Field Notes Inside an Integrated Communications Agency

Mariah Carey just scored her eighteenth number-one single on the Hot 100. With that accomplishment she overtakes Elvis Presley for second place of most number-one songs in the rock era. Carey is now slightly behind the Beatles who have twenty number-one singles.

Mind you Elvis died at 42 and the Beatles broke up at ages 27-30. Mariah at age 38 still has plenty of time in her career to completely ruin music as we know it. Okay, I’m not a fan but I respect her.

Mariah is technically a great vocalist. It takes super human talent to imitate a car alarm, but come on! The Beatles and Elvis Presley changed music forever. I wonder how they would be marketed if they were still around today?

Today, entertainers are all about the total brand package. Music is merely the soundtrack to the clothing, perfume, book, movie and sponsorship deals. A super successful franchise like Mariah Carey employs a team of publicists, marketers, agents and managers to keep her star twinkling bright even without…(ahem)…Glitter.

Makes me think Col. Parker was way ahead of his time.