http://www.youtube.com/user/lilsarah22

http://www.youtube.com/user/lilsarah22

Utada Hikaru will return to the U.S. scene with a second English album this year or next year.

Promotion is such an important factor.. I just wished some companies could make the effort for Asian/Asian-American artists.

Utada Hikaru will return to the U.S. scene with a second English album this year or next year.

Promotion is such an important factor.. I just wished some companies could make the effort for Asian/Asian-American artists.

In my opinion, I don’t like the idea of having to label something as “Asian-American and/or Canadian” but unfortunately, when it comes to dealing with exec heads and A&R reps, because image is so important in marketing, no one can skirt from their ethnicity, particularly Asians. The problem isn’t the listeners, it’s the business model because it there is no precedent within North America.

This is REGARDLESS of how talented the artist is. Another artist friend of mine worked at BMG Canada, had this really long discussion with an A&R guy about why they would sign a Chinese singer, from Beijing who sung with a very noticeable accent in English and not very good either – and they wouldn’t sign her, a classically trained pianist, pop music singer/songwriter who can sing both in English, French and Mandarin who has 2 indie albums and already a following from people of all ethnicities. The answer was a long, “We wouldn’t know how to market you.” which can also be construed as, “We don’t want to risk the money.” (The industry isn’t regulated either. There are no real rules.) She would also later reveal that the only reason why the Chinese community embraced her was because she was picked up by the mainstream media first. (But then again, this is also Toronto – which is known to be a hater town.)

Tila Tequila, although slightly embarrassing to watch, I would still give props to. The song is actually catchy and she looks good on camera (most of the time). I’m not embarrassed that she’s Asian, but rather embarrassed of the overtness of her image. I personally find it unnecessarily over the top, but others do find it charming – that is all subject to taste.

I recall having another conversation with my managing editor at the time when the Chinese artist (whose name escapes my memory) came out. The biggest issue wasn’t that she was Asian, but that she was just plain BAD. No joke, literally all the Asian music artists in the community came out and asked MY opinion on it – phone calls and personal emails were sent. My wise managing editor said that the good must exist with the bad for the public to decide. That in order to build an industry, you have to flood it with many and see who lasts the longest – kind of like a Battle Royale. Needless to say that signed BMG artist has been dropped and the rest are still pursuing music already having released new albums since.

The consumer landscape has also changed drastically in the last 10 years as well, so that’s why there is a huge swell of indie artists, some Asian as well, who come out and work hard at marketing themselves. Many talented artists have been able to find critical success by charting, winning song battles on radio and booking sellout shows. The audience is also different when you compare people who go to headlining concerts versus people who attend musical festivals such as SXSW and Canadian Music Week. But those have been brought to the mainstream with shows like Idol or American’s Got Talent etc.

It’s better … but it still has a long way to go.

In my opinion, I don’t like the idea of having to label something as “Asian-American and/or Canadian” but unfortunately, when it comes to dealing with exec heads and A&R; reps, because image is so important in marketing, no one can skirt from their ethnicity, particularly Asians. The problem isn’t the listeners, it’s the business model because it there is no precedent within North America.

This is REGARDLESS of how talented the artist is. Another artist friend of mine worked at BMG Canada, had this really long discussion with an A&R; guy about why they would sign a Chinese singer, from Beijing who sung with a very noticeable accent in English and not very good either – and they wouldn’t sign her, a classically trained pianist, pop music singer/songwriter who can sing both in English, French and Mandarin who has 2 indie albums and already a following from people of all ethnicities. The answer was a long, “We wouldn’t know how to market you.” which can also be construed as, “We don’t want to risk the money.” (The industry isn’t regulated either. There are no real rules.) She would also later reveal that the only reason why the Chinese community embraced her was because she was picked up by the mainstream media first. (But then again, this is also Toronto – which is known to be a hater town.)

Tila Tequila, although slightly embarrassing to watch, I would still give props to. The song is actually catchy and she looks good on camera (most of the time). I’m not embarrassed that she’s Asian, but rather embarrassed of the overtness of her image. I personally find it unnecessarily over the top, but others do find it charming – that is all subject to taste.

I recall having another conversation with my managing editor at the time when the Chinese artist (whose name escapes my memory) came out. The biggest issue wasn’t that she was Asian, but that she was just plain BAD. No joke, literally all the Asian music artists in the community came out and asked MY opinion on it – phone calls and personal emails were sent. My wise managing editor said that the good must exist with the bad for the public to decide. That in order to build an industry, you have to flood it with many and see who lasts the longest – kind of like a Battle Royale. Needless to say that signed BMG artist has been dropped and the rest are still pursuing music already having released new albums since.

The consumer landscape has also changed drastically in the last 10 years as well, so that’s why there is a huge swell of indie artists, some Asian as well, who come out and work hard at marketing themselves. Many talented artists have been able to find critical success by charting, winning song battles on radio and booking sellout shows. The audience is also different when you compare people who go to headlining concerts versus people who attend musical festivals such as SXSW and Canadian Music Week. But those have been brought to the mainstream with shows like Idol or American’s Got Talent etc.

It’s better … but it still has a long way to go.