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szdaily -> Weekend -> 
Grammy spotlight shines onAdele
    2012-02-10  08:53    Shenzhen Daily

THE Grammys in recent years have targeted young audiences even as older acts won key awards, to the surprise of some music fans. But this year, the Grammys have a broader appeal: Sunday’s event will shine its spotlight on Adele, whose popularity crosses all age boundaries.

    The soulful British singer, whose album “21” has spawned massive hits including “Rolling in the Deep” and topped charts for 19 weeks, enters the music industry’s biggest awards show with six nominations, second only to rapper Kanye West, who has seven.

    Adele, 23, is scheduled to give a Grammy performance that will be her first since undergoing throat surgery late last year. And everybody — young and old — wants to know if 2011’s top-selling performer has recovered.

    “My 8-year-old daughter sings Adele songs, and my friend’s 75-year-old grandmother sings Adele songs,” said Nic Harcourt, former radio host at KCRW, who is among those credited with helping put the British chanteuse on the U.S. music map.

    Adele’s voice was a breath of fresh air in 2011 for a struggling industry. Her “21” sold more copies in one year than any other album since Usher’s “Confessions” in 2004. Its current U.S. sales total is roughly 6.3 million copies.

    In years past, the Grammys have often seen relative newcomers in top categories — such as album of the year — face off against veteran acts, only to see the older performers win, shocking the youth-driven industry. Herbie Hancock’s 2007 jazz album, “River: The Joni Letters,” was among the recent surprises.

    That won’t happen at Sunday’s ceremony in Los Angeles. Competing for album of the year are Adele with “21,” Lady Gaga for “Born This Way,” Rihanna with “Loud,” Bruno Mars for “Doo-Wops & Hooligans” and Foo Fighters for “Wasting Light.”

    Indeed, many of the major categories are dominated by younger pop stars like Adele, Gaga, Katy Perry and Rihanna. Traditional rockers are largely missing, with the exception of legends Paul McCartney and Bruce Springsteen, who are both set to perform at Sunday’s show in Los Angeles.

    Despite this year’s influx of youth, Adele gained stardom precisely because she has appealed to so many audience groups with soulful ballads such as “Someone Like You” that sound like a throwback in an industry dominated by electronic dance music.

    “She’s got a little more substance and is not just a pop confection. With a classic sound, veteran Grammy voters will have no problem supporting her, while she also reaches the young,” said Bob Merlis, president of MFH Publicity.

    Adele’s singles have been played on multiple radio formats, helping sell albums to older consumers as well as younger fans who tend to buy music online.

    David Bakula, senior vice president in analytics of entertainment for Nielsen, said Adele has “gone beyond the bounds of a simple pop artist, which appeals to a younger, more singles-driven crowd. Katy Perry’s a good example of a star who sells tons of singles, but not tons of albums.” (SD-Agencies)

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