Taylor Hicks Is Laughing All The Way to the Bank

By Jo Piazza Posted May 23rd 2010 01:00PM

Now that 'American Idol' is once again down to the top two, we'll be seeing a lot of those 'Idol' lists. Most successful 'Idols,' most album sales, fan favorites. There's only so many times we can read about Kelly Clarkson and Carrie Underwood, no?

Well 'Idol' success comes in lots of shapes and sizes. You have the Carrie and Kelly set. They've each sold over 10 million albums and reached superstar status.

There's the Chris Daughtry business model, which involves consistently churning out good albums that sell well to a certain group of fans. It's more modest than Kelly and Carrie's model, but it has still made Daughtry a household name and a millionaire many times over. Then there's the Taylor Hicks business model.

Hicks is often unfairly derided for the path he has taken after 'Idol.' Last year, the New York Times kicked off a story about 'Idol' success using Hicks as a cautionary tale. "It is doubtful that any of the remaining 24 contestants on 'American Idol' hope that they will be playing the Teen Angel in a touring production of 'Grease' in Milwaukee three years from now. But that's what Taylor Hicks, the 2006 'American Idol' winner, is doing. And it shows that winning the most popular talent competition in the country is no guarantee of superstardom," the Times wrote.

And it's true that winning 'Idol' is no guarantee of superstardom, but I think any of the 'Idol' constestants would be pleased as punch to be pulling in, according to insiders, the $3.5 million that Hicks has brought in during the past 18 months for his tour, album and merchandise sales and appearance fees.

Hicks' business model is different from those of other 'Idol' contenders. He has been on the road since he won 'Idol' in 2006. His things are still packed away in boxes in his parent's basement.

Hitting the road means building a fan base, and from those 18 months of touring, Hicks has made personal contact with nearly 1.1 million fans in 48 cities across the country. That number becomes 2 million if you factor in personal appearances.

After each performance of 'Grease,' Hicks performs a song off his album, 'The Distance,' for the audience. They can buy his music and his merchandise in the lobby. And since that album is under his own label, he sees more than 50% returns on each sale, at least 30% higher than an artist signed with a label. Since the start of the tour, more than 100,000 copies of 'The Distance' and a second album off Hicks' label, 'Early Works,' have moved -- half of those hand delivered from Taylor.

You can't buy better publicity than that. And he still gets paid in the five figure range for appearances. Not too shabby.

"Four years after winning 'Idol,' I still have fans who are interested in my endeavors," Hicks told me the other day as he was preparing to do his final show on the 'Grease' tour. "I don't think that success should be measured by how many records you sell, but by how many lives you can touch."

And the lives Hicks has touched will translate into a lucrative fan base for his next project. Hicks is now mulling television and movie projects that he plans to pursue once he gets off the road, gets a place of his own and settles into a nearly normal life.

"The success that Broadway has given me has allowed me to be able to parlay that into music, some television and film, but I think you have to pick the right role and it has to be the kind of role that will bring along my fans, the 'Idol' fans and the 'Grease' fans," Hicks said.

One of the most valuable assets for any celebrity is the intangible strength of their brand. It is paramount to make sure that this brand is properly managed along the way to maximize value and brand equity. For an artist who wins 'Idol,' the value of their brand is determined by the customer. The brand value creation process begins at the moment that the celebrity makes contact with the consumer.

"I think winning 'Idol' allows you the opportunity to become a household name and after that you have to have a hard work ethic. The branding process begins when you start the show, and a win gives you an opportunity to take that in any direction you want. There are ups and downs and peaks and valleys obviously, but if you work hard it will pay off," Hicks said.

So sometimes an 'Idol' win isn't a golden ticket, but it's a good place to start. The hard work comes in translating the win into marketplace dollars. Hicks' strategy of fan building may look like a slow burn now, but he's laughing all the way to the bank.

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Tags: American Idol, carrie underwood, chris daughtry, grease, kelly clarkson, taylor hicks

Comments

(63)

Sunday 23 May

By Brandy

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Great article! Glad to see Taylor Hicks has done so well, didn't expect anything less. He is truly a unique entertainer with depth and originality.

Monday 24 May

By stargazer

I read about Taylor with a big ol' grin on my face. Good for him. AI kicked him to the curb and he didn't waste a minute in picking himself up and building a wonderful career. He certainly is a good business model for other folks to watch.

By D'sGirl

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While I will give it to him for being able to sell his cd during the tour...I wouldn't call him AMAZING because he sings one song during the show, and one from his CD. Big deal. I want to see him STAR in a Broadway show...carry it all the way to a Tony Nomination, and then take it on the nationwide tour this summer....much like American Idol SIXTH place finisher, Constantine Maroulis, is doing right now. Taylor was the WINNER of American Idol, this is the best he could do???? I would have to give kudos to his manager for getting him this piggyback deal.

By Abby

No, that's not the best he could do. That's WHAT he wanted to do. Go Taylor Hicks!!!

Saturday 29 May

By medolark

I don't think the manager gets the credit. Taylor is a one man show; owns his own label and does his own pr. One of a kind. "Best he could do?"?????? Wow 3.5 mil is fantastic for an eighteen mo gig. Ü

By rocksoliddlm

I really like Taylor - liked his book and his cd's - really liked seeing him play at HOB in Vegas. He is a great looking person who seems very very nice. I am looking forward to seeing him on tv or movies - I'm glad he won, but I think he would have been better off not winning american idol. The last few haven't done much or sold many cd's so why is he the one always in question? Anyhow - good for you Taylor - looking forward to whatever you have in line next.

By charlie

Taylor Hicks and Carrie Underwood are my favorite idol winners. He is a wonderful entertainer and deserves as much as he gets for his diligence and extrememly hard work. go taylor.

By rosiemario

Taylor has always done things his way and it's paid off for him big time. Yeah, Idol definitely "did him wrong" the way they treated him.......after all, HE DID WIN and that surely counts for something!
I've seen Taylor live at the Beacon Theatre ON BROADWAY and he was AWESOME.......that old concert hall was smokin hot that nite and Taylor knows how to entertain an audience and make everyone feel real good! I saw him in Grease also ON BROADWAY!!!!
You go Taylor!!! You deseve all good things and your loyal fan base will be supporting you all the way!!!

By jbjg24m

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not a bad singer, he should stay with the singing

By sandy

Just saw Grease last night with Taylor Hicks as Teen Angel. I have never watched American Idol, but I must say that he was outstanding! He really has a great voice!! Loved the show!

By sls

I still contend Taylor Hicks was the most talented blues and soul singer Idol ever had. The powers didn't know how to market him because he didn't fit into the Lady Gaga Top 40 genre. Their loss. I think we can now agree that success is defined in many ways, one of which is the way Taylor is pursuing it. A lesser person would have folded up the tent and gone home if he or she was subjected to the ridicule he has had to endure for the past 4 years. His is a marathon of a career not a sprint and I contend he will be around long after those like Daughtry and Clarkson disappear. Keep on keepin' on, Taylor, dude! You ROCK!!

By Cissy

Good for Taylor!! I always thought he would make a great Billy Flynn in the musical "Chicago". Producers: Are you listening???

By Mitz

Glad to know he is doing well. May have had a cameo part in Grease but he stole the show. Understand he sold 3 times more first albums than the last winner, and more than the runnerup, Adam Lambert. I understand he turned down two roles for Broadway plays, Hairspray and Chicago, before accepting Grease. I look forward to his future endeavors.

By JerryW

He sold 300,000 how is that more than Lambert. or KA downloads? Remember 3 mil in a 3 year span is not great...KA made that in one year...I don't get this article at all...OF course he would sell more CD's back than..no itune downloads to contend with..this is such a lame article.

His first cd went platinum. The 3.5 mil is just for the last 18 mo with Grease. Ü

By Goodvibes27

Taylor was the unlikeliest Idol winner ever and maybe the most deserving, someone who had paid his dues for years before his win. He won by knowing how to perform onstage, but with his age and style of music I knew he would never be a top 40 star, but it looks like he has found his niche by touring. Glad it has paid off handsomely for him!

By wisdom

who is tyler hicks

By seencats

no wonder your asking--his name is TAYLOR Hicks, i think you need a little wisdom

By Carol Sue

Love Taylor. I'm glad he is doing so well. Slow and steady is sometimes the way to go. I hope he continues to do well.

By Rick

Just goes to show you what intelligence and hard work can do in America. Congrats, Taylor.

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