I don’t usually write a marketing post that isn’t about online marketing, but this topic seemed appropriate. Most nights when I get home I am so tired I really don’t want to look at anything that even remotely resembles work. Usually I will just relax, but every now and then I want to veg out a little and watch reality TV. So needless to say when I am indulging this guilty pleasure I don’t expect to come up with something to think about that could be considered work related, but it happens. One of the shows that I have watched recently is MTVs Making the band 3. Even though the content of the show is far from reality (subject to MTV’s classic editing for drama style) it peaked my interest for a couple of reasons 1) It’s interesting to get an (un)realistic look at producing a music group and the marketing choices that are made. 2) despite having many critics, Sean Combs has proven to be a master marketer when it comes to music. This season’s group Danity Kane pretty fits the pop music formula for having a popular group – attractive members, who are decent singers and great dancers.

As I was watching the show I started wondering whether the whole reality TV music star can work long-term. Other than Kelly Clarkson, none of the American Idols have had the mega success that you might expect from a show that (allegedly) gets 30 million+ votes a week. The natural inclination of the viewing audience is to think that even though they like the competitors, they somehow aren’t as talented as established or non-reality artists. So here is the question…Does the exposure that these groups/artists get hurt their long term marketability? Another way to put it – If we had the opportunity to watch a mega artist like Destiny’s Child or Dixie Chicks as they were working through the bad notes, emotional breakdowns and in fighting would the masses like them? Would the masses dismiss them as well? Sure you can’t beat the instant sells that a show on MTV or Fox can produce but how long can that be sustained? I was talking with Erica about this and she put it well when she said “Mystery is an important part of an artist’s personaâ€?. Maybe knowing too much about an artist takes away from a labels ability to control their marketing.