Notes » June 2003

Boy'Z

Boyz in the Hood. Boyzone. Boyz 2 Men.

In Hong Kong: Boy'Z. Remedial spelling lessons are in order. Does the entertainment industry have something against the letter "S"?

View large image Meet Steven and Kenny, rising stars in the Cantopop world: the male equivalent to Twins. Many ads feature these fresh-faced young men. Most times, one, if not both, has his mouth open in an "Oh-my-God-look-how-much-fun-we're-having" expression. 90% of the time it looks like what it is: manufactured.

Insincere.

Marketing.

It's a part of the Hong Kong entertainment industry's image-making formula.

Step One: Take one or more good-looking, marginally talented individuals, get a CD out as fast as possible and plaster their images all over the city.

Step Two: Find a movie script and insert them into the acting ranks, even if they can't act.

Step Three: Pump out another CD before the frenzy dies down from the first. Plant their faces in the minds of discriminating consumers everywhere.

Step Four: Make numerous public appearances at shopping malls to reach the target audience; they're jammed full of people doing what Hong Kong residents do best: spend money.

Step Five: Gratuitous paparazzi photos in newspapers and magazines, social engagements with other Cantopop stars, product endorsements, and so on.

I expect a flood of e-mail defending the, ahem, Boy'Z, which will center around how cute they are rather than their talent. I haven't heard them sing, so I can't judge their abilities. But knowing what I know about Cantopop, it doesn't look good.

Now if you'll excuse me, I have an appointment to get my photo taken.

With my mouth open.

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