The Simon Cowell Legacy: A New Direction
Simon Cowells new show could be the answer to the boyband void.
Most people over the age of eighteen can remember the boyband peak. 2012 to 2015 was the era of boybands: from One Direction to BTS, the industry was certainly dominated by teen boys and their fangirls.
As a fan, it is a period of happy memories of culturally-resetting albums, concerts and merch. From 2012 to 2016, one boyband ruled the world: One Direction. There was no escape from the five-piece with their faces plastered on nearly every surface and item possible.
Since their split, there hasn’t been a true boyband since. This is not fair to the current generation of fangirls. Since the ’60s there has been an iconic boyband for every era and generation. You’ve had the father of boybands, The Beatles, and ’90s heartthrobs, NSYNC.
This is the first time since The Beatles that a boyband hasn’t taken over the world. But why is it? And is there a gap in the market or have the fangirls moved on? For the first time, it can be argued that female solo artists dominate the industry.
Taylor Swift’s mammoth Eras Tour has paved the way and created a demand for solo female artists. With singers like Olivia Rodrigo and Sabrina Carpenter following in her footsteps, it is clear what the fans want.
With women finally taking over the industry do we need a fresh-faced boyband and do we need another product of Simon Cowell?
Who Is Simon Cowell?
Simon Cowell first graced television screens in 2001 with Pop Idol but he is most recognised for his time on The X Factor and Got Talent. During his time on these shows, he helped form bands like One Direction, Little Mix, and Fifth Harmony.
As founder of Syco and Syco Entertainment Cowell is responsible for a substantial proportion of British talent. Along with his global talent show franchise, he has won multiple awards for his contribution to the entertainment industry and the development of new talent.
It cannot be denied that without Simon Cowell the music industry would look incredibly different. Without him, there would be no Harry Styles, Camila Cabello or Kelly Clarkson. He is the reason for so many of today’s musical and cultural icons.
He was known as the grumpy judge who was hard to impress but more recently the world has seen a different side to the TV personality. Since most of his famous bands have split up, they have spoken out against their former boss.
Most, if not all, have trouble finding a good word to say about this music mogul.
Cowell’s new show will be different from his previous talent competitions. In production with Netflix, The Midas Touch will be a documentary instead of a reality-show. He announced his new show via a billboard in London which read, “Simon needs you.”
To replicate the One Direction formula Cowell is looking for boys aged sixteen to eighteen. But only forty people showed up for the first round in Liverpool. Could this be because of the new social media age, as Cowell argues, or because of his mistreatment of previous clients?
The Problem
You cannot blame young boys for not running to the auditions with everything we now know about One Direction. The best-selling boyband may have appeared to be living the dream, but that is far from reality.
Recently, different members of the band have come out about their mistreatment. In particular, Zayn Malik, who left the band in 2015 due to his mental health. Looking back on their career it is clear to see how overworked they were. Over 5 years they released 5 albums and did 5 back-to-back world tours. It was not a healthy environment and should not be replicated.
It was not just his boybands that were overworked but his girlbands as well. Little Mix saw a similar fate to One Direction and since going solo have recounted their time in the band. Perrie Edwards told Cosmopolitan UK that they had to “beg for time off” due to exhaustion.
It is arguably clear why Simon specifically wants young people. He wants naïve people who have no experience and so don’t suspect mistreatment when it is happening to them. Like Jade Thirlwall from Little Mix said, “I was only 18, and I think that naivety and innocence fared well for what I was put into because I was just so grateful to be there.” When you are that age it is exciting and new and you can’t believe you are living the dream — but it isn’t all what it is cracked up to be.
When you are that young, bright lights and fame seem so exciting, but it slowly wears off to show the truth. Behind the scenes of the fame, there is toxicity and mistreatment, that no young adult can prepare themselves for.
The Midas Touch
Not only did they have open auditions but invited singers from social media to attend. But again, this was not very successful. Fin from Liverpool received an invitation but turned it down by saying “Tell Simon Cowell to go f**k himself. Team 1D.”
Simon is just hoping that the band will be well-liked enough to spark attention and then gain the record deal through that. There is no prize essentially for putting yourself through this process. You aren’t promised a career just exposure.
Normally a Simon Cowell production has a guarantee of a career, but The Midas Touch has no promise of a record deal. Unlike his previous shows, Cowell is just hoping the band will be liked enough to spark the attention of labels.
But in this new social-media age, are competitive reality shows and documentaries needed for exposure?
How TikTok Has Changed The Music Industry
Everyone knows how powerful TikTok is. It controls trends, culture and the music industry. Some of the biggest pop stars have TikTok to thank for their careers. Artists like Doja Cat and Lil Nas X first found fame from their viral hits on the app. ‘Say So’ and ‘Old Town Road’ were some of their first viral songs and completely shifted the industry.
Not only does it give new artists a chance, TikTok also allows old artists and songs a whole new lease of life. Sophie Ellis-Bextor’s ‘Murder on the Dancefloor’ and Kate Bush’s ‘Running up that Hill’ both re-emerged in popularity because of the film or TV show they appeared on, but TikTok added another layer to their popularity.
Thanks to TikTok, songs from the past have had a new lease of life. ‘Murder on the Dancefloor’ and ‘Running Up That Hill’ are the most iconic. Although they both saw a huge boost due to the media they have been a part of, TikTok helped. TikTok adds a whole new layer of virality and exposure. Something that Cowell’s new show may not be able to achieve.
Will The Program Work?
Artists don’t need a show to gain a platform and exposure anymore; they can build their fanbase through social-media platforms such as TikTok. It is so easy that anyone can gain a platform from anywhere in the world, they can live semi-normal lives to support their dream. Unlike a talent show or documentary where they might stop working and lose money rather than gain.
Now, all they need is a snippet of a song or video to go viral and they have all the exposure they need. If anything, Simon Cowell needs the influencers to gain publicity for the show and auditions. He has met with popular UK influencers for promo but continues to criticise social media despite relying on it for his gain.
But has TikTok changed the music industry for good? Many have argued that TikTok has made the industry worse with artists fighting to keep up with trends or to set a trend. In some cases, labels care more for a viral hit over a substantial song that will be better for the artist.
It is all about a quick hit rather than longevity. Music now also features samples from the past to get that hit of nostalgia, there is little creativity in music now. And once your hit is no longer viral artists must fight to keep that audience entertained and engaged. This new boyband may only have five minutes of fame before people move on to something new and shiny.
Do We Need A New One Direction?
Will the public tune in to this show? Or will keep to TikTok to discover their new favourite artist? Will the boys on this show get the fair treatment and support they need or they will be left to fend for themselves in a toxic industry?
If Simon wants a new One Direction he needs to preserve a solid support system around them. This will ensure they don’t burn out and can enjoy their time in the band. Unlike his last band which ended in flames.
No one will support a band if they aren’t getting the proper support they need. Fangirls are extremely protective of their idols and will quickly turn on the management if they aren’t getting looked after. Without fangirl support, you have nothing but five boys who can sing.
You cannot argue that Cowell has had a lasting impression on the industry, but do we still need him to continue this legacy? Judging from the online backlash against his new show, probably not.
Story first published on Trillmag.
