Well, Cowell was wrong. American Idol has been a runaway success. More than 500 million people cast votes in the fourth season of American Idol in 2005, and 40 million viewers tuned in to the final. The program the New York Times describes as “Starsearch meets Gladiator” now has thirty-five different versions, including Indian Idol.
While much of the record industry is in a slump due to declining sales, Fuller rethought the way that artists could be marketed and built himself a $400 million empire. “The demand for music is intense,” he says. “The problem facing the industry is how we turn that into business.”
It is no accident that Fuller created a program such as Idol, as it perfectly reflects his strategy to make the artists he represents rich and famous (and himself even richer ).television was the perfect medium to market his talent. One television executive who worked with him at Thames Television on the top idol format says,” His strength is that he does things on a very large scale. He’s very ambitious, and he doesn’t worry about obstacle or problems. Other people get distracted by reasons why you can’t do something. Simon just gone for it,100 percent.” Rather than just seeing potential to find new artists and make money out of their records, Fuller orchestrates lucrative licensing and merchandise deals and revenue from voting-in short, a whole franchise of opportunities. Fans can buy American Idol varsity jackets, trading cards, an American Idol Game, and even a fragrance that promises to make its wearers “an instant hit.”
Well, Cowell was wrong. American Idol has been a runaway success. More than 500 million people cast votes in the fourth season of American Idol in 2005, and 40 million viewers tuned in to the final. The program the New York Times describes as “Starsearch meets Gladiator” now has thirty-five different versions, including Indian Idol. While much of the record industry is in a slump due to declining sales, Fuller rethought the way that artists could be marketed and built himself a $400 million empire. “The demand for music is intense,” he says. “The problem facing the industry is how we turn that into business.” It is no accident that Fuller created a program such as Idol, as it perfectly reflects his strategy to make the artists he represents rich and famous (and himself even richer ).television was the perfect medium to market his talent. One television executive who worked with him at Thames Television on the top idol format says,” His strength is that he does things on a very large scale. He’s very ambitious, and he doesn’t worry about obstacle or problems. Other people get distracted by reasons why you can’t do something. Simon just gone for it,100 percent.” Rather than just seeing potential to find new artists and make money out of their records, Fuller orchestrates lucrative licensing and merchandise deals and revenue from voting-in short, a whole franchise of opportunities. Fans can buy American Idol varsity jackets, trading cards, an American Idol Game, and even a fragrance that promises to make its wearers “an instant hit.”
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