Idolizing Idol

What does the success of American Idol really say about the future of the industry? With the advent of the internet, listeners are growing accustomed to getting what they want when they want it -- legally or otherwise. Record labels are being phased out in the face of peer-to-peer file-sharing and social networks givings new bands opportunities to play and earn money.

Now shows like American Idol, not record labels, are breeding divas. Once again, it seems that major record labels are only interested in signing acts that already have a fan-base. In an American Idol's case, a fanbase of millions of people, a fan and producer in Simon Cowell, a new look thanks to Idol's make-up artists and stylists, and advertisers clamoring for endorsements. It's hard for the average band to compete with that kind of following. What results are cookie-cutter pop artists born and bred in a vacuum.

The show began in 2002 under the auspice that the show was looking for the best singer in the country. In reality, the show was really looking for "realistic" entertainment. More than the show is about good singing, it's about the terrible singers and auditions the show encounters along the way, as well as what the judges will rip on the singer for next. Viewers don't want to see good singers, they want to see bad singers or good singers mess up. Further, and most importantly, viewers like the sense of competition and the ability to participate in the process.

This should say something to record labels. Viewers and listeners want to be apart of the process. They enjoy feeling as though they are cultivating the underdog. Much the way a teen discovers a local band on Myspace, downloads their music, purchases their merchandise, and continues to follow their career, American Idol viewers feel they are helping the artist by calling in and voting.

The difference seems to be in the generation. My little brother, 18, downloads the band from Myspace; my mom, 55, watches American Idol and calls in. Regardless of the medium, it's clear that this idea of "supporting" the artist resonates with viewers and listeners. Perhaps if there was a way to instill this feeling in the listener in terms of purchasing music or listening to terrestrial radio, they would be much more inclined to do so.

Much the way it's important to reward a dog for completing a trick or giving a student a good grade for sacrificing their time to study, positive rewards are necessary in all aspects of life. If the RIAA could somehow understand that by providing incentive or appealing to listeners positively they would be more likely to achieve the results they desire: people paying for music. Punishment is not enough. Give viewers and listeners what they want -- an opportunity to participate in the process.