On Demand Weekly

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: New Offerings from the Youngest Acts in the Game

What's Hot Now On Music Choice On Demand - Top 10 Music Videos (week ending 10/24/10)

SOURCE: Rentrak On Demand Essentials, Music Choice Custom Site

Fresh Picks: New and Noteworthy Starting 11/8/10

• Willow Smith “Whip My Hair” (Roc Nation)
• Jason DeRulo “What If” (Warner Bros.)
• Lil Wayne “I Don’t Like The Look Of It” (Young Money/Cash Money)
• Twista “Make A Movie” (Capitol)
• Skillz “Call Me Crazy” (E1)
• Duffy “Well, Well, Well” (Mercury)
• Gwyneth Paltrow “Country Strong” (RCA Records)

Kids on Top in 2010
The explosion of pint-sized child singing sensations is not a new phenomena. Michael Jackson (R.I.P.), David Cassidy and a host of others can trace their stardom back to practical infancy. But there is no doubt that today’s stars, both young and old, face a host of problems that celebrities of yester-year never dreamt of.

For one, the internet has sensationalized anything and anyone “famous” and once that spotlight is turned on, the paparazzi are unwilling to grant their prey a moment of rest. For a young starlet, the result of this constant pressure can certainly backfire (LiLo anyone?!) and produce devastating effects.

Today, the boundaries of sexuality have also been pushed to the limit and children everywhere are forced to grow up in an era where making a sex tape seems to be the status quo path to becoming a household name. Protecting a child star from the spotlight while somehow shielding them from the pressure to be sexy is nearly impossible. So. All in all, maintaining a real childhood today is not easy but that doesn’t keep talented acts from breaking through. Occasionally, these new starts also seem genuinely interested in the music and its not just a parental get rich quick scheme!

I know I’ve talked about Justin Bieber a lot, but not only is he adorable – he is ACTUALLY talented! With the myriad of YouTube videos out there, the fact that Usher was able to hone in on this pre-teen from Canada speaks volumes for his vocal skills and fancy footwork. Bieber’s latest video for “U Smile” – definitely one of his cutest songs, made its Top 10 debut at # 7 week on the Music Choice Most Demanded video countdown. Very respectable considering he is surrounded by pretty hard core hip hop artists.

Also available on Music Choice On Demand from Justin Bieber are his videos for “Love Me” and his first single “Baby.” I’m not sure what the future has in store for the Biebs, but I hope neither drugs or heavy alcohol is involved because I’d like to keep him around for as long as possible.

Jason DeRulo (Warner Bros.)

At 21 years old, Jason DeRulo isn’t exactly a kid anymore but he has been very active in the industry since he was only 16. Just starting out, he initially wrote new songs for acts like Cassie, Danity Kane, and Lil Mama. But DeRulo’s upbeat R&B/Pop hits like “Whatcha Say” (which samples Imogen Heap’s chart topper of the same name) and “In My Head” both reached double platinum in the U.S., solidifying his name as a star in his own right. This week, his latest video for “What If” debuts on Music Choice On Demand. A more soulful effort than his latest offerings, “What If” certainly showcases DeRulo’s sensitive side.

Enough about the guys. Everyone knows that the true tween star of late is none other than Willow Smith. Although she may be Hollywood royalty, Willow has certainly made it her mission to develop her own style and break away from any preconceived notions about her family. Just this week on Ellen, Willow proved that she is not only talented but is an outspoken advocate for being true to yourself. With all of this sudden attention, and no Will or Jada in sight, I wonder whose backstage keeping her grounded between appearances. Regardless, she’s been doing a great job on and off the charts.

At only nine (9!) years old, Willow has made quite an entrance with her new song “Whip My Hair.” The video, debuting this week on Music Choice On Demand is as cute as the song is catchy. No half-naked, pre-teens here –just good natured dancing, lots of color, and that special something that makes Willow so fun to watch. Jay Z has described her talent as being right up there with that of Michael Jackson. Who knows if that will stand the test of time but I absolutely adore Willow in interviews and on stage. So I will definitely be whipping my hair well into 2011.



Willow Smith (Roc Nation)

The thing about kids is that eventually they grow up…but hopefully not too fast! It will be fun to follow these young artists as their careers develop and, in the meantime, enjoy their current hits.

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).