A week ago, like millions of other people, Heather and I were captivated by the emerging sensation Susan Boyle. Between us we account for at least a dozen, if not more, of the you-tube views to date. A week later, some of the Internet chatter is about how the performance was entirely staged and manufactured by among others, Simon Cowell. My question is who cares if it was staged and manufactured? 

I think the probability it was manufactured is very low. More to the point anyone disappointed by the possibility that Susan Boyle may be a product of Simon Cowell’s creativity needs a reality check. It’s entertainment, not reality. Consume it for what it is, not what it isn’t, and you will be a lot happier. And, if you are one who doesn’t consume it at all, that’s fine too.

Today what fascinates me is the analysis some are making of Susan Boyle’s performance. Why it’s achieved such wide appeal and where all the hype might go from here. I’ll grant you this, where it goes from here will be the part that may be manufactured.

To date, the wrong analysis has been made of why or which specific part of Susan Boyle’s performance is responsible for the chills, the goose-bumps, and the world-wide reaction. It’s not, as some have argued, a case of underdog vindication. Nor is it some sort of guilt-ridden twisted penance for our usual desire to be consumed by the success of the young and sexy versus the likes of, well, a Susan Boyle.

Keeping in mind that I spend the better half of my professional life in a focus group setting observing the way people consciously and subconsciously react to things, our feelings and reaction has less to do with Susan Boyle’s actual singing ability and more to do with the way we react the judges and audience reaction. This is one time I wish it was possible to go back in time and prove the point by using Martin Lindstrom’s fMRI technique. As much as there are moments in the Susan Boyle’s signing that would cause spikes in the readings, these would pale in comparison to instances where a judge’s raised eyebrow, jaw-drop, swallow, or audience cheer are chiefly responsible for the chills and goosebumps. Don’t believe me? Watch the you-tube video again, pay close attention to where “it” gets to you, and let me know.

Manufactured or not, it will serve as more good entertainment to see where it all goes.

I know this, if i was in the business of helping to manufacture next steps I’d have Susan Boyle secretly appear on tonight’s or tomorrow night’s live airing of American Idol. The spin-off effect on both sides of the pond would be a producer’s or an advertiser’s wet-dream. At a minimum, I can’t imagine there being no reference whatsoever. One way or another Susan Boyle will be mentioned on American Idol or, as I said, there will be a surprise guest appearance.

As for other Idol-like predictions, Adam Lambert will win season 8, and by not later than the summer ‘09 he will be manufactured to the top of the pop-charts. Bet on it.

As for Susan Boyle, let the makeovers begin.

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