A game plan for Carey
Can Mariah Carey make a comeback after taking $49 million to go away? Schooled observers recommend some fine-tuning before the derailed diva attempts a chart homecoming. Overhauling her music and image might facilitate a return to glory, says producer/composer Patrick Leonard, highly regarded for his Madonna collaborations.
"People do funny things with their image and make choices that can be damaging," he says, recalling a Peter Frampton pin-up poster that "pretty much smoked his career". Likewise, Carey's cheesecake displays may have overshadowed her musical gifts.
"It's easier to be sexy than to be a tremendous singer with a lot of soul," Leonard says. "If she were promoted a little less decadently and more conservatively and if she'd lean less on sexuality and more on musicianship, she'd gain credibility. She's a powerful singer with a brilliant voice, and that's been a little lost."
Leonard encourages Carey to ignore advice about savvy musical directions and simply go with her gut. "I ask every artist I work with, 'What do you really do?' Mariah needs to be incredibly honest and do what she loves. If it's urban and street, let it be that. If it's beautiful ballads, let it be that. But let it be real."
Sean Ross, editor of radio trade publication Airplay Monitor, envisions a Mariah makeover that pivots on a solid single. "A great record brought back Kylie Minogue," he says. "Cher was a figure of derision for years because of her infomercials, and a good song (Believe) changed everything. Last fall, Carey needed a really good record. Now she needs an incredible record."
Her image, tainted by erratic behavior and hospitalization for a breakdown, may not factor into future success. "Obviously no amount of personal drama is stopping Jay-Z," Ross says. "Assuming Glitter had been a great album, it probably would have gotten a boost from the publicity surrounding her."
Among changes Ross advocates:
* Ditch the formula of a sample-driven first single. "It's impossible to make a record with a loop from Candy that's better than Cameo's original."
* Limit the invitation list. "The next hit needs to be all hers." Duets with hot rappers don't appeal to early fans and tend to dim Carey's spotlight.
* Beware of bandwagons. Carey should seek undiscovered like-minded partners rather than enlist current flavors. "Nobody is a guaranteed hit-maker. Rodney Jerkins came up with the Brandy record, but he also did Holler for the Spice Girls. As much as we respect Rodney or Dr. Dre or Diane Warren, putting them in service of the wrong project won't help anything."
* Rethink remixes. Carey dilutes a song's potency with retooled versions for pocket audiences. "With Mariah's remixes, the R&B version has no resemblance to the pop version, and then we get a dance version. She needs one ubiquitous record. If it's the right record, all those different audiences will come to her. And radio will bend formats to play it."
* Don't belabor the hype. Carey's energies would be better spent on artistry than hyperactive self-promotion and an obsession with numbers. "She should stop worrying about having No. 1 chart hits and start worrying about having good records." (USA Today)
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