers.
It's not just American Idol, Rock Star or Nashville Star anymore. There's also this, this and this. Every week brings notice of some new music contest to my e-mail box.
Is all this a good thing? I talked to a handful of South Floridians who've had varying degrees of success with these career derbies, where musicians square off either in person or online, and a mass audience helps decide who wins the ultimate prize -- usually a record deal. The musicians were not opposed in principle to having their art handled like a playoff or a game show, and they recognize the fast-tracking potential of public competition.
But the experience also left some of them bruised. Rejection happens to every aspiring musician, but in an Idol-like contest, losing may hurt more because until you've been sent packing, there's enough hype and dazzle built into the concept to continually feed your hopes and play on your vanity.
Granted, a less simulated approach to career-building -- playing clubs, floating demos, posting songs online -- can appeal to hope and vanity, too, but not in the same way. Because it's a slow climb, the old-fashioned route (for lack of a better term) also has the power to frustrate and discourage at every step, and to force a musician to reassess. Idol competition is designed to obliterate self-reflection: Contestants forget themselves in the heat of the chase, and the producers dangle the big prize like the new car parked on the set of Wheel of Fortune.
Define "competition"
While collecting string for this story, I also talked to an executive at MTVu, MTV's college campus network. MTVu recently upgraded its "Best Music on Campus" search from once a year to several times a year. Each winner receives a small record deal for an EP (a CD of about four to six songs) and a video. MTVu also created a "Best Music on Campus: Artist of the Year" finale, which offers an even bigger record deal and even greater TV exposure. The smaller, recurring contests act as feeder competitions for the big "Artist of the Year" showdown.
So has MTVu built a contest assembly line? MTVu's director of programming, Ross Martin, took issue with any comparison of "Best Music on Campus" to American Idol. "I don’t see it as a competition," he said. He called it instead "an incubator for incredible student music talent, and it's filled with opportunities for students to connect with audiences and to build a career beyond what they would have throught possible before.”
In short, the idea is not to crown winners, but to join listeners and emerging musicians. For people who visit "Best Music" online to sample the music and vote their favorites, "There never has to be one winner," said Martin.
It's true that a music fan could come away having heard 5, 10 or 20 great bands, regardless of who wins. But competition -- the drama of a showdown for a coveted prize -- is arguably a part of what drives the "Best Music on Campus," and gives the concept some of its energy and identity, and some of its attraction for an audience. You can argue whether competition is the point or just a fringe benefit, but either way, I would respectfully submit that the contest gene is encoded into what MTVu is doing.
“It’s like the counterculture’s American Idol, you know what I mean?” said Jesse Ponnock, the University of Miami sophomore who just won a record deal from "Best Music on Campus."
Who's the decider?
Another feature of the new breed of competition is the audience. True, hired judges or the contest's sponsors leave themselves room to influence or decide the outcome. But where the prize is a record contract, a label is surrendering some of its judgement about what's good, and what's appropriate for the label, to the masses.
If you know anything about the egos at record labels, you know that's no small surrender. Geoff Mayfield, the director of charts at Billboard magazine, says a little democracy in talent selection is a good thing, and that the there shouldn't be anything too sacrosanct about the old "A&R" process, wherein the people at a label's "artists and repertoire" division -- industry insiders all -- do the spotting and signing of acts.
I agree. But in some cases the new order gives me pause. Consider two record labels that have participated in MTVu's "Best Music on Campus" searches: Epitaph and Drive-Thru. Both are independents, unconnected to major media conglomerates, and both have specific identities. Drive-Thru is emo and punk-pop. Epitaph is punk, post-punk and hardcore. Both are run by people with a particular vision of music, and they pick who to sign accordingly.
I don't think it would have been easy for either label to share that decision-making with a large, anonymous bloc of voters.
Given the record industry's freefall, maybe more record executives feel they have to participate and have to try to tap into the excitement of competition in order to sell CDs and remain profitable -- on the theory that it's worked so well for American Idol's major label partner, RCA Music Group. Maybe, as South Florida-based musician Bryan Adams (no relation) suggested to me, the labels need contests as much as the aspiring musicians.
Would anyone at Epitaph and Drive-Thru agree? I don't know. Through their spokespersons, executives at both labels declined to talk to me for this story.
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