Melanie Amaro

With the exception of her short lived Pepsi campaign Melanie Amaro basically disappeared since winning ‘The X Factor (US)‘. However, the possible future diva has finally announced the release date of her new single, which will arrive in a matter of days.

Amaro’s debut single, ‘Don’t Fail Me Now’, will premiere on August 1st. Interestingly, her idol, Mariah Carey, is also expected to issue her own ‘Triumphant (Get ‘Em) (Ft. Rick Ross & Meek Mill)’ single at the dawn of August and she isn’t the only songbird planning a return to the spotlight.

Both Christina Aguilera and Leona Lewis are scheduled to impact the airwaves with new material before the end of August. The former has recorded her comeback single alongside producer Max Martin whereas the latter has teamed with Naughty Boy for the Trip-Hop-styled ‘Trouble’. Lewis’ tune will arrive on UK iTunes on October 7th and is predicted to debut on radio by the end of August.

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Well isn’t this such an interesting development? Amaro, Carey, Aguilera and Lewis all have similar musical styles, and they all target similar markets so it will be very interesting to see who emerges with the biggest hit as they battle for radio airplay.

They only way this will work in all of their favours is if they have strikingly different songs and marketing. There is no doubt that they will have to share similar promotional avenues – talk show performances, television spots on ‘Good Morning America’/‘The Today Show’ – so their material needs to be very dissimilar or else they will cannibalise each other’s audiences.

Perhaps the most intriguing twist in this situation is the fact that all of these women have allegiances with specific reality competition shows. Carey will be a judge on ‘American Idol’ in 2013, Aguilera is a coach on ‘The Voice’, Amaro is the first winner of ‘X Factor (US)’ and Lewis won ‘The X Factor (UK)’, so how will that affect their promotional campaigns?

Since ‘Idol’ and ‘X Factor (US)’ both air on FOX then it is unlikely that Carey, Amaro and Lewis will be negatively affected. Yet, since ‘The Voice’ is NBC’s flagship show, Aguilera will be operating at a disadvantage as she probably won’t have the chance to perform on FOX.

Let’s just wait to see how all of this develops and what contractual stipulations will affect the divas. Either way, the fall season is going to be a very exciting period for music! Who do you think will emerge as the top seller? I bet that woman will be…

Thoughts?