Teen newcomer gets boost from MTV reality show

NEW YORK (Billboard) - As she approaches her 16th birthday, newcomer Cheyenne Kimball has reasons to be cheerful. Several weeks before her debut album, "The Day Has Come," drops, her MTV reality series, "Cheyenne," premiered May 31 with solid, if unspectacular, ratings.

During its 10:30 p.m.-11 p.m. time slot, the show was watched by 1.9 million people, according to Nielsen Media Research. It was the second-highest-ranked cable program in that time, behind the 2.2 million viewers for "Futurama." In comparison, such MTV hits as "The Osbournes" and "Newlyweds: Nick & Jessica" averaged 5.3 million and 2.7 million viewers in 2002 and 2003, respectively.

Still, nearly 2 million viewers is an exposure coup for a new artist. "With a new artist, it's difficult to break through without such a major platform," says Charlie Walk, president of her Epic Records label.

Kimball took the top prize on NBC's "America's Most Talented Kid" in 2003. She subsequently signed to Columbia Records and later followed Walk to its sister label, Epic. "The Day Has Come" comes out July 11 -- the day before the show's seventh episode.

"This is what I've always dreamed of," Texas native Kimball says. "Kids are starting to recognize me. But I'm just this normal 15-year-old girl with a not so normal life."

Her youth -- and her normality -- were big reasons why MTV chose her for such a coveted slot. "She loves to shop, she's boy crazy, whines about how strict her parents are, hates homework and is counting the days until she gets her driver's license," says Lois Curren, executive VP for MTV Series Entertainment. "Our audience shares and relates to these similar teenage experiences and will be able to identify with her."

According to Walk, "Cheyenne" has been nearly two years in the making. "As the show becomes reality, Cheyenne is building her brand -- writing, touring and recording," Walk says. "We're using this show as a platform -- the same way you would use online, (terrestrial) radio or 'American Idol.' "

As with most MTV properties, the reach of "Cheyenne" extends beyond the show to other MTV platforms, including digital, mobile and, yes, "TRL." Exclusive Cheyenne content -- live performances, interviews and acoustic versions of album tracks -- figures into the MTV mix.

MTV began laying down the foundation for "Cheyenne" in April when it premiered "Hanging On," the lead single from "The Day Has Come," on http://www.mtv.com, followed by teaser spots for "Cheyenne." Kimball was also a featured artist on "Discovered & Download."

The video for "Hanging On" debuts on MTV the week of June 12. The label delivered the song to top 40 radio in late May.

The initial response from radio -- and from consumers to the digital version of her single -- has been tepid. "Hanging On" has sold 7,000 downloads, according to Nielsen SoundScan, and roughly 20 stations played the song at least six times during the week ending June 7. But the download experienced a 43% increase in sales the week after her show debuted, and several stations increased their airplay or started playing the song.

Epic is using the MTV show as a cornerstone to a larger mission of exposure. "The MTV show is an integral part of our marketing plan," Epic senior VP of marketing Lee Stimmel says. "It speeds up the public awareness process. But it is only one prong of our overall plan."

In the weeks leading up the TV show's debut, Kimball toured 20 markets, performing in malls and high schools and visiting radio stations. While on the Coke-sponsored trek, she created webisodes for her Web site. Kimball has already been featured on numerous Web sites and consumer magazines, including CosmoGirl, Teen Vogue, Seventeen, Teen People, alloy.com and bolt.com.

In the fall, Kimball becomes a spokesmodel for national beauty retailer Sephora. She will appear in Sephora's fall catalog and make in-store appearances. Other initiatives are being planned and could include a presence on Sephora's Web site.

"It's all pretty crazy," Kimball says of her current life. "I'll be watching TV, and I'll have one of those 'Oh, my gosh, that's hysterical, that's me' moments. Sometimes, I have to pinch myself."

Reuters/Billboard

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