Christina Aguilera first sets the mood and then sells bling
Last week was a busy week and a story I put a lot of time into fell apart. That happens sometimes. And, as I was frantically looking for things to write, I sent a hasty e-mail in response to a press release requesting an interview with Christina Aguilera, who was making some sort of hosting appearance Friday night at Tao at Venetian. Imagine my surprise when the answer came back: "Yes."
This being Vegas, I should have looked at once for the strings and stared into the mouth of that gift horse. I would not have had to look far. Advertisements for Aguilera's appearance at Tao on Friday gave her second billing to Stephen Webster, a famous jewelry designer. And, in fact, had I read the advertisement, in slightly smaller font but still in pretty big print, I would have seen quite clearly that the event was to "celebrate the launch of the 2009 collections by Stephen Webster." A little homework would have told me that there was a huge jewelry convention going on in Vegas. Aguilera was at Tao to have a private dinner and then host that evening at the club to impress jewelry buyers and industry insiders using her fame to push the product line. It worked too. With national as well as local media, Aguilera's presence brought coverage usually not afforded trade shows in Vegas. Or, as the talkative Stephen Webster put it: "The biggest jewelry show in America is going on now. Everyone launches new products here. It is not so much about Las Vegas as it is about this show is in this city and that is why we do our events here." That is a pity to a blogger who covers Vegas.
My interview was set for five minutes, and I was told Aguilera would only do interviews alongside Webster. But as these things happen, by the time I was brought back to Aguilera in her private dining room at Tao, everything was running late. I was told I would be allowed to ask only one question that did not relate to jewelry and that question would be the sign: After she answered, the interview was over. The public-relations people were not quite that strict, but with everyone hovering nervously, the conversation between us lasted a little more than three minutes before she had to end it. I did not get a chance to ask her about her ownership steak in LAX at Luxor, which I am very curious to hear her view on. But I am guessing she would have expertly said nothing. Asked about Eminem's new disc, she expressed no knowledge of it. Asked about her own disc that may be coming out this year, she claimed to have made no decision about the title. The most interesting aspect of her music-making process that came up is that she uses a mood board to help plan albums. Do you think Bob Dylan has done it that way?
Of course, this mood-board thing came up, unsurprisingly, because the mood board was the connection between this untitled Aguilera disc and Stephan Webster's jewelry line. "I am not part of the design; I am merely the face," Aguilera told me. Then she clarified: "What actually happens is that I give him the direction I am going with my next album. My last album had a vintage, retro, glam appeal. And this next album which I am almost finished and am about to release has a very modern sense about it."
Webster added: "A year ago, I was at Christina's house, and she was showing me her mood boards for her new album; this was before any recording was done. I am quite good at looking at a mood board and understanding what the vibe is going to be about. I then go off and do my jewelry design and she goes off and does her album. But what you have is the same starting point. So, it works."
"Right," Aguilera agreed. Asked the mood of the new disc, she added: "Futuristic in terms of looking into the future and giving it a new twist and a new sensibility." How do you give a new twist to a future that hasn't happened yet? Aguilera explained: "I am working with a lot of electro artists to make that come alive. That is what really inspires me at the moment. And what is great is that I interpret it in my musical way and he interprets in his jewelry way."
With that, everyone started signaling it was time for me to leave, but Webster wanted to add one thing:
"The other night, I was fortunate enough to listen to Christina's new album, and the next day, I e-mailed Christina about one track for the name of a jewelry line. But that really is the way we collaborate with each other."
After the brief interview, Aguilera posed for a photo with Webster (of course). Then the two of them hit the red carpet for a few minutes before returning to the dining room to eat. The expert skill the duo displayed for staying on message about jewelry would make them the envy of any politician. At the end of the red carpet, I saw Robin Leach ready to interview Aguilera, but the tiny singer vanished under his arm, which was extended, holding out a tape recorder. Instead, Leach was left to talk jewelry with Webster.
So, if you want to know what Christina Aguilera's new disc will sound like, check out the bling on these two. After all, both spring from the same mood board.
Photo: Sarah Gerke



"ownership steak" whoops.
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Posted by: vicky | June 01, 2009 at 07:24 PM
So let me get this straight; the story you were working on fell apart, so you substituted this non-story advertorial instead? Hm. Having found the strings, you should have cut them and having seen the gift horse, you should have had it put down. Until journalists begin to wield a little of their own power, including the demand that flacks not lay down the ground rules, all we're going to get is this sort of, um, stuff that drops out of the gift horse's hind end.
Posted by: Thane Tierney | June 01, 2009 at 08:01 PM
Thanks for reading. Yes, when one story falls through I have to find another one. I think a version of that is true at most jobs? I hope I have not written an advertisement for the jewelry. But I was covering an event about the jewelry and so I wanted to include it in the item. I was also attempting to provide in the coverage something that showed readers how at these events marketing is created and the attempt is made to control the media. Maybe that is impossible-- to show how a tool works without being a used as one--- but I tried. yrs, Richard
Posted by: Richard Abowitz | June 01, 2009 at 08:21 PM
Fair enough about having to fill space; the blank page (or screen, these days) is a monster that cries to be fed. Especially when (as I am) you're paid by the story/inch/word/etc. And maybe that was the best story you could get with the clock ticking in the background. And maybe I'm just so fed up with the steady stream of pre-chewed Entertainment Weekly/TMZ/OK!-style "news" that I cocked one barrel too many. I would have much preferred reading a story about how you, upon finding out the ground rules for the Aguilera piece, told her handlers to take a hike... Or even how you ignored her ground rules and what happened as a result. And when it comes to jewelry, I'm sure there's another place where the conflict diamond scenario is being played out, or how some jewelers have adopted a code of ethics when it comes to buying beads (the working conditions in some semi-precious stone processing operations are truly abhorrent). But I suppose this was a fairly easy "get," and readers who don't ask for more aren't likely to receive it. So please register me in the "asking for more" column... and thanks for your thoughtful reply.
Posted by: Thane Tierney | June 01, 2009 at 08:41 PM
I don't know if it is cool with the bosses to write about how I am paid. But it is not in the way you say nor in anyway that puts quantity over quality. But my job is to cover entertainment in Vegas, and so it was not empty space but the need to fulfill that responsibility. This was a major star at an event at a top Vegas club. And, I had no objection to covering that event even more in some ways because it turned out to be connected to a large trade show. I want to understand entertainment at those better. The trade shows are this interesting parallel universe that gets the most amazing exclusive shows I hope to write more about them in the future. But in other items over the years, I have done just as you suggest and not agreed to rules, written about those requests and walked away from interviews and red carpets. There are also the stories you don't read because the publicist made demands that were not right. But in this case the PR people did not even demand that I ask her about the jewelery only that I was allowed one question not related to jewelry. And, in the end, they did not enforce that rule, because it did not matter. No matter what I asked her about, I think, she was going to talk about the jewelry. Again, thanks for reading and taking the time to comment. Yrs., Richard
Posted by: Richard Abowitz | June 01, 2009 at 08:55 PM
Hey Richard,
It would be interesting to know if she still has any involvement in the nightclub at the Luxor. And if so, why was she hosting an event at the nightclub in the Venetian?
Posted by: Wally | June 03, 2009 at 01:44 AM
where's her wedding ring???? =O
Posted by: karrie | June 07, 2009 at 01:57 PM
Hi Richard,
Thanks for the article - interesting to know that she develops mood boards for her music - and this also gives quite a fascinating glimpse of an event and promotion. Also highlights the lending of names and brands to other product opportunities. The jewellery didn't really matter - the star's bling factor sold the bling. Thanks.
Posted by: Lauren | August 01, 2009 at 10:19 PM