Everybody I know, from different countries, cultures, religions, beliefs and personal opinions would like to stay away from the subject “Celine Dion”. They just don’t want to talk about her, hear about her, comment about her and top of the list: listen to her sing. I don’t know a single person in the world who likes, or at least would bear to listen to Celine Dion’s music. Only mentioning the name is enough to make people frown and/or show disgust. Don’t get me wrong. She has a lot of talent and a powerful voice that would rank her among the best of her category, no doubt about it. Personally speaking, my problems with her are the repetitive and cheesy lyrics and melodies plus the constant habit of elevating the tone a little too much during performances (aka screaming).
However, how the heck
. She has sold 200 million copies worldwide up to April 2007?
. She was the highest paid artist in 2006 with more than $80 million dollars exclusively playing at a casino-hotel in Las Vegas – middle of an American nowhere desert?
. People would pay $200 dollars per concert (in average) to see her?
. A person would pay $200 dollars to see Celine Dion performing?
. Her new song (“Taking Chances”) is playing regularly in a lot of popular radios in Canada and probably worldwide?
. She appears in the hot spot of major newspapers, TV shows, magazine covers and ads all over North America?
. She performed at the prestigious and coveted American Music Awards, being introduced as the best-selling female artist of all-time?
. Air Canada paid a fortune to hire and promote Dion’s “You and I”, and had her as their marketing ambassador in one of their major campaigns a few years ago?
An absurd theory to consider is that only people from Québec, where Dion is originally from, could buy her music. The province of Québec has approximately 8 million people. Statistically speaking it means each inhabitant there would need to have bought almost 17 CDs from Celine Dion, which is impractica1ble and unlikely. Add a few selections, like the fact the bulk of her music is not in French anymore (a big impact in a Francophone place like Québec), and the average per person could triplicate. How does she sell so much then? What sells her? Her music? Her voice? Her personal life? Her legs?
Now consider another question: what would be Celine Dion’s music net selling? She sold 200 million copies, this is audited, but how many people threw the CDs in the garbage, had it stolen (including mine), gave it to charity, friends or acquaintances (to be thrown in the garbage once again)? In the end, total number of sold copies minus number of tossed copies would be 50 million? 35 million perhaps? It doesn’t matter, it would eventually be a big figure anyway. Mechanisms to calculate retention of loyal fans are still oblivious to marketers. Very likely they’re not even thinking about it. Once you stuffed an artist’s music to someone the work is done, at least until the next release. Such kind of product is all about acquisition, little back-end.
I shall get back to the point though. Can someone explain why or at least how she sells? This is one of those marketing contradictions who just don’t go away easily.
However, how the heck
. She has sold 200 million copies worldwide up to April 2007?
. She was the highest paid artist in 2006 with more than $80 million dollars exclusively playing at a casino-hotel in Las Vegas – middle of an American nowhere desert?
. People would pay $200 dollars per concert (in average) to see her?
. A person would pay $200 dollars to see Celine Dion performing?
. Her new song (“Taking Chances”) is playing regularly in a lot of popular radios in Canada and probably worldwide?
. She appears in the hot spot of major newspapers, TV shows, magazine covers and ads all over North America?
. She performed at the prestigious and coveted American Music Awards, being introduced as the best-selling female artist of all-time?
. Air Canada paid a fortune to hire and promote Dion’s “You and I”, and had her as their marketing ambassador in one of their major campaigns a few years ago?
An absurd theory to consider is that only people from Québec, where Dion is originally from, could buy her music. The province of Québec has approximately 8 million people. Statistically speaking it means each inhabitant there would need to have bought almost 17 CDs from Celine Dion, which is impractica1ble and unlikely. Add a few selections, like the fact the bulk of her music is not in French anymore (a big impact in a Francophone place like Québec), and the average per person could triplicate. How does she sell so much then? What sells her? Her music? Her voice? Her personal life? Her legs?
Now consider another question: what would be Celine Dion’s music net selling? She sold 200 million copies, this is audited, but how many people threw the CDs in the garbage, had it stolen (including mine), gave it to charity, friends or acquaintances (to be thrown in the garbage once again)? In the end, total number of sold copies minus number of tossed copies would be 50 million? 35 million perhaps? It doesn’t matter, it would eventually be a big figure anyway. Mechanisms to calculate retention of loyal fans are still oblivious to marketers. Very likely they’re not even thinking about it. Once you stuffed an artist’s music to someone the work is done, at least until the next release. Such kind of product is all about acquisition, little back-end.
I shall get back to the point though. Can someone explain why or at least how she sells? This is one of those marketing contradictions who just don’t go away easily.
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