I know this puts me in the minority, but I absolutely loved Kara DioGuardi on “American Idol.” The facts are these: she brought as much industry expertise to the table as Randy, as many loony moments as Paula and was as consistently cutting as Simon.
That’s why part of the prize for winning Folgers Jingle Contest includes a one-on-one mentoring session with Kara … and $25,000! All you have to do is put a unique twist on their classic “The Best Part of Wakin’ Up” jingle and submit the song by March 1.
To help guide to you victory — or soothe the sting of defeat — PopWrap sat down with Kara to find out what goes into the perfect jingle and how to rebound from rejection.
PopWrap: When I first heard about this contest I was …
Kara DioGuardi: Wanting to enter?
PW: A little bit!
Kara: You should! But now you want the inside scoop, right?
PW: Obviously. So tell me, what goes into the perfect jingle?
Kara: Something that is so catchy that it just sticks in your head. But it also needs a really unique message that makes the audience think, “yea, ok, I’ve felt that way.” And truthfully, “the best part of waking up is Folgers in your cup” is the most successful one ever. And one of the main reasons I teamed up with them is because I remember on snow days as a kid turning on the TV and hearing that.
PW: Only one person can win the grand prize (win $25,000, a mentoring session with Kara) — what do you want everyone else to know?
Kara: Fight for your dream. I spent seven years pounding the pavement before anyone gave me a break. You have to be resilient, take rejection well and really listen for someone giving you advice that will make you a better songwriter. Never give up. More than not, the people at the top of the industry are the ones who just kept going. Katy Perry is a great example.
PW: What do you consider the “turning point” in your career?
Kara: Probably when I worked with Enrique Iglesias. That’s where I transitioned into the US pop market. And something I did early in my career was align myself with good producers. They’re the ones who create the soundscape of a record. And to just write songs on a guitar, or in your head, is not enough. And it took me years to get to that point – but when that opportunity came, I was ready.
PW: With songwriting, how big a factor is luck?
Kara: Oh, luck plays a huge part – my dad has this great expression: luck is where opportunity meets preparation. If you have luck and are not ready, forget it. If you’re ready and you don’t have the luck, it’ll be just as hard.
PW: I’m sure it’s a near impossible question, but what do you consider the best song you’ve ever written?
Kara: It’s funny, when you asked that, I went right to songs based on the way I feel when I sing them. There are two songs I really love: “Taking Chances” and “Sober.” There’s just so much Pink in there that when I sing it, I feel so badass. She’s the bomb. She really is. She’s just one of those people who lives it, feels it and attacks life. I love that.
PW: Your company Arthouse has a lot of Grammy nominations this year — who are you thinking will be the night’s big winner?
Kara: Bruno Mars. I feel like he’s going to get a lot of love. He’s the real deal. And I think when people go to see him live, there’s a wow moment when they learn that he really sings that way. When you hear him riffing, it’s like whoa. You feel his soul when he sings.
PW: Does it bum you out that a singer who actually performs live is unexpected these days?
Kara: I think it’s sad that people don’t sing as much as they used to because there are a lot of talented singers out there. I think what holds them back sometimes is not having that great song.
PW: What do you consider the one universal element in any hit song?
Kara: Learn how to say something that we all can feel in a unique way. Talk about your story, what you really feel – analyze it, live it and put it in your song so the listener can feel it because if they can’t relate and it’s not said in a way that’s different, it’ll just fall flat. Do we really want to hear another song called “I Love You?” No. But “Love The Way You Lie” is an interesting twist on it.
For more info on the Folgers Jingle Contest, click here!
Photo: WireImage