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Tuesday, April 12, 2005
Jasmine Trias and Hawaiian Fast Food
I like Jasmine Trias. I mean, she's a nice enough performer and one of my favorite Americon Idol contestants, and she's smart to be pursuing three different markets in her music career: locally in Hawaii, a Tagalog-language album for the Philippines, and an album for the national American Idol audience. She's covering her bases and following whatever opportunities are offered to her.
That said, it's very amusing to see her constantly shilling for the Hawaiian franchises of Taco Bell and Pizza Hut. Her first CD single was available for $1.99 at these sister fast food chains in Hawaii and nowhere else, apparently. My wife considered buying it for my mother, who's a big idol fan. I considered buying a steak chalupa for myself and did so.
Now, however, I'm hearing on the radio that collectible Jasmine Trias cards are available free with any purchase at Taco Bell or Pizza Hut, with a photo of Jasmine on the front and interesting facts about her on the back. I'm guessing even that wouldn't provoke much of a reaction if it wasn't for the over-enthused, Jasmine-awed voice actors in the commercial who act as if this was the greatest thing since... well, since that Jasmine Trias CD single, also available at kamaina Taco Bells and Pizza Huts!
Hawaii's fierce about their nationally famous celebrities and Jasmine is just the biggest one in recent memory. These promotional items are a good way to sell more fast food to tourists who're American Idol fans and also want a tasty chalupa. But she risks becoming a joke if this is overplayed, a punchline instead of a performer.
And this isn't the first time that I've noticed how local franchises of national businesses often seem to do things their own way. Separated by the Pacific Ocean as they are, it must be like a Colonel Kurtz kind of situation where you either go as native as you need to survive or risk becoming obsolete. Hence, you can get a spam, eggs, and rice breakfast at McDonald's here, something I guarantee you won't see on the mainland. 7-Elevens will carry spam musubi, something I'm sure you won't find in a mainland 7-Eleven - or in a Japanese 7-Eleven, for that matter. In the tourist ghetto, McDonald's will further gouge you Waikiki-style by adding a side of pineapple with every meal for over a dollar more.
It isn't that I hate commerce in my pop music. I love it - that's what Jpop is about, to some extent: commerce and art existing in harmony. But there are times when the relationship can turn absurd, when it can go too far. Morning Musume recruiting for the Japanese Self-Defense Forces is one example, to my mind. And this Jasmine Trias Taco Bell card thing... well, we're on the verge here.
If not over the cliff.
That said, I'm really wanting a chalupa right now.
That said, it's very amusing to see her constantly shilling for the Hawaiian franchises of Taco Bell and Pizza Hut. Her first CD single was available for $1.99 at these sister fast food chains in Hawaii and nowhere else, apparently. My wife considered buying it for my mother, who's a big idol fan. I considered buying a steak chalupa for myself and did so.
Now, however, I'm hearing on the radio that collectible Jasmine Trias cards are available free with any purchase at Taco Bell or Pizza Hut, with a photo of Jasmine on the front and interesting facts about her on the back. I'm guessing even that wouldn't provoke much of a reaction if it wasn't for the over-enthused, Jasmine-awed voice actors in the commercial who act as if this was the greatest thing since... well, since that Jasmine Trias CD single, also available at kamaina Taco Bells and Pizza Huts!
Hawaii's fierce about their nationally famous celebrities and Jasmine is just the biggest one in recent memory. These promotional items are a good way to sell more fast food to tourists who're American Idol fans and also want a tasty chalupa. But she risks becoming a joke if this is overplayed, a punchline instead of a performer.
And this isn't the first time that I've noticed how local franchises of national businesses often seem to do things their own way. Separated by the Pacific Ocean as they are, it must be like a Colonel Kurtz kind of situation where you either go as native as you need to survive or risk becoming obsolete. Hence, you can get a spam, eggs, and rice breakfast at McDonald's here, something I guarantee you won't see on the mainland. 7-Elevens will carry spam musubi, something I'm sure you won't find in a mainland 7-Eleven - or in a Japanese 7-Eleven, for that matter. In the tourist ghetto, McDonald's will further gouge you Waikiki-style by adding a side of pineapple with every meal for over a dollar more.
It isn't that I hate commerce in my pop music. I love it - that's what Jpop is about, to some extent: commerce and art existing in harmony. But there are times when the relationship can turn absurd, when it can go too far. Morning Musume recruiting for the Japanese Self-Defense Forces is one example, to my mind. And this Jasmine Trias Taco Bell card thing... well, we're on the verge here.
If not over the cliff.
That said, I'm really wanting a chalupa right now.
