Pure talent or emotional stories in winning Idols?

IS IT the contestant’s musical talent that warms our hearts or is it their touching stories of defying the odds that win votes in competitions like Idols?

Contestants are profiled about their musical journey and family backgrounds. Some of them have been through hardships which leave audiences in tears.

Mthokozisi Ndaba, the 25-year-old from Kwamashu is not only orphaned but has lost as many as 11 family members in his young life. He was also shot in the legs during a robbery this year just weeks after getting an Idols golden ticket. He has sung through the pain to the final tonight.

Then there is 17-year-old Paxton Fielies, a feisty music talent still in Grade 11 and whose performance saw her relative break down in tears on one occasion.

In the past, people like Vincent Bones, who grew up on the streets and won Season 10 of Idols have touched hearts. Then there was Khaya Mthethwa, who came from a well-off family but lobbied under the banner of becoming the first black African Idols winner in 2012.

And last season Pietermaritzburg’s Noma Khumalo lobbied as the first black female Idol and duly won.

Tonight is the final. Will it be a case of Ndaba’s pain and glory – or Fielies’s youth and glee?

Judges play a role in the early stages of the competition, the business end is decided by public vote. Personal branding expert Robyn Young of Brand Hearts, say it’s human nature to connect with people on an emotional level.

“There’s research to support that all decisions we make are emotionally driven first, and intellectually driven second. Simon Sinek does a great job of describing this in his Golden Circle/start With Why TED talk.

He claims “people don’t buy what you do, but why you do it”, she said.

Young said she would never advise clients to use emotions to win over people’s hearts unless it was genuine.

Authentic

“However, if it’s not authentic, people sense that. They feel tricked, which can turn the vote against the contestant.

If the spoken message and the body language are mismatched, audiences will respond to the nonverbal message every time,” said Young.

Entertainment blogger Kiki Marli of Ossify Media believes sympathy plays a huge role in gaining votes.

“I think most of the time people vote sympathetically when it comes to Idols. With that said, making it to the Top 2 means one is extremely talented and is worth that Number 1 spot,” said Marli.

Gagasi FM producer Nomfanelo Dlomo, who is also a public relations officer, said even geography was a driving force over talent when it came to voting.

“I believe that the public usually vote because of reasons other than talent. You can include sympathy in that list because, I believe that the previous season’s winner won the public through her story although her rival was more talented than she was. I for one have always favoured any contestant from KZN,” said Dlomo.