New York City’s Lower East Side played host to an unusual gathering on : a karaoke session featuring two of America’s most recognizable musical talents, Kelly Clarkson and John Legend. The impromptu performance, held at Baby Grand LES, a venue consistently ranked among New York’s top karaoke bars, served as a warm-up for the upcoming season of NBC’s singing competition, The Voice.
The event, which also included comedian Druski, was not a private affair. Billboard magazine reported being on the scene to document the performances, which included Clarkson’s rendition of Gloria Gaynor’s “I Will Survive” and Legend’s unexpected take on Snoop Dogg’s “Drop It Like It’s Hot.” The pair, alongside Adam Levine, are returning as coaches for The Voice: Battle of Champions, a revamped format bringing back previous winners to compete against one another.
Baby Grand, lauded by publications like New York Magazine and The Village Voice, has established itself as a prominent fixture in the city’s entertainment landscape. The bar’s popularity, as highlighted by its designation as New York City’s #1 Karaoke Bar, made it a strategic location for promoting the new season of the show. The choice of venue suggests a deliberate effort to connect with a broader audience beyond the traditional viewership of the singing competition.
Legend’s performance of “Drop It Like It’s Hot” particularly drew attention, with NBC Insider publishing a dedicated report on the moment. He prefaced the song with a self-aware comment, acknowledging that rap songs he enjoys are likely “oldies” to a younger audience, before delivering a surprisingly adept performance that was met with enthusiastic applause. The performance underscored a playful side of the typically ballad-focused singer.
Clarkson, known for her powerful vocals and ability to interpret a wide range of musical styles, also engaged the crowd with a performance of Bonnie Tyler’s “Total Eclipse of the Heart” after a request from Billboard. The trio then joined forces for a rendition of Clarkson’s 2005 hit, “Since U Been Gone,” turning the karaoke bar into a sing-along venue.
The event’s timing is directly linked to the premiere of The Voice: Battle of Champions, scheduled for , at 9 p.m. ET on NBC. The karaoke session served as a publicity push, generating media coverage and social media buzz in the days leading up to the premiere. The inclusion of Druski, a popular online personality, further broadened the event’s reach, tapping into a different demographic than the show typically attracts.
The choice to stage this promotional event in a karaoke bar is noteworthy. Karaoke, as a participatory form of entertainment, embodies the spirit of The Voice, which encourages amateur singers to showcase their talent. By performing in a setting where anyone can take the stage, Clarkson and Legend symbolically reinforced the show’s message of inclusivity, and accessibility.
The event also highlights the evolving strategies employed by television networks to promote their programming. Traditional methods, such as television commercials and press conferences, are increasingly supplemented by experiential marketing and social media engagement. The karaoke session at Baby Grand LES represents a shift towards creating shareable moments that resonate with audiences online.
While the event’s primary purpose was promotional, it also offered a glimpse into the personalities of the coaches. The willingness of Clarkson and Legend to participate in an informal karaoke session suggests a relaxed and collaborative dynamic that could translate into engaging television. The event’s success in generating media coverage indicates that this approach to promotion is likely to be replicated in the future.
The Voice: Battle of Champions aims to reinvigorate the long-running singing competition by introducing a new format and bringing back familiar faces. The karaoke session at Baby Grand LES was a carefully orchestrated effort to build anticipation for the premiere and position the show as a fresh and exciting offering in the crowded landscape of reality television. The event’s success in capturing media attention and generating social media buzz suggests that NBC’s strategy is on track.
