Pressure is on to sustain popularity of 'Idol'

By Bill Keveney
USA Today

After three months, 25 shows and 10,000 hopefuls, the "American Idol" has been chosen. But for TV's top summer hit, the finale is just the start.

Kelly Clarkson, who was crowned the winner of Fox's popular television show, "American Idol," will release her first single tomorrow.

Coming soon:

• The first single by the "Idol" winner will be released tomorrow. The CD will be released Nov. 26, and other finalists are likely to follow with their albums.

• A compilation album combining the voices of the 10 "Idol" finalists is due in October.

• A Fox special from Las Vegas Sept. 23 will star the show's 30 top performers.

• A 28-city arena tour for the 10 finalists starts Oct. 8 in San Diego.

• New reality series from 19 Television, one of the producers of "Idol," include "Dream Duets" next summer for Fox, which will pair an amateur singer with a star, and "Supergirl," an all-around talent search for ABC. The company also is in talks with NBC for a remake of '60s starmaker "The Monkees."

• A compilation DVD and VHS, including previously unseen footage, can be ordered online now (www.americanidolvideos.com) and will be available in stores Oct 15. An official book already is out.

• And, the obvious sign of TV success, a sequel: a second "American Idol" is scheduled for early 2003

With episodes topping the weekly Nielsen ratings, "Idol" caretakers are aware that the program's popularity has yielded many opportunities.

"Lots of doors open for you," co-executive producer Nigel Lythgoe says before exercising a note of caution. "You always need to be careful what you do in your next project. You are only as good as your last success. ... I just want to make sure 'American Idol' remains popular till the end."

As "Idol" grows in the United States, it is expanding internationally. Successful versions in England, South Africa and Poland are spawning sequels, and the format, under varying titles, is scheduled for Germany, the Netherlands and Belgium, says executive producer Cecile Frot-Coutaz of FremantleMedia. French, Scandinavian, Asian and even Middle Eastern shows are likely.

"We have a number of things in discussion, including a world version," Frot-Coutaz says. "The franchise is very strong."

For the singers, the TV special, concert tour and other upcoming events will be a delight after three months of competitive pressure.

"That's sweet. That's icing on the cake," says runner-up Justin Guarini, 23. "We'll have nothing but fun."

For Fox and the producers, the post-series activities are more than fun and games. There's money involved and, just as important, an opportunity to keep "Idol" in the spotlight, which will be a boost for the next edition, says Mike Darnell, Fox's head of alternative programs.

The biggest immediate challenge will be to try to turn the "Idol" winner into a bona fide recording star, Darnell says.

"It lends credibility to the show and to the next 'American Idol' if the person who wins is a musical success," he says.

Frot-Coutaz is more blunt: "If the show produces one-hit wonders, we will not have succeeded."

In England, where predecessor "Pop Idol" began, three finalists have had songs hit No. 1, but their staying power remains to be seen. That start is a positive sign for the American performers, although music professionals say the British market, which quickly embraces trends that can produce one-hit wonders, might be more receptive to performers from a hot show.

Music experts offer varying opinions on the likelihood of success of the "American Idol" winner and top finalists. They agree on two things: The series has given them tremendous exposure, and millions of people are likely to listen to, and probably buy, the first release by the winner and perhaps other finalists.

Producer 19's plan for getting songs out quickly is important, they say, because interest is highest when the show is on the air. Julie Gordon, founder of music industry gossip forum www.velvetrope.com, says producers should have taken advance orders during commercials.

"This is the problem once it's off the air. If I am a viewer in their (demographic), I'm on to my next reality show," she says. "The idea, between now and Nov. 26, is to keep that person in the public eye."

With audience numbers hitting nearly 17 million, "American Idol" has a much larger following than earlier shows that launched musical acts, including "Star Search," "Making the Band" and "Popstars." That will guarantee radio station interest and airplay and, most likely, early sales. Some radio stations are doing their own mini-"Idol "searches.

"Making the Band"'s O-Town enjoyed success with its first album; it sold more than 1.6 million. Industry followers are waiting to see how it does with its next album. The "Popstars" group, Eden's Crush, had less success and recently split up. (Sean "P. Diddy" Combs will put a hip-hop/R&B band together on MTV's "Making the Band II," which premieres Oct. 12.)

As valuable as the exposure is, the singers may benefit even more from the showbiz education they have received, says Tom Vickers, a music consultant and former Mercury Records A&R executive.

"Doing interviews, having makeovers, working with esteemed writers, you can see the growth in the singers when they show the clips going back to their starts," he says. "This is both a training ground and a launch pad."

Clarkson, a finalist, agrees.

"This show is amazing. This has given us an opportunity we could not have paid for," she says. "I'm willing to do anything for this show."

Even if the public is willing to give "Idol" singers a listen, questions remain: Which finalists will release albums, and what are the prospects for long-term careers?

Most industry experts believe Clarkson, Guarini and Tamyra Gray, a popular singer whose ouster caused controversy, will put out albums. Gray might have an advantage with a sympathetic public disappointed by her elimination. Nikki McKibbin has a chance, too, although some say she might have more success as part of a band.

Desmond Child, an acclaimed songwriter who wrote "Before Your Love," the song that will be Clarkson's first release, believes the four top finishers and others, including Ryan Starr and R.J. Helton, have the talent to forge careers.

"The way these people sing live, the precision and the amazing vocal dexterity — they're the best of the best," Child says.

After singing cover songs on "Idol," the finalists will need guidance from managers, songwriters and other professionals.

Child, who has written songs for such artists as LeAnn Rimes, Bon Jovi and Aerosmith, says Clarkson and Guarini lean toward R&B and soul and have to decide whether to explore retro soul, contemporary R&B, rock or pop. He says McKibbin needs material with an edge and cited the work of Pink and No Doubt's Gwen Stefani. Gray could go in many directions, but R&B and Whitney Houston-style material would be a winner.

Some are less optimistic about the singers' abilities and chances in a tough music business. Rob Sheffield, a "Rolling Stone" contributing editor, says he's less convinced the singers are talented than that they're entertaining. He says the show, including the format and judges, is the real star.

The singers' connection to the show also could result in a gimmicky taint that isn't helpful to a career. Some say Guarini might be blessed by not having to wear the "Idol" crown.

However, "Billboard"'s Geoff Mayfield says the record industry has been having such a difficult time that it might not turn up its nose at performers who bring an audience and the chance to make money.

Competing TV programmers aren't ambivalent about looking at "Idol" with hope. CBS recently committed to nine episodes of a new "Star Search" for 2003, with various competitors. USA's "Nashville Star," a competition for country singer/songwriters, could be ready by midseason.