Cross-Dress for Success
CAPITOL RECORDS HAS developed what may be the first commercial database of drag queens.
In February and March, Capitol ran a series of contests in gay bars across the country to find what it described as “America’s ultimate drag queen.” The national winner, selected from local winners, will appear in the print campaign for “Divas Exotica,” a collection of “camp and kitschy” songs from such drag icons as Marlene Dietrich, Eartha Kitt and Carmen Miranda. It is the list of contestants-all of whom must be over 21-that comprises the drag database. According to Lisa Derketsch, director of direct marketing for EMI Capitol Entertainment Properties, the list will be used to market various EMI and Capitol products by direct response.
Andrew Isen, who heads WinMark Concepts Inc., Washington, DC, which specializes in gay and lesbian marketing, points out that such a database has applications beyond selling albums to dress up and lip-synch to. Isen feels the database could be successful marketing products less obvious for drag queens: home furnishings, say, or specialized travel programs.
Charles Ching, senior account manager at Metamorphics Media LLC (formerly Strubco Inc.), a New York lesbian and gay list brokerage/consultancy, says that international drag organizations like the Imperial Courts maintain mailing lists of their own members, but do not allow access to their databases to outsiders. However, the policy is often reviewed.-JB
