Unboxing Charice and our traditional archetypes (a 3-part post)

[PART I of III]

IN JULY 2009, THERE WAS MUCH ADO in the entertainment scene that stemmed from a statement on TV by OPM legend Freddie Aguilar about Charice, Arnel Pineda and other Filipino talents making a name abroad (although specifically addressing a question about Charice), on being famous by imitating—like monkeys...because we don't hold our own,¹  said he—Western singers and their styles.

The issue lasted for about a month and has since died a natural death. At its peak, however, the issue dragged other Filipino singers into the scene. Needless to say, it drew all sorts of reactions especially online, and created a real-world gap between followers of the performers mentioned and those who agreed with Aguilar.

It also added a degree of stigma already attached to talents like Charice and Arnel and their respective fan bases and pouring fire into existing heated rivalry specifically between Charice’s fans and of other female singers older than she and whom she'd often been compared with.

To some extent, the issue above was aggravated by online activities participated in by fans across sectors as a consequence of technologies we currently have.

Our preoccupation with fast information and viral issues, and of the marketing and appreciation of talents we see and hear about, has in fact taken a much different approach to the traditional, even if the so-called “traditional” modes still exist, for example, through sleek local talent-search TV productions instantly available with just a click on the remote and a lot of free viewing time, but with minimal focus on the search for real talents.

These technologies, along with the current "traditional" ones like TV and radio, have also changed the way we interact with or react to issues whether they be real or perceived, and have become the defining influences in our choices.

A trichotomy | Like in most developing countries, our reality is living in a world of wide and rigid differences in terms of preferences and prorities.

For instance, we have, on one hand, premium-rate entertainment services and its selective, privileged market, and, on the other, shows on free TV that, like in murky public markets, dispense what its producers think the masses deserve. There simply isn't room for options.

Between both is the broad middle class sector, many of whom help expand the trichotomy having advanced from near-destitution to affording things on demand (thanks to remittances by relatives abroad) and have become consistent spenders on middle-class pleasures.

Charice, who comes from the masses, has made dream-like success look easy and fluid because of YouTube and her undeniable talent to sing cover songs — the big, difficult ones at that, from as early as 7 years old if we take into account her publicized starting age at joining contests.

It is interesting that, having come from a family of modest means herself, many of her detractors whom she actually represents and whose ideals she lives up to are themselves the first to put her down.

This circumstance may have to do with not just the perpetual rich-vs-poor rationale against a third world background but also with complex factors that have to do with the entertainment industry in general in which marketing and sales rule, packaging matters.

On the other hand, if popular belief is to be pursued, events related to Charice may have to fall back to status conflict because it seemed to have happened to her when she, having been a clear choice in the last singing contest she joined on television five years ago, was edged out through what many believed were unfair systems not once but twice, probably even more, of what may have been her only ticket out of poverty in her early teens.

An example is the recent admission of singer-songwriter Jim Paredes on his blog about his judging a special segment of the contest Charice was in and to whom he and his fellow judges apparently gave high scores. He disclosed that they were asked by the contest staff to reconsider their tallies which appeared to have given Charice the score advantage over all the other contestants.

I, in fact, came across a YouTube video of a segment some years ago in which a wide-grinned and visibly amused head-bobbing Jim Paredes was clapping behind the judges’ table to Charice's song-and-dance performance of I Wanna Dance With Somebody. He may have been referring to that particular special segment in which Charice won.

And then there is the legendary grand finals of the same contest in which Charice, having been called back as a "wildcard" contestant, lost.

p.2 Unboxing Charice and our traditional archetypes (a 3-part post)

PART 1, p2 | [ Previous p1 ] [ Next p3 ]

The Oprah effect | Perhaps the one significant moment that Charice suddenly became more present in the consciousness of the local cable TV market, i.e. the middle and upper-middle classes — and the general public — was her “Oprah moment” (May 2008) despite her being flown to the US to debut on American television by Ellen DeGeneres for her self-titled show the year before.

Charice, then an awed, over-zealous, US TV greenhorn, appeared fumbling for the right words in English in replying to Ellen in her interview. Her performance, however, merited a standing ovation from the audience and Ellen was still taken over by Charice the next day that she couldn’t help but mention and replay a portion of Charice’s previous-day performance. "It's something to be sitting next to that and you could just smell the star on her," she said back in 2007. "You could just smell it."

For the locals, the Ellen Show appearance came and went despite it being one of the most-watched day-time shows not only in America, in part because it was televised months delayed in the Philippines on cable channels, and partly because Oprah is the more motherly, more affectionate host Filipinos are more aware of and had closely identified with; even local talk show celebrities Sharon Cuneta and Kris Aquino were fans of hers and patterned their earlier show formats after hers.

In between the two American shows was another little-known invitation to perform in London at the Paul O’Grady show. Charice’s passport was stolen just before leaving for London, and poor girl made an appeal on TV about it. She was lucky to have been given a replacement and performed on Paul O’Grady flawlessly albeit nervous and seemingly uneasy conversing in English in interviews with him. His audience let the interview pass but noticed her performances enough to give her another standing ovation.

In her Oprah debut, Charice was more candid. Having just arrived in Chicago straight from the Philippines hours into her number, she sang with the same confidence as in Ellen’s, Paul O’Grady’s, StarKing in Korea in 2007 and all other singing contests she had joined in the Philippines. Her audience gave her an ovation midway through her song and Oprah was stunned. "That was fantastic! Who are you!?," she asked and said, "Thank you so much for flying, all day all night, fifteen hours, and come here in such perfect form...".

Charice would later guest four more times on the show.

Do you see what I see? | Surely there was something in Charice that the seasoned entertainment celebrities in the West saw, their audiences felt the first time they laid their eyes on her but which we, the locals, seem to have missed.

p.3 Unboxing Charice and our traditional archetypes (a 3-part post)

PART 1, p3 | [ p1 ] [ Previous p2 ]

“Glee” | Since confirming speculations about her being cast in the Emmy-awarded Glee series in June this year, and up until the recent airing of its second season premiere in which she appeared, Charice was once again attacked from all fronts by Filipinos even as young as 13 on the Internet.

By this time, Facebook and Twitter had taken over the lives of billions and it was easy to use the cloak of anonymity to vent out ire on someone they did not know personally, had not experienced or seen perform live and hadn't done them direct harm.

For the teens, it may be a case of envy because someone like Charice whom they thought they had the right to verbally bully online looked like one of them. They disliked her because they thought she was cocky, which, really, sometimes Charice may unconsciously, unintentionally come across on stage as being.

Maybe she even looks like their arch-nemesis in school for Charice could put on all expressions on her face when singing and this looked weirdly funny it piqued them. Her movements annoyed them, her songs were old-fashioned. Worse, she sang their parents' cheesy, monumental songs like a grown-up.

At 18, Charice hadn’t grown any taller and developed into a svelte enough young lady since she lost in that singing contest to even come physically close to their preferred local or foreign idols.

A local male DJ and gossip show host known for his sweet but curt jabs at people, in a rare, polite moment on TV just a few days ago, voiced out preference for another Filipina (female) singer to be on Glee in Charice’s stead but did not state why. It sounded like a reflection of an industry that sat out through most of Charice's accomplishments in silent envy, a victim of its self-imposed sanctimony.

Perhaps the DJ's preference might have impressed him as more deserving because she had sex appeal that excited him besides her having certified box-office hits to her name. It didn’t matter how his choice sang, or, to many, how Charice could outsing most every one else with ease. In fact, it didn’t occur to many of Charice’s detractors what Glee’s co-creator was looking out for in the first place.

Their role was to get into the kind of prejudice they knew of that has existed in the consciousness of Filipinos for generations. Meanwhile, most everyone else with little or no access to news about Charice, save for mentions on local gossip shows and magazines, rendered quick judgment on her and they judged superficially they failed to even see the unique nuances of her versions of songs of others.

A well-managed lung power | Thank god for authoritative Hollywood godmothers and godfathers, Charice was taken seriously as a singer.

this is the end of publishing

This video link was posted as a re-Tweet by designmeme (/designmeme), aka Stuart Robertson an hour ago while I was offline.

The Future of Publishing from PenguinGroup UK.

From the Penguin blog, credit goes to Zoe Uffindell of Khaki Films, for coming up with Penguin's own advocacy video as inspired by other effective short films with a similar message and treatment.

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Penguin Group: How difficult was it to achieve this effect? 

Zoe Uffindell: It takes a creative professional writer, patience, and several days to achieve something like this - a bit like a huge jigsaw that you have to paint as well as put together!  The voice-recording and editing of the text was a case of finding just the right voice, and pacing it right. (from here)

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As always, the best way to get a message across, really, is by telling it simply — something I continue to learn and would wish to master.

The message of the video resounds with so much clarity and, coming from a print and publishing design background plus a love for imparting the value of and respect for the printed matter, it is something that touches a deep chord within me.

Great video!

I am a Chaster, Part 1

TO BE A FAN IS TO BE bestowed a label that, on one hand, not everyone is comfortable with — as there is a stigma to being a "fan" — while on the other, as like in any social identity and group affiliation especially in today's wired societies, to take pride in wearing a badge that comes with the association; an agreement and ready acceptance because fan experiences and emotions are shared with candor and without prejudice.

However, let me add two more to these types of groups: those who neither abhor such identities, nor openly declare die-hard loyalties, e.g the fence-sitting believers who refuse to justify their identifications and simply want to be left to their private obsessions; and fourth, the downright indifferent.

There is something about fans and fan bases that is simultaneously enigmatic but at the same time invites resistance because they are almost always perceived as shallow and pretentious. This world that moves in the underlayers of showbiz and across all industries related to entertainment is what can fully make or break a product, brand or person.

I can swear by and preach about the benefits of a computer brand, for instance, yet refuse to be called being called a "fan girl" of it. I guess I can say I belong to the fence-sitting believers; I can say as much to being one of many things and people — until recently.

A Fan

After being blown away a third time watching Filipina singer Charice Pempengco rather belatedly on a recorded Oprah Show episode over at YouTube middle of this year, I unconsciously started to follow links that came up in my searches about her.

Charice's songs and those in her genre are nowhere near the periphery of my music interest nor are the regular staples of local variety shows who yell at their microphones and sing their lungs out to their hordes of followers. Yet there was something about her that drew me to spend idle moments looking up videos on YouTube, a site that feels like it has existed online forever but which I purposely stayed away from because it was, to me, the epitome of boredom and careless use of bandwidth except on occasions when I'd be provided a LOL-cat link or two (my online equivalent of the funnies), or follow some documentary or conference talk that are more in my line of interest.

In the days that progressed, I found myself clicking on more and more related searches and was surprised at the sheer number of video uploads of Charice. I watched home videos of her singing in the privacy of her room or casually in groups, of what looked like a clandestine footage of her being emotional in the airport lounge before another departure for America; of her dancing with friends, or singing to the camera in a music store in a mall, or of her plunging right into the crowd during a song number without missing a beat.

As I delved into this near-obssesion, the more I became interested to know about who the people were behind the uploaded videos (technically known as "channel owners"), and get to know more beyond the now familiar YouTube users "FalseVoice" and "Coolsmurf" who were responsible for Charice's break into the American mainstream. It cannot be denied that Charice is, after all, a product of the Internet, and YouTube her launch pad.

A whole new world

And so I came upon Charice's fan sites — yes, there isn't just one — from where I saw familiar usernames like the channel owners I came across on YouTube. By then, I was curiously drawn into a world where the people in those sites, identified by aliases, wrote like they spoke differently, almost in codes, in which words like "Labyo", "Cha", "AIWALY", "AIATY" and "crab" come up often, and who posted information and facts about Charice with some degree of authority which I relished quietly and digested. This was a whole new world I certainly wasn't familiar with: her ardent, long-time followers who spoke their own language, engrossed in their own preoccupation.

They, cloaked under usernames (as is common in Internet chat rooms and forums, e.g.) were as anonymous as anything that one could not make out their genders except when usernames are obviously male or female or when avatars, graphic representations of themselves, are a giveaway to their persons. Yet by their short and terse interactions, sometimes serious, other times just plain silly, they seemed like a tight-knit community who knew Charice enough to refer to her by her nickname, or even call her mother like their own.

I found myself a little lost wading through a sea of multi-media information about Charice that I started filling up my already bloated list of bookmarks in an attempt to put some order to the chaos. Little by little, I, too, was getting immersed into discussions and exchanges that went so fast I couldn't keep up.

At the same time, my limited hard drive space was slowly getting filled with videos I meant to watch offline and to somehow ID chronologically but which I never, up to this day, gotten to doing.

A "Chaster"

"What's that?", you ask.

Since there is no link or page that defines the word, let me do it for you: A Chaster (ˈchäs-ter) is a follower of the young Filipina singer Charice Pempengco. She used this to identify those whom she met and had constant communication with over the internet; those who follow her and whom she follows in return.

The name was supposedly given by Charice herself to this group of followers — her online chat-mates who, over time, she too had come to know, and who provided her online company way ahead of her becoming "an international singing sensation" and a hit in the US entertainment market.

The word sounds strange enough and a little juvenile; a bit pedestrian, even. It's not that a Chaster is more chaste than the average celebrity fan, nor more religious, blindly idolizing to a fault.

While I remained the "casual" reader of each Chaster post and discussion, by then still completely the opposite of any of my interests with other people I usually interact with online and in real life, suffice it to say that I felt a little envious each day at their posts on the fan sites. Yet I held back jumping in, in part because I could have potentially blown my schedule off, then already becoming tighter and trickier to manage as a result of giving in to watching more and more videos and reading up more information about her. I also simply could not afford to be spending additional time online chatting with another group of strangers on top of the others I was used to chatting with already.

In my visits to these fan sites, I subsequently picked up a term each day from these fan discussions as it was necessary to understand the context and flow of their conversations. Furthermore, the more familiar I became of usernames, of their manners and their language, the more curious I was of them.

Who were these people? What draws them to Charice? Where are they from? What do they do other than chat, upload videos or interact with each other, or be obsessed with exchanging gig schedules and appearances and composing fan tributes and photos in their personal sites and such?

Were they the typical celebrity fan who would line up in network stations for hours than be in school or at work? Were they the fans who outscream other celebrity fans in television shows and concerts?

Were they today's rabid Noranian-vs-Vilmanian follower who would pick a fight to show how devoted they are to a celebrity without thinking of personal consequences? As far as I knew, this type exists today only with the overrated TV matinee idols because the local music industry had been on a plateau for some time now, partly as a result of its own complacency, partly a victim of the industry itself not supporting and developing real talents enough.

Beginning the Journey

My interest and searches of the Chaster world that unselfishly support her came just in time as she was scheduled to do a major concert in Manila in June after the successful debut of her single in America.

It was through them that I became more informed of details about this concert, of what others were saying about her, of her scheduled interviews and whatnot; of her public thoughts and sentiments. It was also through them that I saw an unbelievable show of support not just for her but for each other, something that, as far as I know, I had not come across in any other online community nor in any of my own online community memberships.

For they were, I came to know, mostly mothers and motherly, both working in offices or working hard at home; fathers and the fatherly, caregivers and business owners, executives and truckers, students in school and students of life . And they were all over the world.

It was through their solid and unified coordination that enabled followers and late converts to watch the concert and be up close and personal not just with Charice but with each Chaster I met and connected with on 27 June 2009 after her concert ended.

Uncloaked, unmasked

In the late post-concert hours of June 27, there I finally came to know @Narita who, like countless others, readily bought tickets for Charice's fans who otherwise could not have afforded tickets that evening; @Monkiedoggie and @Irmsmith who were patiently waiting at the lobby for the latecomers.

I met the Chaster organizers @Mitch and @Garfield at the Meet and Greet and fell in line with @Tintol and her friend.

I had a good time hearing stories at YellowCab Pizza nearby the concert venue about their being fans, unknown suporters and converts: of @Ecirol, @Lemur, @Fem_z, @Pin, @Bing, @Smee, @Love, @Ejadroba, @Scrub, @Joyze and countless others whose names escape me now.

And it was here where I met, finally, YT channel user and fansite moderator @AncianoUno, who, with @Smee, are two of a handful of local male Charice fans who tireless follow her every gig and mall tour and post videos of these online for all to watch.

All the other Chasters I met were pretty much regular people and surprisingly timid. Some came from out of town just to watch the concert. Others managed to secure an early exit from work. Based on the concert attendance, I learned that the demographics of Charice's fanbase is wide: a high school student from Bacolod, an entrepreneur from San Fernando, Pampanga, nurses and lecturers, bank employees, overseas workers from the Middle East, doctors, mothers, retirees, and even a politician.

As in any other growing community, I also came to learn that there were some personal issues among the certified Chasters, they who wear the Chaster badge proud. Yet the underlying fact of their coming together that one night, in real time and in real life, was to have a great sharing of experience and to simply be there for Charice.

Clearly, it is they for whom she tries her best to deliver and give her best in spite of Charice being under the weather that momentous concert day, for instance, and at every stage and performance hall she finds herself in overseas. In as much as each Chaster followed her, online and off, Charice made sure she followed back. I could tell that from personal experience.

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Read Part 2 here.

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Top photo taken from "Charice: The Journey Begins", SMX | krvilla.2009