Susan Boyle’s debut performance on Britain’s Got Talent last Friday has done nothing short of surprise, amaze, bewilder, bewitch, inspire and transfix millions and millions of people. Not too bad for a first-timer that the audience had scoffed and scowled over before she belted her first note, eh?
Many believe it’s because, at nearly 48, her middle age and matronly manner make her an unlikely star, if a breath of fresh air. Many others call her ‘hero’, insisting she illuminates an object lesson–that talent knows no age and stereotypes not only lead us to underestimate others, they undercut our options overall. Whatever the cause, the effect is that not even a week later she’s a bonafide phenomenon.
Since she strutted onto a worldwide stage, Boyle’s fans have created scores of Web sites and Fan pages, catapulted her to a top trending topic on Twitter (a measure of the social network’s most popular subjects), viewed her YouTube videos millions of times, penned posts, articles and comments aplenty– and even published her page on Wikipedia. (And to think Boyle is tickled over neighbors asking for her autograph, oh the glory in store for her when next she logs onto the Web!)
If you have not yet seen the segment, I encourage you to watch this video so you’ll understand what everyone’s buzzing over.
To be sure, Boyle would not have won hearts and minds had it not been for the marketing *genius* and foresight of the show’s creators. Unlike their other property, American Idol, Simon Cowell and crew opted NOT to impose age or talent restrictions (contestants of any age can audition for this show and it’s open to dancers, singers, etc.). Thus, they deserve high praise for innovating and staying true to a truly groundbreaking premise.
While I’ve chatted up Boyle like crazy among my peers, it’s the broader marketing community that, I hope, will hear (and heed) this message: Companies cannot copy and bottle this degree of talent and authenticity. Is her accessible nature a model to aspire to with your audiences? Absolutely. But, try as companies might, they cannot fake, force or feign the quality and gumption that comes from this woman’s prowess and unique personality. 
It’s natural not contrived–or, as I say, pure vs. plastic–and companies that concoct so-called authentic schemes don’t go the distance. More times than not, they’re outed by audiences and ‘FAIL!’ is the story that lingers. We see it through social media all the time.
Worry not, image makers can produce as many Britneys, Hiltons, Jessicas, Lady GaGas and Lohans as they please. That’s a different formula that takes a big spend, a machine of stylists, spin-masters and, it seems, weekly scandals to sustain attention spans since the merit of their products will not. And that’s fine, there will always be an audience for plastic. Yet it’s an expensive sandbox to play in.
A better, more bankable idea to consider is breaking new ground in your industry by removing past barriers. Why? Just look around at the overwhelming demand our markets are voicing for the refreshing range of talent and program format that is Britain’s Got Talent. It’s irrefutable. And it’s a strong signal for marketers–whatever business sector you’re in and whichever market you serve–to create platforms that don’t limit playing fields, but blow them wide open – as that’s how innovation, new products, services, markets and, yes, stars are discovered (or uncovered).
Once you’ve created that platform, then you can get out of the way and let your markets take the lead, because they do a bang-up job of finding and promoting the talent, offerings and experiences that are meaningful to them and, in turn, profitable to you.
PS: A thoughtful article on “looking deeper” is here and a video interview where Boyle talks about how surreal the last week has been is here.
Love this post, CK. Amen to authenticity. Authentically GOOD is also so very important, and this woman really was a great example.
Loved the video, concept and the reaction to true authenticity. Simply brilliant foresight on Simon Cowell and company. Paul Potts last year and now Susan Boyle. Authenticity and unique stories will always sell. We just need to give them a shot at the lime light.
“We just need to give them a shot at the lime light.”
Exactly, Stuart. THIS is our job as marketers (to let our markets shine). And this lesson can be applied to so many industries and BtoB companies, not just BtoC ones… we only need focus on platforms/programs/models that open the field.
Nicely put, CK. It’s not about schemes – it’s about creating the platform and getting out of the way.
And for the record, I’m a huge fan of Susan Boyle. Love it.
Well said!
Every time I watch the video of Susan Boyle it makes me cry. I consider it one (or more) of life’s lessons, that you’ve touched upon here, CK. And that is “humility” and “inner beauty”. Lessons that sometimes get buried in today’s society of glam, glitz and gizmo’s.
Thank you.
Well put. It is the reoccurring commentary on today’s packaged culture that it takes raw, unpolished talent to stand out from that spit out by the Hollywood machine. How many Britneys and Lindseys would even make it past the first round of a talent show based only on talent?
Wow! It is refreshing to see someone so utterly authentic to the core.
@Neil: Refreshing indeed. And no marketer, no matter how smart, can create that… but they sure can create more platforms/programs/models that let this type of talent shine (be it a singer, programmer, writer, whatnot).
SO well put. Thanks for the Tweet about this CK.
I enjoyed this, CK. You write with such a distinct voice and your unabashed enthusiasm is downright infectious.
Thanks for sharing your pure exuberance!
Nice, CK!
http://www.women-unlimited.co.uk/hold-the-plastic-marketers-people-want-pure/
p.s. Matt is spot-on.
I’m afraid I felt crassly manipulated by the whole exercise.
The shock horror seems to be that unattractive people might have talent too. This is only shocking in a world created by people like Simon Cowell.
She sings well. If she were prettier, no one would care. But the producers have used every weapon in their arsenal to jerk the tears and create a legend out of the ‘mind-blowing’ idea that even ugly folks just might be worthwhile human beings.
Sorry. Lovely lady. But I’m not buying.
@Doug: Thanks Doug, love the feedback (was talking this angle with a few colleagues offline last night that shared some of your views).
A couple points. Well, 1 point, 1 question for ya:
“The shock horror seems to be that unattractive people might have talent too. This is only shocking in a world created by people like Simon Cowell.”
Actually, I think it’s that ppl are overcome by extraordinary from the ordinary (as we’re so used to plastic perfection). But look at Oprah–irrefutably the most powerful woman in media–and most networks said 25+ yrs ago “you never have a shot!” but one network gave her a break (a platform). And she is loved becuz she’s so accessible/authentic not becuz she’s thin and perfect and plays the Hollywood game.
Look at Tom Hanks–he’s not the prettiest (tho’ he’s a cutie IMO) and he is loved by millions becuz of his talent and his everyman appeal.
Just some examples, anyhow. But here’s my question: You said you’re not buying…what aren’t you buying? I’m trying to clarify. Is it that you feel it’s been crafted or are you not buying the audience demand for more authentic talent/examples and platforms for them to shine through like on BGT? In the case of the former, if it’s a scheme we’ll all know pretty shortly–but in the case of market demand, that’s quite strong. Undeniable, I’d say.
Let me know as I’d love to toss this around more with you.
Great discussion here. I don’t think Susan Boyle is amazing because she’s unattractive and can sing. I think she’s amazing because she was so very unlikely to succeed, and she did. She surprised us.
Is that about her looks? She isn’t as much unattractive as utterly normal. She could be any one of us. Like you. Like me. And it was equally about her age, the way she carried herself, her nervous inarticulate-ness, the way she clearly seemed doomed from the second she began the walk across the stage. She seemed a target for mockery, when she walked out. But then she opened her mouth to sing of “I Dreamed a Dream” (of regret and missed chances — how perfect is that?) and shocks us all to the core in her success.
What joy there is in the witness! We stand at the end to applaud her… standing right along with her.
We are happy that Susan did well, ultimately, because she showed vulnerability and courage, shattered our shells of cynicism, and then she was rewarded for it. Isn’t that what any one of us wants?
Unless she is the best actor on the planet I did not detect a hint of irony or cynicism in her demeanor. Outstanding!
We need more people like this in front of cameras rather than the snarky twits they usually wheel out in front of the cameras on reality shows and the like.
Saw it and it was soooo perfect!
Doug, maybe we are no longer used to live in a pure world and watch more at how someone looks rather than true talent. That’s why, in my opinion, we were surprised by the naked truth: talent does not necessarily go along with beauty and sexiness. Do you remember the song “video killed the radio stars”? this is it: in a radio era, she may have had a brilliant career as singer, in a video era mtv-like, she almost looks as a freak. If we translate this event into the marketing evolution era, it means that customers may look more for the inner quality of goods rather than fast burning stuff.
I get where Doug is coming from. While I can’t take an ounce of this woman’s talent away… We have to realize we are watching a “show.”
The show producers decided who and what we should see and hear before, during, and after the performance.
They make a grand point to show the rolling eyes, the giggles, audience members looking at each other in disbelief.
Then make a point to show the immediate reaction to her first few notes… They mix the sound of cheering louder than her singing. They show us the standing ovations and delighted looks.
The fervor almost feels patriotic (I know that’s not the right word… but you know what I mean).
No matter what… we’re all watching… and I’ve just spent 15 minutes writing about it…
We do judge a book by its cover. This book was presented as dull, old, and boring. But she turned out remarkable.
We have to keep in mind that this whole exercise was staged.
I’d say rather than marketing, this story has more in common with propoganda.
The entire exercise is set up to tell you how to think.
Pay attention to the editing. Did the hosts just spontaneously have a camera trained on them for repeated reaction shots?
The woman had a great voice; there’s no denying this fact.
However, the entire exercise was staged to gain maximal emotional impact, through editing and sound manipulation. It was designed to create a buzz around this woman, in order to line Cowell’s pockets when she’s signed to a record deal.
One only need look at his face during the performance to see this ambition writ large.
If this is “pure”, I’d hate to see “contrived”.
@Joey: “If this is “pure”, I’d hate to see “contrived”.”
Yes, Susan is, what I define as pure — but I think you’re not referencing her, but the show (well, particularly Simon and Co). Contrived would be any number of well-styled and packaged performers like most any pop-artist here in America.
Insofar as propaganda, it’s a fine line between engaging audiences and manipulating them. Had Susan not been such a surprise talent, she likely wouldn’t had captured our attention; and those shots of the judges and the audience are, from the feedback I’m seeing at other posts and on twitter, indeed reflective of what viewers at home were feeling. I’m not convinced they needed to be manipulated to think in a way that they were already thinking.
But, in any case, some see Simon & Co. as opportunists. I get that. What’s ironic is that Simon has come onto the scene in the last decade or so whereas there have been manipulative marketing techniques for eons! So, in that sense, Simon’s nothing new– but Susan is. And the platform of the show is.
Overall, as per my focus in this post, I am a huge advocate of marketers creating programs and platforms that let talent of any ilk– writers, developers, artists, scientists, etc.–be discovered. Because at day’s end, the market will always judge with their attention spans and disposable income. I’d like to give them more choices to judge from.
Finally watched this. My wife saw it on Facebook via a video one of her friends had posted. She was literally moved to tears by the performance for all the reasons Ann Handley spells out.
Of course the video was edited for maximum melodrama, but I think CK’s original point still stands: the audience (both live, on TV and online) got behind her because she seemed such an unlikely hero (again, for the reasons Ann H. ticked off) That feels pretty authentic to me. Cowell & Co. can only manipulate it that far.
Finally watched this. My wife saw it on Facebook via a video one of her friends had posted. She was literally moved to tears by the performance for all the reasons Ann Handley spells out.
Of course the video was edited for maximum melodrama, but I think CK’s original point still stands: the audience (both live, on TV and online) got behind her because she seemed such an unlikely hero (again, for the reasons Ann H. ticked off) That feels pretty authentic to me. Cowell & Co. can only manipulate it that far.
Of course the judges knew ahead she was talented and went out of their way to ham it up skeptical and then acted stunned and moved after he performance. Yes, yes, it was staged. So what?
That does not take anything away from the fact that she was authentic and the audience reaction was genuine. Blog posts and other reactions show that this woman struck an emotional cord with a lot of people. I say cheers to all that and let’s have more of it.
I do not, however, expect the judges to ever be truly surprised…
As of one week of her singing appearance, her video has had 40-million views. Just thought you guys would want an update
. Not to mention many more fan sites, twitter accounts and fan shops (with shirts reading “Don’t judge a book by its cover” and “I dreamed a dream”.)
Also, to show the talent that this program format continues to uncover, here’s another great piece by a contestant from this week–he may not be the ’surprise’ that is Susan Boyle, but he’s pure not plastic nonetheless: http://bit.ly/10cI75
Real is always a great marketing tool. Real life is the best PR.
But do we actually think people are going to want real all the time?
In a world where People Magazine, US Magazine, OK! Magazine, The Star, The National Enquirer, Entertainment Tonight, Extra, and every “reality” show is watched, analyzed, and revered, people will still want the celebs, the glamor, the rich, the famous, and the bad.
Jaded? yes. The truth? yes.
@Shopping_SF: Thanks for your comment. Indeed, as I wrote above, and it bears repeating here: “And that’s fine, there will always be an audience for plastic.”
(And I’m guilty of picking up a kit kat bar, a can of coke and reading through a silly, celeb-obsessed magazines from time to time!)
My point is that we underestimate just how much our audiences value pure and so I’m hopeful marketers will create more platforms for the pure to shine through and be uncovered…whatever their business sector (could be a platform to uncover original ideas, writing, programming mash-ups, etc.).