Saturday, October 31, 2009

New Kid in Town

Recently, someone at Clay Aiken’s official fan club posted a question. What would you like to see Decca Records to do for Clay as we wait for his album promised in the first half of 2010? It’s an interesting question and it’s perhaps too simple of an answer to say, everything.

But I’ve actually been watching how Decca treats some of its other pop/crossover artists. They have some household names like Sting, Rufus Wainwright and Andrea Bocelli. They have other artists that are pretty well known in their genre or region like Morrissey. They are releasing an interesting B side album to help promote his tour, despite having a new album released earlier this year. A great, simple idea to get his fans excited and informed of his next big thing. They have people I’ve never heard of like Gary Go but it seems that they have developed specific promotional opportunities that try to play to his strengths or unique talents.

I already knew that Decca would work the social media outlets well; their parents at Universal Music Group seems to be on the forefront of that promotional path. Just the fact that someone is working Clay’s Twitter account (albeit at a low level) is something new.

What I am hoping for in the marketing plan is something that isn’t cookie cutter yet still well planned and deliberately integrated rather than feeling thrown together with just the basics covered. (Exhibits A and B-the last two album promotion cycles for Clay.)

I’ve watched the recent promotion of Sting’s new holiday album called If on a Winter’s Night. There has been traditional promotion along with other articles popping up in different places. I love the fact that there is a performance DVD being offered as a companion product. A concert DVD of Clay has always been a dream of mine. (As an aside, it’s also been a dream of mine for Sting and Clay to present together at some music award show. They are both former teachers, both known for their philanthropy and both recognized by one name. Clay did a beautiful version of Sting’s Fields of Gold at his 2004 concert.)

So what does this mean for what I hope to see for Clay? At this point, I’d take news of any kind. The natives are getting a bit restless. But I’ve developed enough marketing plans to know that they have their own timeline and while they can be fluid based on the dynamics of the industry, they also require structure. (But a little strategic tweet wouldn’t be blowing the whole thing, would it?)

But, this is my blog so I can fill it with a bunch of I wants , right?

I want a press release that screams respect and pride that Clay is a Decca artist. One that is well written (you’d think that would be a given but alas…) where natural sound bites can be pulled by a lazy media.

I want to be jealous of the person who created such a well planned promotional strategy, not one filled with second tier television where he doesn’t even sing.

I want a single that isn’t a ballad. His previous label missed the mark every single time after Invisible. (Hey,did you like how that word worked in two different ways..Every SINGLE time. Oh shut up, that sounded funnier in my head.)

I want an album with the eclectic sounds of the wonderful and barely promoted On My Way Here, which had something for everyone in terms of genre and tempo. If you ask my preference (and even if you don’t) I’d prefer no covers but if you must please avoid someone else’s signature song. He deserves his own.

I want Decca to capture his strengths which are many, but also to push him a little out of his comfort zone. He’s that good. The last time someone did that, we got the lyrical gem of Lover All Alone. I hope you can tease, coax, nag, pay him to write more.

The fact that this voice hasn’t graced a soundtrack is criminal. And that’s all I am going to say about that.

I would also say to Decca-Engage the fans. Keep us informed, when we get news we process it, discuss it from 17 different angles and then move on. We don’t do well with silence. Despite a reputation mostly created by the media; the Clay Nation is smart, technically savvy and will act like a well trained army. Give us direction and a task and stand back. Yeah, we have some over the top fans but what musician or sports team doesn’t?

As an aside, please don’t use the word Claymate in any official press or on any of the sites. Half the fandom dislikes the name and it doesn’t really sound very welcoming to a casual adult fan or a male fan. I know that the media loves it but please let’s not feed the beast, ya know?

He was “discovered” on TV and he reaches his best and widest audience that way. It seems like forever since he has performed on prime time TV. He is a double threat in that he can act as well so there are plenty of opportunities for him to get exposure just for “brand awareness” as well as specific music promotion.

Clay is very capable of a water cooler moment. He stole the press cycle after the finales of AI2, AI5 and AI8. I think an unexpected acting turn that shows his darker side would do the trick. He would be hilarious returning as Kenneth’s cousin on 30Rock but I kind of hope for deliciously evil turn on Lie to Me as well.

Please do the same type of live performance DVD that Sting is offering right now and that Rufus Wainwright released in September. Most of the public, even those who consider themselves fans, know the great voice. They don’t know the bawdy, sarcastic, frighteningly quick witted consummate concert entertainer. Show the world the total Clay Aiken, the one that probably prompted you to sign him in the first place.

I am sure that the smart folks at Decca/UMG know all of this but I’m tired of people asking me what Clay is up to these days. I much prefer them to tell me they keep hearing about him or reading about him.

On a more shallow note I will shamelessly beg for a look with longer hair of any color. If I never see another spiked hair on that very smart head, it will be too soon. That casually sexy blond man standing next to David Novik will do just fine.

I’ve got a lot of faith in you Decca, please don’t let me down.

**********************************************************************************

And here's a little Fields of Gold from 2004. Hard to believe this was five and a half years ago. It's a little shaky, the fandom hadn't yet mastered the art of stealth video. It is preceded by a part of Measure of a Man. This was a special concert where Clay had to clear his throat and told us to sing. (I was at this concert.) He wrote in his book that he was overwhelmed at how much his life had changed and how much he felt it at that moment.



But that same beautiful ballad singer can dance and sing rock too, as he did here in Jukebox Tour 2005.



And of course I prefer original music, too bad this never happened back in 2005 before the mandate of love song covers.



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Posted by Corabeth at 9:35 PM 6 comments

Monday, October 19, 2009

Change you can believe in

This weekend I had the privilege of attending the annual charity gala put on by the National Inclusion Project (formerly known as the Bubel/Aiken Foundation). I have been supporting this charity since its inception because of its wonderful vision of providing an environment where all children (those with disabilities and those without) could live, learn and play together. But given my busy schedule of full time work plus house, husband, two teenagers and a crazy half Chihuahua, support for me meant for the most part writing a check a few times a year. I am fortunate to have healthy children, nieces and nephews so I haven’t had to immerse myself in the programs, setbacks, breakthroughs and challenges that those families of children with disabilities must wade through on a daily basis.


I did purchase a copy of a book published by the Project called Our Friend Mikayla to send to our local elementary school a few years ago. The book is written and illustrated by a third grade class and describes how they approached the inclusion of a classmate with a severe disability. It shows that children have an innate way of seeing past the wheelchair or other differences and just finding a way to play. Adults should be so wise. I received a lovely note two days later from the special education teacher who gushed over the book and couldn’t thank me enough. She was immediately putting it into the program for all children, not just her students. She said it was exactly what she had been looking to find for a few years. I thought that maybe this young charity was really on to something here.

Every year for their annual Gala, I would send a donation and listen to the speeches on videotape after the event. But this year friends and I decided to journey to Raleigh, North Carolina and attend for ourselves. It was a big year for the charity; they announced their name change and an aggressive series of goals. They had just received a four star rating from Charity Navigator, the highest ranking given by the largest independent charity watchdog. This makes them the highest rated charity in their field. And just this weekend, the Project received a special donation from The Christie Cookie Company as the leading vote getter in their charity contest.

I was not prepared for what I experienced. I had not realized how progressive their programs were and how they were embraced by other, more well known programs including the Boston University's Camp Shriver program. The Director at Shriver noted that the Project’s camp programs and curriculum were “genius” and they will be adopting their model. I think everyone around our table mouthed “wow”.

They presented Champions Trophies to three deserving groups. The first was presented to two high school cheerleaders who developed a program called The Sparkle Effect which incorporates children of all abilities into their program. They have even developed an online model for other schools. The young women accepting the award were poised, composed and articulate beyond their years. I have a daughter the same age and I think I sat there feeling like a proud mother. I can’t imagine how their mothers feel. Kind of brings a new meaning to “and a child shall lead them”.

The second winner was the corporate award given to Mitsubishi Electric. Their Mitsubishi Electric America Foundation (MEAF) is an integral part of the company and works hard at a number of initiatives important to the Project. It was wonderful to see such a solid corporate partnership.

Finally, a Champion Trophy was presented to a young man named Patrick Henry Hughes, along with his father Patrick John Hughes and Patrick’s band leader at U of Louisville. Patrick Henry was born without eyes along with other physical challenges. He is a musical prodigy and he plays trumpet in the marching band, with his father pushing his wheelchair. I’ve been in a marching band, it’s hard enough to remember the music and the steps, never mind doing it while pushing a wheelchair. We were treated to a few songs on the piano and I was amazed at his musicality and his stage presence. I remarked that Patrick was living proof of what the Project was trying to achieve because you forgot he was blind and you forgot he had other physical challenges. You simply enjoyed the music and laughed at his enthusiasm.

Previous winners include the family who produced Including Samuel, which can be seen on PBS this month.

As someone else said this weekend, it is truly amazing that this charity started as a college assignment for Clay Aiken to complete his degree in Special Education. His and Diane Bubel’s vision is more than a reality. It’s changing the reality of thousands of children.


To learn more, please visit Inclusionproject.org

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Posted by Corabeth at 8:28 PM 2 comments

Saturday, September 12, 2009

Anticipation

There are signs everywhere. That line was repeated a lot in the romantic comedy “Fool’s Rush In". Sure it’s easy to read into something if you want to believe it bad enough. But sometimes logic just tells you that the signs are real, they are important and they are leading to something good.

Lately, the signs surrounding Clay Aiken have reminded me of watching that staging light that professional dragster racers watch before they hit the gas. Ever since it was announced that Clay has signed with Universal Music Group’s Decca Records, good things are evident. I sense motion and change that will serve as the foundation of better things. I can hear the engines revving in my head as the pulse of activity grows stronger.

Clay’s official fan club site made a brief announcement about the Decca signing and a new album in 2010. Decca is expected to make an official announcement as they typically do when they sign a new artist. But they aren’t standing still. They added him to their artist roster and began building his artist page. His social media sites like MySpace and Facebook have also been updated and now his management will operate his official Twitter site, @Clayaiken.

Decca and Universal have always been active in online marketing but they are also paying attention. When Jimmy Fallon made a joke about Clay signing with Decca, the folks at Decca tweeted back with some information to counter it. As an aside, why is it Fallon jokes about Clay so much? As a fan pondered recently, did all the writers not good enough to follow Conan to the Tonight Show (which is a scary thought on its own) get stuck writing for Fallon? Was there a sign when they turned in their resumes that said line forms to the right for those with a fourteen year old’s mentality? Sorry, I digress.

Recently, Decca posted a picture on Twitter of Clay with David Novik, who is the VP of A&R at Decca. A&R professionals match the artist with the songs and material that they will record. Clay looked gorgeous. Mr. Novik looked quite happy and filled with his own kind of anticipation at having this kind of talent to work with. Or is that “with which to work”. Sometimes good grammar makes a dull sentence. I know, I know. I digress once again.

The fans happily tweeted back and Decca noticed. They responded with a tweet of their own (boy, the lexicon of Twitter makes me feel like a pre-schooler). They were quite happy to see how enthusiastic we were (original meaning, not Clay’s synonym for crazy) because they shared that enthusiasm with us. A music label interacting with the fans? What a novel idea…

Mr. Novik has said in online interviews that he feels strongly about an artist combining music with touring and merchandise. Clay’s always been a strong seller of merch and so fan anticipation grew a little more when the official store was down for upgrade. Clay indicated they are working on a calendar. My anticipation grew exponentially with that comment because he hasn’t sold one in a few years. He must like what’s coming down the road if he plans on releasing one. (Most especially because he hates photo shoots!) I wonder if they ever read that thread about fan suggestions for items in the store. One can never have enough striped socks, although I’m an argyle person myself.

Anticipation... For a new album produced by a company whose first comment about their artist is “enthusiastic” and not the snide comments from the old label found in the 2003 TIME Magazine article.

Anticipation... For utilizing all avenues of promotion and a core fanbase that knows how to help spread the word.

Anticipation... For new pictures and new merchandise

Anticipation... For seeing and hearing him at his annual charity gala next month. Forget the national day of service, this man has dedicated himself to a lifetime of service and I’m happy to go along for the ride.

Anticipation... To hear the Voice again in concert.

Maybe Carly Simon will open for him.



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Posted by Corabeth at 5:58 PM 8 comments

Monday, August 10, 2009

Don't Look Back


There comes a moment in everyone’s life when you know that it’s time for a fresh start. Maybe it’s work, maybe it’s a relationship, maybe it’s even just where you live. I know the time I decided to leave my first real employer, not high school job or the college summers job but my first honest to goodness adult job. I was grateful for the initial opportunity; they took a chance on me when all I had was my diploma and a smile.

But I started to feel that they were using my talents and skills and in return I got more work with more headaches. There was just a day that something in my head clicked. This employer was doing more harm than good for my career. Yes, my customers liked me. Most of my colleagues were good people with the exception of the one or two who lied just to make themselves look better at anyone’s expense. But my career had plateaued there and the only way up was out. It was funny but literally the day I heard that click in my head, I received a call from a headhunter who had a new employer who had heard of my work and wanted me. As it turns out, leaving that job was the best thing I could have ever done.

Don’t look back
A new day is breakin’
It’s been too long since I felt this way
I don’t mind where I get taken
The road is callin’
Today is the day

Today, the fans of Clay Aiken received glorious news. Well it’s kind of part two of glorious news, the first being back in February when we learned he had parted ways with RCA. I wrote about it here Listen blog. You can read there about the stunning incompetence, indifference and self-indulgence from those who were charged with taking a proven seller and treating his recording career like they took the playbook from a college paper graded a D minus. It’s a tribute to his talent (now stretching beyond music), his perseverance and his ability to create loyalty that they failed to beat him down. His situation was similar to mine, only on a grander scale and with a binding contract to boot.

I can see
It took so long to realize
I’m much too strong
Not to compromise
Now I see what I am is holding me down
I’ll turn it around

And now we know that Universal/Decca Records sees what we saw and what much of the world saw. There are enough fans with connections to the recording industry and radio to hear professionals shake their collective heads at the way Clay’s musical career was treated. But, that’s the past. RCA is in his rear view mirror.

I finally see the dawn arrivin
I see beyond the road I’m drivin
Far away and left behind

It’s a new horizon and I’m awakin now
Oh I see myself in a brand new way
The sun is shinin
The clouds are breakin
cause I can’t lose now, there’s no game to play


Universal Music Group's Decca Records has an extremely eclectic artist list offering a wide range of music genres. From Andrea Bocelli to Rufus Wainwright to Sting and a whole bunch of interesting pop, jazz, opera and instrumental artists in between. International artists. Respected artists. Decca was a powerhouse in the early years too with many of the biggest names in music on its roster, from Bing Crosby to Bobby Darin to Bill Haley and the Comets.

And in 2009, they want Clay Aiken.

Universal Music Group (UMG) also gets marketing music in this decade with a new playbook required. They don't rely on radio and trying to insert their artists in between the bubble gum pop princess of the month and 42 Rihanna songs. UMG worked with MySpace to start MySpace Music in 2008. They delivered one BILLION video streams to YouTube in that same year. In 2009, they partnered with YouTube to form VEVO which many are calling MTV 2.0. Videos for the digital age. Personally, I don't think Clay could have found a better fit for his music. His online fanbase is strong and knowledgeable in pushing along internet information. It's a partnership made in digital music heaven.

Here’s the voice of his generation. The one who can put lyrics to a simple melody and create heartache in the form of a poem. Perhaps Decca will give him a chance to do more of that. Here’s one who can sing just about every genre and do it better live than he can in the recording studio, something that would cause a mild breakout of hives in today’s young Pro-tools polished singers. Maybe now we’ll get to see what a well promoted album looks like. Maybe when his new album (promised in the first half of 2010) gets the right spotlight, it will bring attention to his last album, On My Way Here, quite simply the best album he’s ever recorded and one of the best albums I’ve heard, period. Maybe now, the versatile voice and the name recognition will end up on a movie soundtrack, where he should have ruled since 2003. (And maybe now that it is pretty obvious that he’s a damn good comedic actor, he’ll get a little part in that movie too.)

For the first time in years, I feel like those maybes are not just wishful thinking. That the shackles are gone and his recording career will be ruled by strategy and smarts instead of stupidity and imperialism and perhaps even retribution. That I won’t have to watch a mediocre marketing effort that makes my head hurt but instead observe one that makes me jealous that I didn’t think of something so clever.


Clay sang it best in a great song that was a bonus track to the last album.

Walk away let my heart pretend
The dreams come true when the story ends
I get on my feet and start again
Say goodbye to all I've been through
And forget I ever knew you.



Here’s a little Boston . Don’t Look Back, Clay.





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Posted by Corabeth at 7:38 PM 16 comments
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