I think we all knew "X" wasn’t going to do wonders for Kylie’s career in the US, but after a week of intense TV whoring on top-rating shows like "Dancing With The Stars" (where she performed both “All I See” and “Can’t Get Your Out Of My Head” before 20 million viewers), "Ellen", "Today" and "The Late Show", you assume enough viewers will be impressed for a Top 40 debut to occur. Well maybe a Top 75 debut? No? Well ad least a Top 100 debut for sure!? Unfortunately no. It appears last week, only 5,500 Americans were interested enough in Kylie to purchase "X", helping it debut at an embarrassingly low #139. When you compare that to Kylie's US success 5 years ago with "Fever", which reached #3 and platinum status, the decay in Kylie's US popularity is astonishing. Hell, even Kylie's "flop" album, the under-appreciated "Body Language", managed a #42 peak in February 2004.
So what went wrong? Firstly, single choice. "All I See" never was and never will be single-material (unless given great remix treatment). Don't get me wrong, I love the track but it's forgettable and unimpressionable (two words that should never describe a first single from an album). This is proven due to the fact it's had ZERO impact on US radio – ironic considering it was quite obviously designed for US radio (not to mention the cut-and-paste rap provided by Mims). And this is where Kylie's people get it so wrong. The reason "Can't Get You Out Of My Head" and "Love At First Sight" were so successful on radio was because they were distinctively KYLIE - not Kylie trying to be Beyonce or Janet Jackson. They sounded like nothing else on US radio, hence they stood out. Why would Americans download faux r'n'b songs from skinny little white girls, when their own market produces the likes of Beyonce, Alicia Keys and Mary J?
Secondly, if you're going to release a weak first single, ad least give it a bloody video. How does Kylie expect to get coverage on music channels when she has no music video to promote her single? IMO, "In My Arms" should have launched "X" in the US. It's classic Kylie without the over-the-topness of a song like "Wow" for example, and the video is cool and stylelised (much like the Fever era was) without being overly camp. Ad least “In My Arms” would have found success in the US clubs.
Thirdly, one week of interviews (a Kylie US tradition) is just not enough! Why isn't she performing small shows around the states? Why isn't she doing club gigs? How else does she expect to connect with a fanbase when she's not out there performing? Did she actually do any radio interviews? I'm not sure myself. Promotion in the US is always so lazy when it comes to Kylie, you wonder why she bothers in the first place.
Personally, I don't think Kylie has ever cared for US success. Had it not been for the surprise success of "Can't Get You Out Of My Head", I don't think she would have even bothered trying to crack the market. But after this very harsh blow, I think it's fair to say that any hope of future US attempts are now dead and buried. I'm sure Kylie is feeling really embarrassed by these results, and will want to move on from the US, without having to suffer further humiliation. Like Robbie did, it's time for Kylie to admit defeat and concentrate on the markets that embrace her.
For the article on Kylie's US results click here.
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