Christina Aguilera Expands Beyond 'Genie'
Billboard.com; Larry Flick; July 20, 1999
NEW YORK -- As pop ingénue Christina Aguilera scales The Billboard Hot 100 with "Genie In A Bottle," RCA Records is executing a multifaceted marketing strategy that's designed to capitalize on the active teen market -- while simultaneously exploring the 18-year-old singer's potential to connect as well with adult audiences. Aguilera's eponymous set is due Aug. 24.
In June, the label showcased Aguilera in New York, Los Angeles, Toronto, Las Vegas, and Minneapolis. Aimed primarily at BMG staffers, as well as local radio and retail reps, the gigs had the artist performing the album with only piano backing.
Aguilera will offer a similarly styled performance when she participates in the Lilith Fair Aug. 10, 11, and 13, except these shows will show her performing tunes from the album along with a cover of the Etta James chestnut "At Last." The dates will serve as a warmup to a late-summer/early-fall tour.
Shortly after Lilith, Aguilera will begin a string of television appearances that include an Aug. 27 spot on "The Tonight Show With Jay Leno." She will join Britney Spears, Tyrese, and 'N Sync on "Summer Music Madness," a concert special on UPN, slated to air in late August.
By then, the label plans for the hip-hop-derived single "Genie In A Bottle" to be omnipresent. So far, the track has sold 99,693 copies since its June 22 release, according to SoundScan, which has contributed to it leaping into the top five of the Hot 100 within three weeks of its debut. This issue it is at No. 3.
Directed by Diane Martel, the clip supporting "Genie In A Bottle" has begun to get active airplay on the Box and MTV. In fact, it's attained "buzz-worthy" status on the latter network's daily "Total Request Live" viewer call-in program.
"It's a dream come true that people are responding in such a positive way to my music," says the singer, who is managed by Steve Kurtz. "At first, I was a little afraid that some people might not completely get where I'm coming from -- particularly with 'Genie In A Bottle.' "
Aguilera is referring to the song's occasionally seductive lyrical tone. Fueled by a chugging groove and richly layered vocals, the tune is punctuated by a breathy command to "rub me the right way."
"The song is not about sex," she asserts. "It's about self-respect. It's about not giving in to temptation until you're respected."
In fact, Aguilera is anxious to use the tune as an opportunity to deliver a positive message to the young people who will buy it. "It's time for something different," she says. "It's time that music make kids feel confident and secure. And I'm looking forward to reaching out and touching as many of them as possible."
Among the avenues Aguilera will pursue on her mission will be the Internet, on which she is already the subject of 30 fan-operated Web sites. She hosted an online chat on Disney's site yesterday and will participate in an America Online chat Aug. 24.
The Wexford, Pa., artist has been preparing for the chance to reach a wide audience since she landed a spot in the "New Mickey Mouse Club" in Orlando, Fla., at the age of 12, appearing with such current stars as Spears, JC Chasez and Justin Timberlake of 'N Sync, and "Felicity" TV star Keri Russell. From there, Aguilera was picked to sing "Reflections," the theme to Disney's 1998 hit "Mulan."
"It was a great way to grow up," she says. "I got the most incredible education, both in terms of who I wanted to be as an artist and in terms of how the business works. It gave me the focus I needed to make this album."
The self-titled project provides an engaging blend of trend-savvy uptempo ditties and warm ballads produced by such luminaries as Carl Sturken and Evan Rogers, ex-System member David Frank, Stephen Kipner, and Guy Roche.
