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American Idol extends talent search to songwriters
2007-01-13
It's hard to imagine that the producers of "American Idol" would want to tinker with the show's formula following last season. After all, the hit reality program -- a talent search for music's Next Big Thing -- was 2006's top-rated TV series by a wide margin. But when the "A.I." juggernaut returns for its sixth season January 16, that's just what they'll be doing. Muzi.com News 10032373-0 (muzi.com)In the biggest tweak of the show in years, a new national songwriting contest will be introduced and run parallel alongside the usual singing competition. The winning song, as determined by viewers, will serve as the first single from the champion of "Idol." Muzi.com News 10032373-1 (muzi.com) It's fine-tuning like that -- a quintessential "Idol" touch -- that has enabled the franchise to maintain its steady upward trajectory during its five-year run. Last season was the show's biggest and best yet. According to Nielsen Media Research, the show averaged more than 30 million viewers -- ratings that trail only the likes of special one-off events like the Super Bowl and the Academy Awards. What is more, Ad Age says the show generated more than $500 million in TV sponsorship revenue in 2006. It now sets the value of the "Idol" franchise at $2.5 billion. A record four contestants were signed to album deals with Simon Fuller's record company, 19 Entertainment: Taylor Hicks, runner-up Katharine McPhee and finalists Chris Daughtry and Kelly Pickler. Muzi.com News 10032373-2 (muzi.com) Now the franchise -- which through the years has given rise to the platinum-selling careers of Kelly Clarkson, Carrie Underwood, Clay Aiken, Ruben Studdard and Fantasia Barrino -- is thinking even bigger as it heads into its latest season. Muzi.com News 10032373-3 (muzi.com) Says a relaxed and confident Fuller, "Idol" creator and mastermind, "We're just hitting our stride." Muzi.com News 10032373-4 (muzi.com) So what can viewers, not to mention advertisers, expect in the season ahead? Muzi.com News 10032373-5 (muzi.com) Details of the songwriting contest are still being sketched out, but it will be open to amateurs, with demos submitted through an "Idol" Web site. The show's producers and judges will whittle entries down to a dozen finalists, which will be performed in the show's stretch run and put up to a vote by the audience. Muzi.com News 10032373-6 (muzi.com) The winner's song used to be chosen by Sony BMG executives and the show's producers early in the season. But picks of groaners like "Do You Make Me Proud" -- the song season five winner Hicks had to perform as his first single -- prompted Fuller to rethink the approach. Muzi.com News 10032373-7 (muzi.com) "I want the moment of an unknown songwriter's song being performed by the hottest newly discovered singer in the country," he says of his new vision. Muzi.com News 10032373-8 (muzi.com) The show is expected to start soliciting entries shortly after the end of the auditions. In an ideal world, previous "Idol" contestants will return to the show late in the season to give the songs a test run. But nothing has been decided. Details on the prize package are still to be determined as well. Ditto voting, which is expected to happen online. Muzi.com News 10032373-9 (muzi.com) Also, show executives tell Billboard, look for rock singers. Given the success of performers like Chris Daughtry last season, and Bo Bice and Constantine Maroulis in season four, rock performers are turning out in greater numbers to try out. Muzi.com News 10032373-10 (muzi.com) Meanwhile, Hicks' win last year has attracted more of what executive producer Ken Warwick terms as "quirky" singers, and producers are also promising some great characters, too. Think Elliott Yamin, the good-natured soul singer whom judge Paula Abdul described as one "funky white boy." Muzi.com News 10032373-11 (muzi.com) And it wouldn't be "American Idol" without some powerhouse voices. Muzi.com News 10032373-12 (muzi.com) "We have a kid who is going to give Aretha Franklin a run for her money," Warwick says. Muzi.com News 10032373-13 (muzi.com) Celebrity judges and guest performers will be part of the mix again this year, too. Muzi.com News 10032373-14 (muzi.com) In the national tryouts, guest judges are back for auditions for the first time since season four. Jewel is a guest judge in Indianapolis, songwriter Carole Bayer Sager sits in on the session in New York, and Olivia Newton-John joins the judges in Los Angeles. Muzi.com News 10032373-15 (muzi.com) Judges Simon Cowell and Randy Jackson have publicly cited Paul McCartney and Mariah Carey at the top of their respective wish lists for this season. But no guests have been publicly confirmed. Muzi.com News 10032373-16 (muzi.com) And look for what Warwick describes as an "absolute mega-night" when the show trims the number of finalists to six contestants. "We're a bit concerned at the moment that it will overshadow the final," he says. Muzi.com News 10032373-17 (muzi.com) LIVING UP TO LAST YEAR Muzi.com News 10032373-18 (muzi.com) Even by its own Teflon standards, "Idol" was unstoppable last year. Muzi.com News 10032373-19 (muzi.com) Warwick says the key was the diversity of talent. "Everybody loved somebody on the show and wanted them to do well," he says. Muzi.com News 10032373-20 (muzi.com) Another key has been the show's use of technology. The usage of voting over the telephone and through text-messaging has given fans a sense of investment in "Idol" performers. A staggering 570 million votes were reportedly cast in last season's finale. Muzi.com News 10032373-21 (muzi.com) Increased star power also aided the show's already massive popularity. Muzi.com News 10032373-22 (muzi.com) Last year saw guest turns by Stevie Wonder, Barry Manilow, Shakira and Wyclef Jean, Kenny Rogers, Rod Stewart and Andrea Bocelli. Muzi.com News 10032373-23 (muzi.com) And the finale featured appearances by Mary J. Blige, Live, Meat Loaf, Al Jarreau, Toni Braxton, Underwood, Aiken, Dionne Warwick, Burt Bacharach and Prince. Muzi.com News 10032373-24 (muzi.com) Fuller listens to his own success story and acknowledges that it's all "pretty spectacular stuff." But, he adds, he's more concerned with quality control than growth at this point. "We are determined to maintain the standard," he says. "It won't necessarily be growing each year. But I expect it to continue to have huge years. We are past the moment where we are wondering, 'Will it last another year?"' Muzi.com News 10032373-25 (muzi.com) After last season, the producers say they are becoming stricter about making guests play a meaningful role in the show. Muzi.com News 10032373-26 (muzi.com) Shakira infamously missed a preshow meeting with the contestants prior to her appearance, enraging the show's producers. Muzi.com News 10032373-27 (muzi.com) "We hated it," Warwick says. "It was great, fabulous entertainment. But it had nothing to do with the show." Muzi.com News 10032373-28 (muzi.com) Still, the fact that superstars like Shakira, Prince and Blige even appeared on the show is telling of the respect "Idol" now commands from the music business. Muzi.com News 10032373-29 (muzi.com) "With all due modesty, they bloody should respect us," Warwick says. "To a certain extent, we have revitalized much of the music business around the world with this show." Muzi.com News 10032373-30 (muzi.com) 'IDOL' ORIGINS Muzi.com News 10032373-31 (muzi.com) In 1998, when Fuller came up with the idea for what ultimately would become "American Idol," he was managing some of the biggest pop acts in the United Kingdom and around the world through his company 19 Entertainment. Most notably, Annie Lennox was among his clients. But he was hunting for a new way to recruit and develop star talent. A year earlier, he had split with the Spice Girls, a group he managed through their commercial peak. He was looking for a way to re-create the mania that surrounded that band. Muzi.com News 10032373-32 (muzi.com) "My whole motivation behind creating 'Idol' was, 'How can I break artists without having to rely on radio?"' he says. Muzi.com News 10032373-33 (muzi.com) TV proved to be the answer Fuller was looking for. The show would create the star, and in the ultimate goal, he would manage performers. Muzi.com News 10032373-34 (muzi.com) But "Idol" was a slow development process. Muzi.com News 10032373-35 (muzi.com) In the meantime, Fuller created a TV show for the BBC about a mixed-gender pop group he assembled and modeled after the Spice Girls called S Club 7. The show proved he was on the right track. It debuted in 1999 and served as a launching pad for the band's music career. The band enjoyed a string of hits in the United Kingdom during the next three years. Muzi.com News 10032373-36 (muzi.com) In 2001, Fuller's "Idol" vision became a reality in England. He teamed with Cowell, a talent scout for BMG in the United Kingdom, who would, of course, go on to lead the team of on-air judges. The show debuted in October of that year and emerged as an instant smash. Muzi.com News 10032373-37 (muzi.com) The following year, Fuller took the show and many of its key players, including Cowell and executive producers Warwick and Nigel Lythgoe, to America seeking even bigger fortune. Muzi.com News 10032373-38 (muzi.com) As part of the deal, Fox would air the show and BMG would serve as the distributor of "Idol" album releases. Muzi.com News 10032373-39 (muzi.com)
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