The Fix Is In: How the public has figured out American Idol and other talent shows

June 1, 2009

In the past few weeks, two of the most publicized and supported talent show contenders have lost. Susan Boyle, the darling of Britain, heralded as the reason why shows like these exist, lost to a group of dancers. Adam Lambert was practically crowned already (has any other contestant had as many magazine covers while still in the competition) but was overtaken by Kris Allen, arguably the number 3 of the Top 3 final contestants.

But if we’ve learned anything from the past few seasons, particularly of American Idol, it is this: winning the talent show has less to do with your eventual success. No one remembers Jordin Sparks, but Sanjaya Malakar seems to be everywhere. Taylor Hicks was a gamble, but Chris Daughtry, Elliot Yamin, and Kellie Pickler are selling the records. And even though Fantasia has held her own, you have to admit that Jennifer Hudson is truly the breakout artist from Season 3. How does this happen?

Talent alone isn’t enough. You have to market yourself to the public.

Joe Music isn’t enamored with Kellie Pickler, favoring Elliot Yamin as the runner-up to Chris Daughtry. But she found her audience and catered to them, even augmenting her body image to win them over. And say what you want about Sanjaya, but like William Hung he’s decided to draw out his 15 minutes of fame (has it really been 3 years?). In fact, Season 5 probably had the most talented Top 12 ever, with at least 8 getting record contracts and by my count 6 being newsworthy event today.

Be the Underdog. Winning isn’t everything.

This is probably the most interesting dynamic that has bubbled up. If the public feels someone the contestant has achieved their level of fame and support, they immediately turn their focus to Number 2 or Number 3. Why? Because like a mother hen, we feel our job is done and that that person can stand on their own. That’s exactly what happened to Susan Boyle, Chris Daughtry, even to Constantine Maroulis (who’s now playing lead in the Broadway production of Rock of Ages)

So what’s the answer?

How do the shows become more competitive? 2 things:

Throw #2 a bone. If the public knew for a certainty that the runner-up (and possibly 3rd place) would get something tangible, they would be less inclined to feel that their 2nd choice could end up on the streets. I know it sounds silly, but think about it – everyone knew Adam Lambert and Susan Boyle had record contracts secured, regardless of the contest outcome. But they wanted to make sure Kris Allen and the dance group Diversity didn’t leave unappreciated.
Increase the coffers for the winner. What if they gave the American Idol winner a 2yr contract or 2-record deal? And the runner-up received a 1yr contract? And possibly 3rd place received $100,000? Same goes with the Got Talent shows – increase the prize pool and spread it across the Top 3 winners.