Susan Boyle

Yes, Susan Boyle. Though you may wonder why on Earth I'm writing about this woman, she has achieved something quite remarkable.

For those who aren't familiar as to who she is, go here: Susan Boyle. She is the uncanny underdog that shocked the world on last season's Britain's Got Talent. Though I wasn't an avid watcher, I do know that she made it to the finals but was not declared the winner.

BUT as we've all seen with American Idol, you don't have to be the winner to garner a record deal (Jennifer Hudson for example). Thus it was no shocker (at least not to me) that she was snatched up for a recording contract by Columbia Records.

But this post isn't an album review but more of an observation. Boyle not only shocked the world with her amazing voice but she shocked the industry when SoundScan posted today. Would you believe this woman scanned 700,779 albums in her first week sales!!!??

Boyle is a 48 year old Scottish woman who no significant previous recording work! Jay-Z only scanned 475,670 for his first week for his latest effort The Blueprint 3 and he's a WELL established artist!!! Even Eminem's HIGHLY anticipated to Hip-Hop with his album Relapse only scanned 608,244 albums in the first week.

So whats the point of all this rambling? Although I am a newbie to actually working in the industry, I am a student of music and the industry by way of my degree. Thus I'm expected to be thinking forward about the way the industry will operate in the future. Call me crazy, but I GUARANTEE that majority of the people that bought Susan's album was OVER the age of 18. Therefore this being the case, I fail to see WHY Record Labels continuously sink money into marketing and advertising to the tweens. Sure they are a very large demographic and for the most part they have the most disposable income, HOWEVER, I often feel like the Industry at large largely overlooks the mature consumer. While it is true that we are in a recession, music is an essential part to every living human being (and I dare you to disprove that).

Just taking a small snapshot of society today, with all the advancements in technology, how could you even expect to get the tween's attention!? Your competing with text messaging, video games, internet, not to mention school, extra-curricular activities and the icing on the cake, hormones. These poor children are disgustingly overloaded with so many distractions, no wonder they are seemingly so screwed up.

While I can see the thought process of going after the tweens, (they are easily manipulated and they have mommy and daddy to get them everything they want), lets look at the bigger picture. As an avid music lover, I will WILLINGLY spring to buy something that I truly love and I know those who are the casual music consumer fall into the same mind-frame. Susan Boyle sold over 700,000 albums because her story captured the hearts of the world and people were willing to support her and guess what? She's, dare I say it, TALENTED! She CAN sing! She has a great story to tell and guess what else? People BOUGHT it.

So instead of packaging up pop-manufactured-no talent-plastic look-a-likes, why not INVEST into a talent who will truly connect with the other side of the consumer trend? There are more consumers on the opposite side of the tween curve who WILL buy if given a GREAT reason too. Hello! Susan Boyle sold 700,000 records!

Maybe I'm crazy and feel like the solution is way too obvious but it truly seems to me, that if you were to take a really talented artist, develop them and then direct the marketing to adults, you just might make a profit. Sure this takes time and effort (and who likes to give that any more?), but if the Industry could simply STOP worrying about short-term investments for quick money and actually do what their supposed to do, make MUSIC, then MAYBE I might have a job right now. I'm just saying!

*steps off soap box*

Sir William the Thoughtful has spoken.