Why are the Backstreet Boys catnip to young girls?

Back - Index - Submissions - - What is RSS? Date: Apr 26, 2000 Source: MSN Underwire Submitted By: Haselhorst By Carla DeSantis Don’t tell Teletubby foe Jerry Falwell, but when the first squeaky-clean Backstreet Boys album debuted, the record company’s marketing strategy was to sell the wholesome group as aggressively to gay men as to young, pre-teen girls. So says a record company insider who worked with the mega-popular poster boys at the time. One of the first magazine covers the Backstreet Boys had was when Nick Carter appeared on the cover of XY, a magazine aimed at young, teen-age gays. “The band was quietly leaked to gay press, so 20 percent of the calls we had for interviews were from gay magazines,” admits the source, who requested anonymity. “The band’s imagery is very soft-core, and that appeals to both young girls and gay men.” This approach may have helped the band garner a segment of the adult listening audience, but it’s doubtful that anyone could have predicted that Backstreet Boys would spawn more clones than television’s “Who Wants To Be A Millionaire.” With a new album and determined-to-catch-up attitude, underlings and local cohorts ‘NSync, who recently snagged the cover of Rolling Stone, are nipping at the Backstreet Boys’ well-polished heels. And “Making the Band,” a television series that combines the sensibilities of MTV’s “Real World” with the brains behind Orlando’s boy band hit music factory, weekly airs the exploits of eight “real” guys vying to be selected for O-Town, a made-for-TV boy band. Backstreet Boys even inspired a hilarious tribute in a Jack in the Box commercial that featured five dancing singers called the Beefy, Cheesy Boys. But just what are these musical pheromones that cause pre-pubescent females and gay men to swoon equally at the mere thought of the hottest boy band since, uh, Hanson? “They’re safe, ‘dreamy’ and girls can idolize them without being sexual,” explains our insider. “Record companies have really learned to tap into marketing to 11- and 12-year-olds. The kids want to show how cool they are, so they have to have every collectible — every poster, every T-shirt, every magazine article — everything.” You could say they’re the musical equivalent of Beanie Babies and Pokémon cards. A visit to the Backstreet Boys’ official Web site offers keen insight into how the guys have tapped into a Tiger Beat magazine zeitgeist by offering personal throwaway tidbits about each member. A typical entry: “A.J. admits that he spends a large portion of his life at home on the phone.” Deep. Blame Louis Pearlman of the Orlando-based Trans-Continental Management for the boy-band deluge. The man behind the success of the Backstreets, ‘NSync, LFO and the O-Town television show was once a New Kids on the Block underling. Pearlman couldn’t help but notice how eager the parents of New Kids fans were to buy G-rated merchandise for their little loved ones. Inspired, he updated the look and sound with local Orlando kids. Each “Boy” represents a different archetype cut from the same cookie-cutter as the Spice Girls (remember them?) and New Kids On the Block. The music is intentionally hummable and the lyrics unchallenging. “Even if you hate the Backstreet Boys you’ll find yourself singing along with the songs,” says our insider. Never mind that both the Backstreets and ‘NSync have slapped Trans-Continental with lawsuits to get back some control; Pearlman is the ultimate boy-band Svengali. With combined sales of Backstreet Boys and ‘NSync records reaching over 21 million, the guy has obviously figured out a thing or two about marketing. As one might guess, the Internet is filled with fan shrines erected on behalf of the beloved Boys. In person, however, fans can be even more devoted. Our insider recalls one young girl who had “I Love Backstreet Boys” tattooed in red on her chest. “They’ll always be close to my heart,” she said. This fan also admitted to another BSB tattoo under her left breast, but our source declined to view it. Just how long can boy-band mania last? “It’s really surprised me that they’ve lasted this long,” says our source. “The Beatles were able to write songs, but Backstreet Boys have outsiders doing that. As long as they have really strong people writing songs for them is how long they’ll last. When they start putting out solo records, it’s the first sign it will soon be over.” Comment on this item. Next Item: The boys on the bandwagon Prev Item: Nick in People Magazine's 50 Most Beautiful People