NSYNC

Career Killers: The MTV Video Music Awards

The MTV Video Music Awards are this weekend. The only reason why I know that is because I’ve been wanting to write this column and looked up when the awards ceremony would be this year so I could post it beforehand.

That’s the extent of my knowledge of MTV and today’s music scene. I can’t remember the last time I actually tuned in to watch.

It’s easy to understand how someone like me could be so apathetic. MTV hasn’t played videos in years and doesn’t even stand for “Music Television” anymore, it’s fair to ask whether the Video Music Awards have outlived their usefulness.

It’s also a reminder of what the show used to mean. Edgier and hipper than the Grammys, the VMAs used to be mandatory viewing for anyone who liked music. Additionally, so many great, memorable and controversial moments happened on the show that you felt like you missed out if you didn’t experience it as it aired. Madonna writhing around on stage in a wedding dress. Prince giving us “Under the Full Moon” the sequel to Under the Cherry Moon that we didn’t know existed. Eddie Van Halen and David Lee Roth burying the hatchet — in each other. Kanye being Kanye. The list goes on and on.

And, of course, there have been plenty of less-than-stellar moments. Some have even managed to kill off an artist’s or band’s careers. Here are some of the biggest ones:

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Career Killers: “Twelve Months, Eleven Days” by Gary Barlow

You’d think that being the primary frontman of a boyband would be an excellent platform for solo superstardom. After all, it’s your voice on all those hit singles and your face getting the most screen-time in music videos. Indeed, Jackson Five frontman Michael Jackson and NSYNC co-lead singer Justin Timberlake were able to parlay their group dominance into individual success. If you consider Wham! to be a boy band (I’m not sure, to be honest), then George Michael is another example.

But others weren’t able to find much success outside of their groups. Ralph Tresvant sang lead on most of New Edition’s hit singles, but only managed two hits on his own. That was one better than either Jordan Knight of New Kids on the Block or Nick Lachey of 98 Degrees managed outside of their popular groups. And, of course, we’ve covered NSYNC co-leader J.C. Chasez’s solo debut album, which flopped so badly it ended his bid for stardom before it really began.

Then there’s the curious case of Gary Barlow. The Take That frontman was a fantastic singer who sang lead on almost all of his band’s songs. And whereas most boybands relied on outside songwriters, Barlow wrote or co-wrote nine Top 10 UK hits, including five #1 singles, during the band’s initial run from 1991 to 1996. When he went solo in 1996, the British media immediately anointed him as the next George Michael. Success was not only expected, it was preordained.

As such, that only made what eventually happened all the more shocking. In 2000, barely four years after Take That’s breakup, Barlow suffered the ignominy of being dropped by his label, all but ending his solo career. Worse, he had to watch as bandmate-turned-nemesis Robbie Williams wrote songs attacking him and making fun of his misfortune en route to becoming one of the best-selling artists in the world.

Where did it all go wrong? It started with his second album, Twelve Months, Eleven Days.

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Career Killers: The Super Bowl Halftime Show

If you go by the Nielsen ratings (which measures households), 19 of the 30 highest-rated programs in United States history are Super Bowls. If you look at average viewership, then the big game accounts for 28 of the top 30.

Either way you slice it, the Super Bowl is a proven ratings draw that provides a massive stage for players, performers and ad buyers.

As such, it’s no wonder that the Super Bowl halftime performance slot has become a highly sought-after gig for many musical acts.

When done right, the show can transcend the game and become an indelible part of the zeitgeist. In 2002, for instance, U2 gave a moving performance memorializing the people who lost their lives in the September 11 attacks and helped provide a moment of healing for a nation still in mourning. Prince, Bruce Springsteen, Tom Petty, Madonna and Beyoncé reaffirmed their status as superstars while younger contemporaries like Lady Gaga, Katy Perry and Bruno Mars made a case for themselves to join their ranks.

When done wrong, however, the show can kill off an artist’s career. After all, it’s one thing to have a bad night, but to do so with the whole world watching?

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Career Killers: “Nathan Michael Shawn Wanya” by Boyz II Men

We’ve seen how splitting from hit-making songwriters or producers in an ill-fated bid for creative control can kill an artist’s or band’s careers. We’ve seen how record label politics can kill an artist’s or band’s careers. We’ve seen how failed musical makeovers in the face of changing times can kill an artist’s or band’s careers. We’ve seen how deteriorating personal relationships can fester and kill an artist’s or band’s careers.

What happens when all of those things happen at once? You get Boyz II Men.

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Career Killers: “Turn It Upside Down” by The Spin Doctors

Unfrozen Caveman Law Writer
Career Killers, Music, New York, Reviews
Mar 22, 2021

UPDATE (07/06/2021): Thanks to Todd in the Shadows for citing this review in his latest episode of Trainwreckords.

We may remember the 90s as a turbulent period in music, full of angsty grunge and alternative bands like Nirvana, Pearl Jam, Smashing Pumpkins, Alice in Chains, introspective singer-songwriters like Alanis Morissette, Sheryl Crow, Jewel and Sarah McLachlan, gangsta rappers like Dr. Dre, Snoop Dogg, Biggie and 2Pac and superstars going through ironic and/or cynical stages like U2 and R.E.M.

But not everything was doom-and-gloom. Divas like Mariah Carey, Celine Dion, Whitney Houston, Madonna and Shania Twain sold boatloads of records and dominated the pop and album charts. The 90s also brought us the extremely non-ironic and safe-for-mass-consumption Hootie and the Blowfish, who became a cultural phenomenon when they released Cracked Rear View, one of the best-selling debut albums of all time. The decade also saw 80s stars like Bryan Adams, Aerosmith, Bon Jovi and Sting reach even greater heights. Even the hip hop world found room for decidedly non-gangsta acts like The Fugees, PM Dawn, Will Smith, Arrested Development and OutKast. And of course, by the end of the decade, the biggest-selling artists were bubblegum acts and boybands like NSYNC, the Backstreet Boys and Britney Spears.

Then there were the Spin Doctors.

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Career Killers: “Schizophrenic” by J.C. Chasez

When it comes to transitioning from a boyband to a successful solo career, the rule of Highlander is typically in effect: There can be only one.

In other words, boybands rarely produce multiple solo stars. For instance, Gary Barlow and Mark Owen both launched solo careers after the first Take That breakup, but neither of them made much of an impact – at least not compared to their fired colleague, Robbie Williams, who became one of the biggest pop stars of the 00’s. Nick Lachey and Jeff Timmons of 98 Degrees both released solo albums, but whereas the former had one big hit and one theme song that became fairly ubiquitous, I had to look up Wikipedia to remember the latter. Meanwhile, it might be too early to write One Direction’s epitaph, but it looks like Harry Styles is going to be the only real star to emerge from that group (sorry Zayn).

A couple of bands have bucked this rule. New Edition spawned multiple successful solo careers, but even then, only one member had more than one successful album. And of course, Michael wasn’t the only Jackson to become a solo star. Nevertheless, he so completely eclipsed his brothers, that he might as well have been — something that, apparently, stuck in Jermaine’s craw despite the fact that he managed a couple of gold albums and a handful of Top Ten singles.

So J.C. Chasez was already behind the 8-ball when he embarked on his solo career following NSYNC’s breakup. Bandmate Justin Timberlake had beaten him to the punch, releasing the popular and well-regarded Justified in 2002. That album, which would go on to be certified triple-platinum by the RIAA, was filled with infectious pop/R&B hits, funky beats and ear worms that allowed Timberlake to immediately establish himself as a solo superstar.

But if anyone could rise to the occasion, it was Chasez. The best singer in NSYNC and, possibly, out of all of the late 90’s/early 00’s boybands (Timberlake even admitted as much), Chasez had charisma, good looks, dancing chops and a proven track record. All he needed was to link up with the right producers and songwriters the way Timberlake had when he worked with the Neptunes and Timbaland for Justified and Chasez would be well-placed to break the Highlander curse.

Unfortunately for him, he recorded Schizophrenic.

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