Do The Dougie (SoundWatch)October 04, 2010

Do The Dougie (SoundWatch)

Photo Courtesy of Michael Underwood/PictureGroup

Every Monday, On Demand Weekly presents SoundWatch, a new weekly column on the latest in music entertainment available on demand, one of the most popular VOD categories. New contributor, Sky McCarthy, will give readers an inside look at what's happening in music on demand.
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This Week: On to the Next…How Different Artists Adapt Their Image


What's Hot Now On Music Choice On Demand - Top 10 Music Videos* (week ending 9/19/10)

1 Eminem (Shady/Aftermath/Interscope) “Love The Way You Lie”
2 Chris Brown feat. Kevin McAll (Jive) “Deuces”
3 Drake (Cash Money/Young Money Ent./Uni…) “Miss Me”
4 Nicki Minaj (Young Money/Cash Money) “Your Love”
5 Usher feat. Pitbull (LaFace) “DJ Got Us Fallin’ In Love”
6 Justin Bieber (Island Def Jam) “Love Me”
7 Cali Swag District (Checkmate/Capitol) “Teach Me How to Dougie (Remix)”
8 Ciara feat. Ludacris (LaFace) “Ride”
9 B.o.B. feat. Hayley Williams (Atlantic) “Airplanes”
10 Katy Perry (Capitol) “Teenage Dream”

SOURCE: Rentrak On Demand Essentials, Music Choice Custom Site

Cali Swag
Cali Swag (Michael Underwood/PictureGroup)


Fresh Picks: New and Noteworthy Starting 10/04 on Music Choice On Demand

  • Kelly Rowland “Forever And A Day” (Universal Motown)
  • Waka Flocka “No Hands” (Warner Bros.)
  • Gucci Mane “It’s Gucci Time” (Asylum/Warner Bros.)
  • Juan Luis Guerra “La Calle” (Capitol Records)
  • Allstar Weekend “Come Down With Love” (Hollywood)
  • The Pretty Reckless “Make Me Wanna Die” (Cherrytree/Interscope)
  • Reba McEntire “Turn On The Radio” (Valory)

The New Chameleons: How and Why Artists Change Their Personas…And Does It Really Work?

Everyone is trying to be a triple threat today. The airwaves are constantly abuzz with crossovers trying to prove themselves in a new realm. This week Music Choice On Demand has plenty of videos showcasing artists who have tried to break away from their past – be it brushing off a good girl image, saying sayonara to a dorky teenager or stepping into a solo act.

Taylor Momsen, probably best known as Jenny from the CW hit “Gossip Girl,” has taken a detour from the Upper East Side with her new, real-life band The Pretty Reckless. Seventeen-year old Momsen has been extraordinarily vocal in expressing her love of rock music and has done her best to play the party while dressing like a beat up hooker with raccoon inspired eye-liner to prove her point. While some columnists may be appalled by her over-exaggerated statement that rock is dead and she is the sole prophet who will bring it back, her band does have a great sound.

It may not be the most original or edgy thing out there today, but “Make Me Wanna Die” (video available On Demand) is a catchy rock anthem by a self-proclaimed good-girl gone bad. Perhaps Momsen has always had this rocker chic side to her personality just waiting to be unearthed. But since many actors turned singers face difficulty breaking away from their on-screen personas, Momsen has clearly felt the necessity to over-do her anti-society attitude in order to promote her band as the absolute antithesis of a sparkly bubblegum pop princess. Unfortunately for Taylor, her fans from “Gossip Girl” are probably of the same demographic as those that tune into any Pretty Reckless hits.



Rapper Drake is now famous for his danceable hip-hop beats but this multi-tasking performer was not always so cool. Drake, who is Canadian, appeared on “Degrassi: The Next Generation” for the duration of the series as a physically disabled, wheel-chair bound basketball player. Drake, who was born Aubrey Drake Graham, may be more clean cut than some his more hard core counterparts (see Lil Wayne or Eminem) but has certainly ditched any homely pretense from his Degrassi days. Being a triple threat nowadays seems pretty common but very few artists like Drake are able to successfully transition from sensitive actor into a street worthy rapper.

Drake’s success is actually due in major part to the booming internet generation as his first LPs were made available exclusively (probably not by choice) via his own MySpace page. Online, you can be whatever you want to be and geeky Aubrey morphed into the suaveness that is now simply known as Drake. Check out his videos for “Miss Me” and “Find Your Love” on Music Choice On Demand to see just how far his talent has come.

Changing one’s image isn’t always about switching professions. Sometimes spicing it up in one’s field is good enough to make a splash. After Destiny’s Child disbanded and the girl power movement seemed on its way out, it was clear that Beyonce was literally destined for greatness while the two remaining members Kelly Rowland and Michelle Williams were left to fend for themselves in a very unforgiving business to pop-band cast offs (Justin Timberlake vs. the rest of *NSYNC anyone?!).


Kelly Rowland
Kelly Rowland

While Michelle Williams turned singing Gospel music for a fresh start, Rowland had a few featured spots singing the hook for well known rappers’ songs but only recently has begun to truly step out as a force all her own. Teaming up with international DJ sensation David Guetta has given Rowland new musical life, transforming her former R&B notes into club-worthy electronic hits that have been consistent performers on Dance charts around the world. If you liked “When Love Takes Over,” be sure to check out Rowland’s latest Apple-technology inspired collaboration with Guetta, “Forever and A Day” available this week on Music Choice On Demand.

With a little ingenuity, artists can reinvent themselves and breakaway from a pigeon-holed persona from their youth. It could be a costume change, heavy viral promotion, or a special collaboration that helps boosts a new phase of an artists’ career but more people than ever are finding that making such a re-identifying transition can be fun and profitable!

Check SoundWatch every week for the latest in Music On Demand and scintillating pop culture discussion!

- Sky McCarthy

Sky McCarthy is a new contributing writer to On Demand Weekly and a television enthusiast (ask me about anything!) currently working in entertainment in New York City.

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*SoundWatch lists the most watched music videos on demand as well as the week's new music videos from category leader, Music Choice On Demand (Music Choice, the multi-platform video and music network, delivers its music programming to millions of consumers nationwide through their televisions, online and mobile devices).

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