Bardot Seeks Global Fan Base

Seven network, with an average of 2.5 million viewers per episode. "Poison," released April 10, has sold 160,000 copies (double-platinum) to date, according to Warner, as has its self-titled debut album, issued May 1. Overnight, Bardot members Sophie Monk, Tiffany Wood, Sally Polihronas, Belinda Chapple, and Katie Underwood became household names.

Key to sustaining its success is the act's second single, "I Should've Never Let You Go," out May 29. It was No. 18 on the ARIA chart ending July 22.

Says Rachael O'Shea, music director of Tasmania's adult contemporary rock West Coast 7XS, "It's researching very well for us; we play it about twice a day, and it does well on our two requests shows per week. It's not going as well as 'Poison,' but that's to be expected. The album's pretty good, but we're only playing the singles at the moment."

However, Melbourne AC station 101.1 TTFM is only spinning "I Should've Never Let You Go" at nights. According to PD Mike Perso, "We're not researching the current single. 'Poison' we played for a while, but it didn't research all that well. We play a lot of tracks like it—I don't think 'Poison' was as good as a lot of tracks we play, but given it wasn't a bad song. It was Australian, and it was coming off the TV show; we thought it was worth giving a spin."

Perso says of Bardot's appeal, "It was more good planning than good luck. A tremendous amount of resources went into putting the whole 'Popstars' project together, and it was pretty much preordained it would be a reasonable song, even if [musically] it didn't set the world on fire."

The Australian project also brought in high-profile partners, including the Austereo radio network, the mass-market New Idea magazine, and Grant Thomas Management.

Says Bardot member Chapple, "I'd been working since I was 16, modeling, playing in bar bands. Normally I hate auditions, but when I saw the companies involved, I knew this had never happened before, and I had to be part of it. I remember looking at Grant Thomas' name—I mean, he managed Crowded House, and I knew he'd never be involved in something that wasn't good music."

Several major labels were approached by Screentime but apparently considered the project too risky. The eventual partner, Warner Music, was seen by some as an odd choice, as it does not have a strong pop image locally. Initially, Moss says, the company expected to sell up to 70,000 units of the album. Its success, he says, is as much an affirmation of Warner's ability to launch a pop act as of the ability of Bardot itself.

The high ratings of "Popstars" saw even those who failed the final auditions get an extra chance. Festival Mushroom Group signed the trio Tabu, while Ten network's entertainment show "Good News Week" enlisted another rejected group, Pop Tarts, as regular guests.

"Popstars" tapped an under-12 demographic, which labels and advertisers had not perceived before as record buyers, and although its run has finished in Australia, Bardot continues to hold momentum for now. Its first national tour of Australia and New Zealand, through Michael Chugg Entertainment, runs Aug. 5-26. The 15 arena shows are virtually a sellout, reports Michael Napthali of Grant Thomas Management, who adds, "Unlike the U.S. and Europe, where there is a strong pop culture, Australians tend not to acknowledge you unless you've played live."

The Seven network is also working on projects to maintain the act's profile. It is using an album cut, "Higher Than Heaven," as the theme song for its Olympics coverage. It's also expected Bardot will appear on other high-rating entertainment events on the network, including the Australian Football League grand final in September and "Carols In The Domain" in December.

Says Moss, "We were well aware that once the TV series finished, the mind-set of the media and punters would be to say, 'Well, that was that,' and move on. We took the view that the show catapulted Bardot the act—but Bardot as an act has a future."

The company's marketing plans for the album extend to Christmas, while material is being collated for a second album. Demands from international affiliates for promo time will dictate when recording begins, says Moss, who anticipates sessions will start in January or February 2001.