The case study this year for IMM08 was of the artist Eskiah. She was found through the TV show Pop Icon and the record label and manager agreed that she was going to be the first truly global star coming out of such a show.
The only problem was that winners of such shows do not generally become global stars or even get past the first album. Furthermore, the winners often only sell in the country where they won the contest.
The challenge for the groups was to develop a long term communications strategy for the artist that over comes these hurdles and also the assumption that a Pop Icon winner is ‘manufactured’ and lacking in credibility.
As the judges were about to head off to hear the responses from each of the groups to the brief, we thought it a great idea that Eskiah the artist would be present at the meeting too.
So up steps Emma Marlow, of Isobar, who reluctantly agrees to play the part of Eskiah. Donning a cool hat and shades, she headed off into the unknown. By the second group, she was playing the part as if it was made for her. By group 4, she was Eskiah. After the judging it was diificult to know if we were talking to Emma or Eskiah! Brilliant!!!
So a huge thanks to Emma for being much more than a mentor. She gave the event an added edge and focus for the groups.
PS Her up and coming tour will be announced soon once Emma/Eskiah finds some songs to sing…
