Monday, December 28, 2009

The Secret of Susan Boyle's Success


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Is Susan Boyle about to cross over from reality star to singing star? The 48-year-old Scottish woman, who surprised Simon Cowell earlier this year with her powerful singing voice on Britain’s Got Talent (and then lost the competition), is one of many reality-show contestants to release an album. But I Dreamed a Dream, her debut CD, is performing at a level that goes beyond the usual TV tie-in. According to Billboard, the recording sold 701,000 copies in its first week in the U.S. alone, “the best opening week for a female artist’s debut album” since Nielsen SoundScan began tracking album sales in 1991. She’s just as popular in Canada, though she doesn’t exactly love us back, having twice cancelled plans to visit here. No matter where she goes or doesn’t go, she’s the most popular recording star produced by Cowell’s Talent and Idol TV franchises. And not just because of her famously dumpy appearance, or the publicity she got for a recent bout of exhaustion. She’s the first reality contestant whose CDs have unlimited appeal to reality TV viewers.

Not that Boyle is the first reality star with a hit album; Kelly Clarkson and Carrie Underwood, among others, came before her. She isn’t even the first successful loser: Adam Lambert is famous for finishing second, while Jennifer Hudson recently got the ultimate mark of star status, her own Christmas special. But none of them have achieved the success of I Dreamed a Dream. Lambert’s debut album hit Billboard’s chart with 198,000 copies—a good figure but not in Boyle’s league; the man who beat him, Kris Allen, couldn’t crack the top 10. Critic Ryan White pointed out in the Oregonian that Cowell’s shows are a launching pad for older songwriters “looking to get their music back out to a broader audience,” and no one cares about most of the people who sing those songs. But the wide audience that watched Boyle’s Talent debut on YouTube is actually buying her CD; they wouldn’t buy Lambert’s or Allen’s.

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