‘Mine Again’ performer Mariah Carey has signed a brand new deal that’s set to change the the trajectory of her career this year.
The United Talent Agency will represent the Grammy winner across all areas, including music, touring, film, television, digital, licensing and endorsements. Carey is currently maintaining a Las Vegas residency at The Colosseum at Caesars Palace, where #1 to Infinity began this May and will run beyond next February. In December she will return to New York City for a series of Christmas concerts before embarking on a European tour in the spring, which UTA will put together. It will be her first tour in that continent in 13 years.
The company’s chairman Jim Berkus had this to say about the entertainer:
Mariah is one of the greatest artists of this or any generation.She is a true multi-talent, and we’re thrilled to help her continue to push every creative boundary.
The deal’s details sound promising but will it be enough to revive the public’s interest in the entertainer?
For, recent years have seen her become a cold and distant caricature of what she once was and age herself with a personality that has no place in a time where being cool, calm and stripped back have seen Janet, Beyonce and Jennifer Lopez turn the hands of time and slice a decade from their perceived ages.
Put simply, the 49-year-old Janet Jackson fronts a younger, fresher and far more exciting brand than the 45-year-old Mariah who makes the mistake of equating youth with cleavage, up and coming rappers and the magicians she employs to photoshop her promotional artwork.
How I’d solve her problem?
A ‘Behind the Music’ style documentary that humanises her by reminding the general public of her journey to the top and how the discrimination she faced as a biracial child growing up in the 70s fuelled her to pen material that would inspire millions who’d faced adversity in their own lives.
Oh…and fire whoever told her she needs struggling rappers to build a hit song.