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Richard Sanders, executive vice president and general manager of RCA Records, caught on early to what he calls the "emotional connection" Aiken forged with the Idol audience, and he decided that regardless of who won on the show, RCA was going to sign Aiken. (In a deal struck with the show's creator, Simon Fuller, RCA has the right of first refusal for all American Idol finalists. So far, the label has signed inaugural winner Kelly Clarkson, her runner-up Justin Guarini and Aiken; Studdard was signed by sister label J Records.) Sanders made his name as a music executive by signing Moby. He won't say whether he's a fan of Aiken's music--"But I'm a disciple of the phenomenon," he offers, flashing a wry smile. "There is no Ed Sullivan Show anymore, no opportunity for two or three generations to listen to music together and have a good time. I'm into being the guy that provides that."
Many members of the RCA staff are fond of Aiken, if not his music, and are willing to go along with Sanders. But a healthy minority have curiously deep reservoirs of disdain for the Idol industry. One RCA executive, who insisted on anonymity, cited Idol as proof that "Americans have no taste" and described Aiken as "Barry Manilow, but with less talent." Sanders says he understands that some of his employees are "skeptical about the selection process and skeptical about selling a pop artist with no credibility." But, he adds, "I've told everyone they need to look at it this way: Americans buy more vanilla ice cream than any other flavor. Yes, they like their Rocky Road and Cherry Garcia, but ultimately America wants to consume vanilla. So we're going to sell the best vanilla. Given the problems we're facing as an industry, we cannot afford to be judgmental."
Clive Davis is not a man easily stripped of his judgment. Davis, as he often reminds people, discovered Janis Joplin, Patti Smith and Whitney Houston. Despite his status as chairman and CEO of the RCA music group, he still considers himself an A.-and-R. (artist-and-repertoire) man, which means he loves matching singers to songs. It is Davis' job to gather material from professional songwriters for the Idol albums, oversee their production and put his stamp of good taste on every finished product. Shortly after the Idol finale, Davis invited Aiken to his home to discuss Aiken's debut. "I told him," says Davis, "that he is a marvelous talent and that This Is the Night is a very strong song, but it is a souvenir of a television show, and we have to get beyond that. It is my feeling that when you get into being a career recording artist, the stakes are different. People want to see if you can stretch and evolve. They want to know if you have some edge."