February 25, 2002. Copyright, 2002, Graphic News. All rights reserved

Fame, fortune, and a marketing miracle
By Mark Samms

LONDON, February 25, Graphic News:  THE concept of a manufactured pop star is nothing new. It has been going on since shrewd men in sharp suits first realised there were fortunes to be made from tugging at the heart-strings and the purse-strings of the young.

But Simon Fuller -- the man who discovered the Spice Girls -- has gone one step further. By coming up with the idea of Pop Idol he has managed to turn the process of finding a successful young star into a thriving young business.

Following its stunning success in Britain, he is reported to have sold the format to American television companies for more than £30m, and it is only a matter of time before the phenomenon sweeps the rest of the world.

The formula is startling simple, but arduous. Young wannabes between the ages of 16 and 25 are invited to audition for stardom. More than 10,000 responded to the challenge in Britain and many were made to suffer the ordeal of trial by television as their limitations were exposed before the unforgiving cameras and the even more unforgiving judges.

Simon Cowell, top A&R man at RCA Records, quickly established himself as ÒMr Nasty,Ó reducing many youngsters to tears with some corrosive observations. His chief henchman was Pete Waterman, one of BritainÕs most influential music producers of the past 20 years who has worked with Rod Stewart, Kylie Minogue, Phil Collins and Eric Clapton to name but a few.

They were joined by Dr. Fox, one of BritainÕs top DJs, and Nicki Chapman, the creative director in FullerÕs management company. They were there to apply some balm to the wounds caused by their less sympathetic colleagues.

Millions tuned in at primetime every week to watch the triumphs and humiliations of the young aspirants as they were whittled down to 50 by the judges, at which point television viewers were invited to choose their favourite by taking part in a phone poll.

With just ten finalists remaining, the viewing public voted them off one by one, with audience figures increasing weekly as the tension rose. And when Gareth Gates and eventual winner Will Young slugged it out in the final, more than eight million viewers sent BritainÕs telephone system into near-meltdown as they made their choice.

WillÕs debut single comes out this week and is guaranteed to go straight to number one, while all the signs are that Gareth and some of the other runners-up are also assured of a successful career in the music industry.

The message is clear. Watch out world, thereÕs a pop idol heading in your direction!
/ENDS