I can't see BTIKM moving into the Pop Top 20 in the US, maybe in Canada.
But I do think that the strategy makes sense.
Adam clearly is positioning himself to reach a broader audience. He needs to get on music buyers consideration set. I love Adam, but as a marketer, I am not a fan of the FYE album cover. Sure it got press but it is off putting to many people -- including most men I know -- gay and straight.
Not to rehash but the combo of the FYE album cover + glam rock/pop + the S&M retro dance pop lead single (FYE) + the AMAs + the makeup and style + the FYE Tour Style = Adam has a very very loyal niche fanbase.
The one song that really broke thru for Adam was WWFM -- a mid-tempo ballad that was broadly acceptable.
Now he has learned a lot. He has the opportunity to become really big and appears to be going for it. So he needs to reposition, build broad credibility as a musician-singer-songwriter. And repositioning an artist are the same as any brand --- you need to have a clear destination and articulate the brand vision and mission.
- Define the category you are in.
- Define the position you want.
- Build the message to communicate the message.
BTIKM is the perfect song to position Adam as a mainstream pop artist.
My guess is still that BTIKM will do OK on radio, and the next single will be a big radio hit.
ETA: I wish Adam would be nerdy more often. And I would love to have him tutor the Idol judges about vocal terms -- like "pitchy"!!
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