How Does Celine Win Back Her American Audience?

[Kyle_Jared]

Looking at the rather disappointing sales for Loved me back to Life in the USA, I've been thinking of what direction Celine needs to take with the American market.

 

LMBTL was a success in the UK and Canada and even France. But this was due to promo at the right time. And Quebec will buy up anything she puts out--in DROVES. She conquered Canada because of Quebec. Still, 15K of sales outside Quebec is still decent.

 

As for the USA, promo being off (far to early for Celine's audience (September interviews/performances for a November album release--the audience forgot it). And then no interviews the week of the Album release in North America. That was a mistake and the one notable difference from every other major Celine album success in the states.

 

Loved me back to life was youthful (but not too youthful) record for Celine. She sang with Ne-Yo and had a pretty current first single. We all loved it and probably won over some new fans, but I think her core American audience didn't buy it. Especially the dub beat. Just too current for them. The title track was still killer and I think had top 40 played it it would of been a much bigger hit. But we can't change radios' mind.

 

As for her next record she needs to win back the American audience and I think she needs either a record of standards or duets. Maybe even jazz. But as much as some of you may hate this she needs to appeal to the 50 plus crowd. But they, are in fact, the ones buying records today and the ones that would listen to Celine, in the states. it's a KEY market.

 

I'd love to see her do Jazz, but if done poorly could flop. A Duet's with major musical stars could be humungous. Look at Barbra Streisand's Partners (massive seller) this year and her album prior to that did just about what LMBTL did (230K) or so.

 

Thoughts?

 

In conclusion, I don't think she can wait another 6 years. I think while on this break she needs to rest and look after Rene. But when he gets the green light for health she needs to strike while the iron's hot and hit with a new show and new record when the media is paying attention.

[Davey84]

In conclusion, I don't think she can wait another 6 years.

 

I think in this sentence lies the main problem: the space between OH (not counting Miracle) and TC was way too long; 6 years and then another 6 years for LMBTL has made the American public forget all about her! Of course there was Miracle and My Love but that's not enough the keep the attention! And of course most Americans will be oblivious to the fact she released French or Live albums. She should have recorded the new Vegas covers in 2011 and released it as an EP back then. At least that would have made the English album gap smaller.

 

IMO she needs to release an album again within 2 years... not a duet or a jazz, but where's she is good in; ballads, up tempo and some covers. The lead single for the USA and Europe doesn't have to be the same IMO, and of course she needs those two most important things: promotion and radio support (which will be the hardest thing).

Edited January 4, 2015 by Davey84

[DionFanAlways]

I don't think they "forgot" her so to speak but yes 6 years was way too long. I have plenty of friends who are not fanatical followers like myself and the one thing I heard was, 'I thought she had retired' or 'she's doing well in Vegas, right?' They knew she was in Vegas. Maybe because I was going, lol!

I really think the U.S. public didn't want/like the "raw" or "grainy" or whatever she was calling it voice. Not to mention that during the few promo appearances she looked, please don't shoot me where I stand, "old!", "tired" and just not herself. (true we had no clue what was going on) Unfortunately "looks" matter in this country, not so much talent. I could go on about this but that is a whole other topic.

Also, not to beat a dead horse, I think the Jay Leno cancellation hurt. They had quite a history. I think she has to be willing to play the game, and I don't think she really wants to. To me she's very comfortable in Vegas, doesn't really have to promo that! Which, I believe, was never her favorite thing to do anyway. Just my opinion, I can't speak for the rest of the country.

Edited January 4, 2015 by DionFanAlways

[Shaun]

Brilliant post Kyle. It's good to be talking about music again.

 

Quite honestly it's hard to know where the problems lie in the USA. I maintain that her severe lack of radio support is killing her chances of any success in America. Her last major airplay hit in America was "A New Day Has Come" and this was of course her last number 1 album there. Co-incidence? Maybe. However it can't be ruled out that major airplay contributes to album sales not just in American but worldwide.

 

Just comparing "Loved Me Back To Life" to "A New Day Has Come" for a second. ANDHC had a major TV special during release week plus Celine was on every major US TV show promoting it at the time of release. But LMBTL also had somewhat of a TV special (Home for the Holidays) and Celine appeared on America's biggest TV show - the finale of The Voice. Crucially both of these appearances contributed sales for LMBTL however it was too late. This was almost 2 months after album release. Celine was no-where on US TV during album release week. That plus the lack of crucial airplay meant very poor (by Celine standards) first week sales. Her team did well to dress it up as a success with the number 2 position but the longevity on the charts was poor and the album quickly fell away. Sony did well to market "A New Day Has Come" as Celine's big comeback however with "Loved Me Back To Life" she was away 3 times as long. She should've been everywhere.

 

Compare that to the UK where Celine was in the country on album release week and appeared on 2 of the biggest TV shows (Jonathan Ross & The X Factor) plus had nationwide radio support from BBC Radio 2. This meant superb release week sales and her highest charting album here in a decade. Add to that Sony UK very cleverly booked her onto another popular TV show (Strictly Come Dancing) but the appearance didn't air until a week before Christmas. Radio 2 also continued to support her. This meant a sustained targeted promotional campaign over several months that seen Celine's longevity in the UK Top 10 Album Chart at it's best for years. Plus 330,000 sales and platinum certification.

 

It's honestly looking like that whatever Celine records radio in America will continue to ignore her. Current sounding songs by the most popular current writers are ignored (LMBTL). Covers are ignored. (Alone). Traditional Celine style songs are ignored. (My Love). And even when they send Celine songs to radio as "mystery artists" they are also ignored. (Taking Chances).

 

TV is vitally vitally important to Celine in America and during release week Sony and Celine's management must ensure she is on all the biggest shows. I agree with Kyle in that Celine (and Sony) need to accept her audience is growing up so as well as youthful shows they must get her back onto the daytime TV shows that made her so popular. Whatever it takes get her back onto Oprah, Kelly and Michael and other similar shows. Celine needs to accept that during release week she needs to make herself available to do the promotion. All of these things combined might see Celine return to mainstream success in the USA but it's a big big ask.

[Davey84]

Well said Shaun! Plus Celine and her team must realise that Celine should be talking 75% about her MUSIC and only 25% about her family or whatevershitisgoingon

[SantiagoColorado]

I just think that the US market has been changing too fast. Yes, ANDHC was #1 but just because people remembered her as the BIGGEST STAR FROM THE 90's! Because of Disney's BATB, Titanic's MHWGO, TPOL, LTAL... but after that what do we have? nothing! People doesn't know a single song from the last 14 years. My friends know some songs but because of me, they know she's in Vegas but because of me... and the last hit they remember of her is TWIT...

 

Sadly everything is about popularity now... Nicky Minaj, Beyoncé, Rihanna, Katy Perry are the stars now because of the young audience... the same Celine's young audience from the 90's. Of course young in these days is like from 10 to 15 years old, because of the social media and precocity, but on that time young was 20 and 30 because of the radio and movies...

 

This is just my humble opinion...

 

 

 

I'm 23 btw... so I'm not that young...

Edited January 4, 2015 by SantiagoColorado

[Peppercorn1991]

I agree with everything that has been said but I also think when celine is back.... She needs to keep herself in the spotlight.... Don't just stay in Vegas .... Her face needs to be seen wether she has an album or not

 

A performance here and there ....

 

Kev x

[Davey84]

 

I'm 23 btw... so I'm not that young...

 

OH SHUT UP!

[SantiagoColorado]

I agree with everything that has been said but I also think when celine is back.... She needs to keep herself in the spotlight.... Don't just stay in Vegas .... Her face needs to be seen wether she has an album or not

 

A performance here and there ....

 

Kev x

 

That would be helpful... and we'll be happy to see her more often

[Del]

I don't think that the problem is with the type of material that she is recording but the lack of support from the industry (media) that is fueling the issues. It's sad to say but the media wants youth in the spotlight and the older stars are usually pushed to the side. If you listen to radio these past few years (and I don't usually as it's terrible filled with overplayed songs), it's all young artists. This was the case in the 90's when she was all over the radio. However I feel that these days money is more of a factor in deciding who is going to be on the airwaves and who's not.

 

That being said promotion in this day and age is even more important than in the 90's when she was everywhere. The industry quickly forgets and moves on to the next if you are not right there in the spotlight fighting to remain current. They will move to the next big thing. I love her LMBTL album and hope that she does record something like this again, but it must be promoted properly in the USA and as far as I'm concerned also in English Canada.

 

Will she be able to have huge success in the USA again. Time will tell but big money will have to be spent to have her everywhere and I'm not convinced the record companies are ready to do that. At the end of the day it's all about the end profit.

[CelineDionFreak]

I agree with Shaun's post up there. I think the reason for not a lot of promotion was the Rene situation, but she should hAve come ,ore promotion during release week. I was glad to see an iTunes banner when it got released in the US- I thought that might have helped. But- like DionFanAlways said, America wasn't ready for the change I think. Its just that she's set a standard for herself with MHWGO, BYLM, TPOL, IACBTMN, etc. I think she should have done some more songs like "Thankful" and "Breakaway" that were ballads. I did like the Vegas covers, but I think they would have been better suited on an EP as said above. I think more promotion would have helped too. It's a lot of things, but ultimately, I think we all really liked the album

 

Like others have said, sadly, I think young performers have also captured the spotlight, and people like Celine aren't realized for their true potential sometimes. It's sad but true, unfortunately.

Edited January 4, 2015 by CelineDionFreak

[stone]

I'll give an actual American perspective here, she is considered the 90's balladeer and what older people listen too but everyone loves her songs here, but it's her classics that they enjoy. I see people drunk singing It's All Coming Back To Me Now all the time, but no one could careless about her trying to be current and relevant. Even her base here, weren't fans of Taking Chances and this album. They and everyone enjoyed FIY, LTAL, ANDHC, so didn't I. It's like ie. Michael Buble is milking the holiday marking with his album from 2 years ago still and doesn't even need to release a new record, but it was his THIRD Christmas special on a major network. He and his people know his fan base and it's working. She should be trying to keep her middle of the road base, and not deterring them away with Water and a Flame, and her grainy gritty, I think too nasally of a sound. Ballads clearly do sell, hard to launch here, but a good song is a good song, no one expected John Legend's All of Me to be huge, or Let It Go.

 

It's just my opinion, but her career here is sooooo different from the rest of the market and she needs to win them back with the Celine they know. Please no more OH, TC, and LMBTL. I personally only like the first 2 songs from the LMBTL, 1 from TC, and maybe 2-3 from OH. She just needs a signiture Celine album again, a la "Emancipation of Mimi" was to Mariah. ...with proper promo of course.

[minolli]

As a longtime U.S. fan, I've thought about this a lot. I could probably write ten pages on the subject, but I'll spare you all and give the highlights:

• It's unlikely that Celine will ever be back at the top of the Top 40 charts, and it's as much because of the changing industry as it is some of the choices she and her team make.
  
  • The vast, vast majority of artists at the top of the charts in the States are 40 and under. It's just the way it is, and always has been. That's OK. She has had her era of massive sales and radio airplay.
    
  • As mentioned in a previous post, it seems like Celine isn't interested in playing the promo game anymore. It's frustrating that she basically flat-out refuses to be involved in social media, since that is undeniably a vital part of an artist's success nowadays. By being so apathetic about it, she does come across as out-of-touch. And, as mentioned before, by continually talking about her kids instead of her music, it makes it seem like she doesn't care about the music, so why should anyone else?
    

  [*]It would be refreshing to see her build a working relationship with one producer, similar to the way she worked with JJG in the past. I would love to see how a true collaboration like that would bring out the artistic side of Celine in English.

  • I almost wish she and her team would create an album truly without caring whether it will get mainstream attention, but rather as a tool to showcase Celine's gifts and personality. That kind of freedom could produce a spectacular, nuanced album.
    
  • It's probably time for her team to accept that most 20-year-olds are not going to download her music or get it played on Top 40 radio, so they may be better off investing their resources in marketing her to an audience that will respond.
    

  [*]Celine has always said that she chooses songs that speak to her, but by working in the way she recently has in her English career (multiple themes and musical styles on each album), it feels like they are just trying everything they can and hoping something will become a hit. It may be backfiring somewhat by trying to appeal to too many audiences at once.

  • Is she still the ballad queen? Is she emulating Adele's style? Is she trying to be "hip" and appeal to Millenials with collaborations? Is she a nostalgic covers singer? She does all of that on LMBTL, and we all know that Celine can succeed at all of these things, but for the casual fan it's unlikely they will be willing to pay attention to an album that only has 2 or 3 songs in the style that they like.
    
  • It may be more effective for her to explore one style or one theme in depth and tell a full story with an album, instead of what feels like one chapter each from 15 different books. Perhaps then she could identify the audience for this new chapter of her career, and also gain some traction with critics.
    

Ha, so I guess that wasn't really highlights after all. I could write tons more, but I'll leave it there for now.

[nuts2you]

pls keep it going would LOVE TO here more of what you think,

[Neddo]

Celine should just remain herself and make an album where each song fits her. And it would be great if she would make 2 disc album, one more mainstream and other one with actual creative control (songwriting! producing!)

[CelineDionFreak]

Celine should just remain herself and make an album where each song fits her. And it would be great if she would make 2 disc album, one more mainstream and other one with actual creative control (songwriting! producing!)

Exactly!

[CSCfan]

By singing big power ballads again.

 

I think a BIG problem with Céline and Sony currently (One Heart > ) is that on one hand they want to have her sing and release "modern" music and work with "current" writers/producers... but instead of also adapting their marketing strategy to this, their strategy is the same as it was 15 years ago. Plus their mindset that Céline's name is enough to sell and their attitude of "we're not going to try that anyway" is annoyingly careless.

 

Their marketing campaign for 'Taking Chances' started promising; sending the singles to radio without mentioning who the singer is. Doing a listening event in the Colosseum where (general) fans could pick their fav songs. A fantastic (IMO) music video for the 1st single. A CBS special attended by big name celebrities. Announcing the world tour and starting ticket sales. And I'm probably forgetting some more stuff. But then they failed miserably by (again) picking the wrong follow-up single(s), no 2nd music video, considerably less promo (radio/TV), etc. TC also had a different sound, but it didn't have the problems in the US, LMBTL had.

 

With the release of LMBTL you would've thought they'd learn from past mistakes, but they way this release was handled from the start was pure amateurism.

 

If they don't want to spend any money on Céline and just go the easy way, just have Céline record (power) ballads again and hope for a '90's revival.

Edited January 7, 2015 by CSCfan

[mirage]

The most annoying about them is what mathias said their attitude of her name is enough.

Remember that interview in billboard, we are not sending her to top 40 radio, it's not going to work.

 

But really ALL the critics were so enthousiastic about her new sound and the current sound some of those songs had, it was screaming for top 40 radio promotion.

 

And then be on more tv shows, pre record if neccesary, just like what they did for Breakaway

[ehild]

These are all awesome posts and I love this topic idea! Well done! I'll post more when I'm not on my phone.

[Prima_Donna1]

Honestly LMBTL didn't do well here because of promotion. Rene had health problems so to her that was waaayy more important which is understandable. Another thing is it's all about what's popular and what is out. America is a tough market to please so i don't think she can hit it big but as someone stated here "time will tell".

 

As for the base here not liking change that depends. You can say that the fans here only like ballads because the albums didn't do so well. You can't speak for every fan.

[Neddo]

Celine needs pure power ballads and very edgy dance/rock songs like River Deep Mountain High if she wants more than 500k in US. Not hating on her latest album because Thankful is the most 90's of them all. LMBTL is also kind of songs she could do. And ofc, epic songs like A New Day Has Come. Or she should simply make an album inspired by her french music. And give her the goddamn pen to write a song!

[CelineDionFreak]

But remember she's said she really can't write all that well. It's only in random occurrences, and those aren't all that common.

[CelineDionFreak]

oops posted twice delete this Edited January 7, 2015 by CelineDionFreak

[minolli]

I think a BIG problem with Céline and Sony currently (One Heart > ) is that on one hand they want to have her sing and release "modern" music and work with "current" writers/producers... but instead of also adapting their marketing strategy to this, their strategy is the same as it was 15 years ago. Plus their mindset that Céline's name is enough to sell and their attitude of "we're not going to try that anyway" is annoyingly careless.

 

Exactly! This is sooooo frustrating. The whole entertainment industry has evolved. How do they not realize that the same strategies that worked 15 years ago don't still work? Celine's name recognition is not enough to sell boatloads of records anymore, especially when the industry is struggling to sell albums at all.

 

Their marketing campaign for 'Taking Chances' started promising; sending the singles to radio without mentioning who the singer is. Doing a listening event in the Colosseum where (general) fans could pick their fav songs. A fantastic (IMO) music video for the 1st single. A CBS special attended by big name celebrities. Announcing the world tour and starting ticket sales. And I'm probably forgetting some more stuff. But then they failed miserably by (again) picking the wrong follow-up single(s), no 2nd music video, considerably less promo (radio/TV), etc. TC also had a different sound, but it didn't have the problems in the US, LMBTL had.

 

With the release of LMBTL you would've thought they'd learn from past mistakes, but they way this release was handled from the start was pure amateurism.

 

Their marketing efforts are so inconsistent. But, again, I think this goes back to the 90's way of doing things: Celine would have a massive hit, and then the album would pretty much sell itself. Obviously she was doing a lot of promotional work at the time, too. Nowadays, it's like they release the album, Celine dedicates maybe 2 months to promotion, the first single flops, then everyone gives up on it altogether. It sort of like, "well, it wasn't an immediate hit, so let's not bother to support it or try and generate more interest." So, Celine gets a few weeks of attention every 5 years instead of consistent visibility by continually releasing singles and supporting them with performances, appearances, interesting music videos, etc. Is Vegas the problem? Maybe. It feels like a certain level of apathy to me, too, though. (In the case of LMBTL, there were obviously family priorities at the same time as promotion, and Celine has since gone on hiatus, but still...)

 

That's why this whole thing is so confusing and frustrating to me -- they are so half-hearted about it. Do they really care about selling albums? Then do enough promotion to make that obvious. But if she's really doing it just because of the passion of it, then just release material quietly for the existing fan base, and let the rest fall by the wayside. It's a mixed message, I think, and probably due to conflicting goals/motivations from Celine and the record label.

[sfbaysinger]

Over this break, I have heard fans here say over and over, her core fans are still with her and she knows that/relies on that. So in that instance, I do not think she has lost her American audience. The manstream one, yes, but NOT the core fans. Second, this is a very tiny drop in the bucket, but I've noticed a small group of young/younger people dissatisfied, tired and discontented with today's crap. Like Del said, I do not listen to radio either, and it has been at least a decade since I have. I still listen to country, yes, but she has nothing to do with that genre so I'm leaving that alone. Point is, has anyone ever wondered how come we have so many people under 23 or so here? I personally love and welcome it, and while some of it may have to do with their parents/other relatives, those I have talked to said that today's music was very unfulfilling and in looking for something more rich/satisfying, they have found Celine. It's not enough to bring her back to mainstream attention necessarily, but it IS something. I think simply that "the reason" she is not as popular as in the90s isn't really as complicated as everyone is trying to make it. If you all want to play detective as we have some seriously brilliant puzzle solvers here...Wheel Of Fortune or something. My position on the matter is simple: times change and the tide does too. Her time to be all over the place is past, it cannot last for anyone. 20 years from now it won't be Taylor or Adel, but a whole new crop of singers/bands we may or may not like. Would I love for her to be as popular today as back then? Hell yeah. But she is to me, in MY heart, and that's all I can control!!!! <3

[CelineDionFreak]

Over this break, I have heard fans here say over and over, her core fans are still with her and she knows that/relies on that. So in that instance, I do not think she has lost her American audience. The manstream one, yes, but NOT the core fans. Second, this is a very tiny drop in the bucket, but I've noticed a small group of young/younger people dissatisfied, tired and discontented with today's crap. Like Del said, I do not listen to radio either, and it has been at least a decade since I have. I still listen to country, yes, but she has nothing to do with that genre so I'm leaving that alone. Point is, has anyone ever wondered how come we have so many people under 23 or so here? I personally love and welcome it, and while some of it may have to do with their parents/other relatives, those I have talked to said that today's music was very unfulfilling and in looking for something more rich/satisfying, they have found Celine. It's not enough to bring her back to mainstream attention necessarily, but it IS something. I think simply that "the reason" she is not as popular as in the90s isn't really as complicated as everyone is trying to make it. If you all want to play detective as we have some seriously brilliant puzzle solvers here...Wheel Of Fortune or something. My position on the matter is simple: times change and the tide does too. Her time to be all over the place is past, it cannot last for anyone. 20 years from now it won't be Taylor or Adel, but a whole new crop of singers/bands we may or may not like. Would I love for her to be as popular today as back then? Hell yeah. But she is to me, in MY heart, and that's all I can control!!!! <3

Wonderfully said! And I will second what you said about younger people. I personally do not like the popular stuff on the radio. I just don't. Céline sings about songs that mean soemrning... And to be completely honest I really like Céline and her voice (and her too!) much more!

[chocolatechip15]

My position on the matter is simple: times change and the tide does too. Her time to be all over the place is past, it cannot last for anyone. 20 years from now it won't be Taylor or Adel, but a whole new crop of singers/bands we may or may not like. Would I love for her to be as popular today as back then? Hell yeah. But she is to me, in MY heart, and that's all I can control!!!! <3

 

I agree. No artist sustains massive hottest-thing-ever popularity over the course of many years Celine has remained vastly more successful than the high majority of artists who were popular in the 90s.

[sfbaysinger]

Let's also remember the things artists have to contend with today that were not present/available in the 90s. There was no such thing as ITunes, spotify, Pandora, YouTube and Ipods. So she may not sell as many hard-copy albums, but she is KILLING IT digitally!

[eduardomolina]

I think that her name is still strong, now she´s considered a legend, but I know that all we fans want new hits and new succesfull albums. LDBTL is a good album, though it seems to have been recorded in just one week. The problem is they didn´t even released a Music Video and the one for Incredible was released too late.

 

Now, as her personal issues get resolved, she should release a new english album with 14 ou 15 new songs, among uptempo and ballads, release music videos (may be simple) and do some promo. I don´t care that much for sales, but I want to see the promo.

[QueenCeline87]

This is a great topic guys!

I think Celine still has an appeal with her name alone , she is a legend now....and unfortunately it looks like her team think that's enough, but not in todays industry!

She needs promo and with LMBTL it just wasn't enough! It should have been sent to radio! It should have been given a chance!

And not shooting a video for it was a major major flaw!

I know now Celine has her career on hold , but I hope when she does come back that she makes music she wants to make and is passionate about, because if she is passionate about the music , that's what she will want to talk about promoting it!

I'm certainly not going to give up hope that she will never have a number one in America again.

Look at Barbra , it wasn't even new songs and still got to number one!

Speaking of Barbra , she has an twitter & Instagram and posts almost daily , they may be posts on things from the past but she is still active on social media and even done a Q&A during album promo!

Something Celines team should think about for future reference when she does come back is focusing more on social media.

No one is asking for Celine to follow fans and send them gifts ala Taylor ( though if she wanted to we wouldn't complain ) but she have some updates , videos etc...not hey look what's on sale in the boutique! Lol

Anyways just a few random thoughts , this topic makes for a very interesting read.