Boy George: Your Tranny Brother

At the height of Culture Club’s success I remember people complaining that Boy George should have been able to make it solely on musical talent, without needing to resort to gimmickry…ie dressing in cosmopolitan drag. He was a talented writer and singer, but–consciously or unconsciously–he realized that audiences are not attracted to artists purely on the merit of their musical output.

We know this is true because there are endless examples of uniquely talented musicians that never garner a substantial following. That’s because what actually attracts us, as listeners, I believe, is an artist’s identity.

It’s true that this identity is built in part around the style and content of the songs, including the lyrics and the overall tone/sentiment. But for a star to be born, it’s critical that the music align properly with a host of other attributes, including the voice they were born with and the way they choose to use it; the physicality they were born with and how they choose to dress it up; how they move; and how they interview. The persona constructed with these tools needs to be instantly recognizable and compelling. (I won’t go so far as to say ‘appealing’, because there are plenty of celebrities that we love to hate.)

Speaking recently of the Supremes, Diana Ross wasn’t the lead singer of the group because she had the best voice in a technical sense. But her effervescent look and pastel-sounding voice combined to make her a compelling figure: she had instant identity.

Whether it’s the first few lines of a song, or a photo in a magazine spread, the audience needs to get a sense of the artist’s identity similar to the impressions we form of the people in our neighbourhoods we see around but haven’t had personal conversations with yet.

Here are some artists with identities so clear and compelling, whether we like them or not we all feel as though we know them from around.

50 Cent: The Thug That Wants A Hug

Bjork: That Girl Down The Street That Was Rushed To The Hospital After Swallowing Marbles

Tina Turner: That Survivor Aunt Of Yours

Stevie Nicks: Your Friend’s Gypsy Mother

Bruce Springsteen: That Guy Who Works Down At The Factory

Prince: Harlequin-Gigolo In A Fairy Tale You Once Read

David Bowie: The Alien In The Book You Read In 6th Grade

Pink: That White Trash Neighbour With The Pit Bull

Madonna: That Brazen Girl In High School That Was Always Saying Trashy Things For Shock Value

All musicians are driven to make music. Those that are also driven to author every aspect of their public persona–from clothing to video treatments–end up having a lot less time to sleep but they have an edge over the rest, both in terms of career control and potential for success. That’s because most of us lack the ability to stand back and get a clear perspective on who we are, pinpoint what’s compelling about ourselves and amplify it.

Those who can’t must rely on industry executives’ abilities to look inside them and tailor the right persona…a rare feat in itself. If they get it wrong, the project will fail either because the identity won’t be compelling, or the artist won’t be able to carry an ill-fitting persona for very long before the audience sees through it.