Post by stevemacdonald on Feb 18, 2004 14:38:22 GMT
To whom does Hayley appeal the most: the young, middle aged or old? Would you be surprised if the answer were all three?
Her marketing team in the US is clearly targeting a young audience with the "i-squad" strategy to help generate buzz. Add to that her work in a children's movie ( the Mulan 2 cartoon) and offers for films and programmes aimed at teens (OC, American Dreams, The Princess Diary 2).
Her publicists are equally targeting the middle and older zones by granting interviews with The New York Times and The (London) Sunday Times.
Then there's her music itself: an eclectic mix of classical, pop and rock, guaranteed to strike a chord with someone from each generation.
Looking back on her signing to Decca it's worth understanding who Costa Pilavachi is and his motives. Here's a snippet from a bio on him from 2000:
POWER BROKER: "His name is Costa Pilavachi, and he is president of the Decca Music Group in London. At 49, he happens to be just about the most powerful person in the classical-music business - the man who produces not only Bartoli's albums but those of Luciano Pavarotti, Renée Fleming, Vladimir Ashkenazy, Andrea Bocelli and Jessye Norman."
Now check out his comments about the older market in this article: The Grey Market
He obviously knows that Hayley will be embraced by the over-50's who make up a huge share of the music-buying public, but he hasn't tailored her sound to any particular niche. Smart, smart man.
We have in Hayley perhaps the most universally appealing singer there is. I cannot name nor imagine any other vocalist whose appeal can cross so many generational lines.
Her marketing team in the US is clearly targeting a young audience with the "i-squad" strategy to help generate buzz. Add to that her work in a children's movie ( the Mulan 2 cartoon) and offers for films and programmes aimed at teens (OC, American Dreams, The Princess Diary 2).
Her publicists are equally targeting the middle and older zones by granting interviews with The New York Times and The (London) Sunday Times.
Then there's her music itself: an eclectic mix of classical, pop and rock, guaranteed to strike a chord with someone from each generation.
Looking back on her signing to Decca it's worth understanding who Costa Pilavachi is and his motives. Here's a snippet from a bio on him from 2000:
POWER BROKER: "His name is Costa Pilavachi, and he is president of the Decca Music Group in London. At 49, he happens to be just about the most powerful person in the classical-music business - the man who produces not only Bartoli's albums but those of Luciano Pavarotti, Renée Fleming, Vladimir Ashkenazy, Andrea Bocelli and Jessye Norman."
Now check out his comments about the older market in this article: The Grey Market
He obviously knows that Hayley will be embraced by the over-50's who make up a huge share of the music-buying public, but he hasn't tailored her sound to any particular niche. Smart, smart man.
We have in Hayley perhaps the most universally appealing singer there is. I cannot name nor imagine any other vocalist whose appeal can cross so many generational lines.
