TV moments are real winners
FINALLY, someone has said it. “The Voice is not about music, it’s about making good TV moments and massaging a story.” The difference this time? It’s not some bitter Twitter user. That’s a quote from Christina Aguilera, the chart-topping singer who was a coach on the US version of The Voice on and off for five years from 2011.
Granted, the quote was made in time for Aguilera to promote her first album in six years. And apparently it has taken a little while for the penny to drop for her – possibly because the pennies were raining so heavily while she was sitting in The Voice’s big red chair.
But Aguilera has voiced what has become increasingly apparent about The Voice. The show is a major payday if you’re a judge or a TV network, but music is only a small component of the show. Maybe 20 minutes of a two-hour show is singing. You know, hearing The Voice.
It’s rare that a contestant has the chance to sing an entire song, rather than a 90-second version. But the judges have four or five minutes to discuss the bite-sized performance.
The maths makes sense only when you remember that the TV networks pay six-figure sums to the (mainly imers ported) judges – so they need to make sure they get their money’s worth.
Aguilera went on The Voice for the same reason any famous singer does – there are fewer ways to make cash in music these days – but there are still big bucks in TV.
People stream albums for free and will happily pay $4 for a coffee but they baulk at $2 for a song on iTunes – so much so that the paid download is dying, with streaming the way of the future.
Aguilera knows that now TV work, ad deals, corporate gigs and sponsorship must fill the void.
There’s still money in big tours, but that’s a lot of work compared with sitting in a chair and watching somebody else sing.
And people tune in to watch famous singers talk, not upcoming sing- sing. Then there are the celebrity “feuds” (manufactured or otherwise) between judges – that’s what Channel 9 use to promote episodes as much as undiscovered vocal talent.
Although with Seal and Jessie J and those bonsai Madden twins gone, it’s been a fairly feel-good cast this year. But for some viewers, being nice is a turn off.
Aguilera also points out another obvious fact – producers want TV moments so the contestants’ backstories must be “massaged”.
That is to say exploited. In short, producers want tears. Oh, your mother died? Sing this one for her. Your brother is sick? You were bullied at school? You’ve got a stutter? You’re overweight? That is all backstory gold.
It’s more of a surprise when someone on The Voice doesn’t have any pain to share.
It’s no secret that producers interview talent, weed out the backstories and magnify them on TV – and then get the judges to gently prod until they open up on camera. A juicy backstory can run for six or seven minutes and even then they get only 90 seconds to sing.
And there’s a lie being sold – that the contestants will come out the other side as “superstars” or even artists able to live off music.
Triumph over adversity is TV catnip, but, sadly, it’s still not going to make anyone buy your album.
The Voice’s most famous winner, Karise Eden, wasn’t built for the fame that came from the show’s first season. Now she deliberately plays tiny venues and hasn’t had an album out in four years.
Some contestants thirsty for fame soon realise they’re expendable once a new bunch of singers roll around. If they’re smart they use the social media boost that comes from being on TV to at least promote what they’re doing once they’re off the small screen.
If you want to get a career out of reality TV, singing shows are a gamble. The Voice’s only major success story is Vera Blue, who had to change her name (from Celia Pavey) and her sound to get on Triple J.
The people who’ll be selling albums and concert tickets in Australia after The Voice are the judges. Well, except Jessie J, who recently won a Voice-style reality TV show in China – as a performer, not a judge.
Now there’s a TV moment.
Cameron Adams is a music writer for News Corp.