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  1. #1
    Obsessed Chart Watcher cary78663's Avatar
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    The 'American Idol' Matrix: Why It's Tough to Create a Superstar

    The 'American Idol' Matrix: Why It's Tough to Create a Superstar
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    In my book Celebrity Inc.: How Famous People Make Money I speculate that it is because Idol is a moneymaking endeavor first, entertainer second, and star-maker third (in order of importance). Each Idol who signs a record deal following the show becomes a business unit in the asset portfolio of the label (Sony until 2010, then Universal Music Group) and Idol management company, 19 Entertainment.

    I classify previous Idol winners and the occasional runner up lucky enough to get a contract through the Boston Consulting Group (BCG) growth-share matrix, a business tool oft used to classify successful and struggling business units in a company.
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    The matrix has four categories: Star, Cash Cow, Problem Child, and Dog. Stars make money, Dogs don’t, and the other two exist in purgatory somewhere in between.
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    STARS
    A Star is a performer in a high-growth market with a relatively high share of that market. Stars not only sell lots of albums, but they are also eminently likable and therefore salable across other platforms. They get lots of endorsement and licensing deals. Carrie Underwood is the epitome of a Star. Not only has the diminutive blonde country powerhouse sold more than 11.57 million albums (which gives her a high market share), but her brand strength continues to grow through endorsement and licensing deals, because she is enormously likable. On the Davie Brown Index (DBI) of likability she has a score of 80.57, by far the highest of any Idol contestant. She is also aspirational to her fans, because she cultivates her celebrity. Underwood first played the celebrity dating game by being linked romantically to Dallas Cowboys quarterback Tony Romo and Gossip Girl actor Chace Crawford, and in 2010 she married Ottawa Senators hockey player Mike Fisher. She is entirely inoffensive and, despite marrying a Canadian, is apple-pie all-American with her blonde hair and blue eyes – which makes her the ideal brand spokeswoman for companies like Vitaminwater and Olay.
    Full Article: The 'American Idol' Matrix: Why It's Tough to Create a Superstar | Movies News | Rolling Stone

  • #2
    Carrie Guru pklongbeach's Avatar
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    Thanks.
    I love number crunching.
    And I love that Carrie is so high on the "likability" scale.
    (even though she does not in fact have "Blue" eyes.)

  • #3
    Ultimate Carrie Fan Zman312's Avatar
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    Yes!!! Carrie is a STAR but she does not have blue eyes!!!!

  • #4
    Ultimate Carrie Fan jptexas's Avatar
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    Yep, no blue eyes for Carrie. Seen her up close, and her eyes are kind of light brownish to hazel. She looks at you and you think you're getting looked at by
    a cat.

  • #5
    Carrie Fans Maniac kewlie78189's Avatar
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    she is high because most people like her...love that about her...she is just like perfect!

  • #6
    Obsessed Chart Watcher cary78663's Avatar
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    I did a little search and found a list of the top 10 musical artists on the DBI rankings from last July. Not only is Carrie the top idol on the index, but she is in the top 5 for all musical acts. Here is the top 10 list:

    1. Dolly Parton
    2. Paul McCartney
    3. Beyonce
    4. Reba McEntire
    5. Carrie Underwood
    6. Lady Gaga
    7. Taylor Swift
    8. Justin Timberlake
    9. Mariah Carey
    10. Madonna


    Source: Top 10 Musicians in DBI | The Marketing Arm's Celebrity DBI

  • #7
    Carrie Guru Claire2004's Avatar
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    They forgot to include David Cook in the matrix thingy.lol

  • #8
    Ultimate Carrie Fan
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    Quote Originally Posted by Claire2004 View Post
    They forgot to include David Cook in the matrix thingy.lol
    There's no Fantasia either!

  • #9
    Carrie Guru pklongbeach's Avatar
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    WOW!!!
    top 5 across genres??
    I don't why this should make "me" proud, but it sure does!

  • #10
    Insane Carrie Fan liz278's Avatar
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    Quote Originally Posted by pklongbeach View Post
    WOW!!!
    top 5 across genres??
    I don't why this should make "me" proud, but it sure does!
    I agree I don't know why I am proud but I am too.

  • #11
    Huge Carrie Follower carrieforV's Avatar
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    awsome im so proud to be her fan!

  • #12
    Obsessed Carrie Fan Carrie&Taylor's Avatar
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    Is this really from their site?

    @TreaSmith LOL I love this chart from @RollingStone! Carrie Underwood on top. http://t.co/nooucvhl

    Edit: Just now seeing the beginning of post

  • #13
    Carrie Guru
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    Quote Originally Posted by cary78663 View Post
    I did a little search and found a list of the top 10 musical artists on the DBI rankings from last July. Not only is Carrie the top idol on the index, but she is in the top 5 for all musical acts. Here is the top 10 list:

    1. Dolly Parton
    2. Paul McCartney
    3. Beyonce
    4. Reba McEntire
    5. Carrie Underwood
    6. Lady Gaga
    7. Taylor Swift
    8. Justin Timberlake
    9. Mariah Carey
    10. Madonna


    Source: Top 10 Musicians in DBI | The Marketing Arm's Celebrity DBI
    Wow, thank you, Cary. Number 5 on the list is impressive .

  • #14
    Carrie Fans Maniac robinannhunt's Avatar
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    Interesting that only 2 on the list are male.

  • #15
    Carrie Guru rainbow1's Avatar
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    Thank you Cary, that is amazing!! Rolling Stone seems to have changed it's tune on Carrie! So happy to see that!!!

  • #16
    Obsessed Carrie Fan
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    Also interesting is that 3 on the top five are Country artists, and female.

  • #17
    Carrie Fans Maniac robinannhunt's Avatar
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    Quote Originally Posted by oldyfan View Post
    Also interesting is that 3 on the top five are Country artists, and female.
    The only country artists BTW.

  • #18
    Obsessed Carrie Fan
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    Very proud.


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