Backstage at the season finale of “The Voice” in June, veteran reality-TV producer Mark Burnett decided to continue his work with Cee-Lo by offering him a contact for a new show.
On “Cee Lo Takes the U.K.,” the rapper/singer’s critically-lauded group Goodie Mob will record its reunion album in London and “soak up the local customs.”
Next year, Cee-Lo will also perform alongside Celine Dion and Prince in “Loberace,” a theatrical show that will be presented at Planet Hollywood in Las Vegas. The article points out that Cee-Lo’s numerous endorsements for 7Up soda, Absolut Vodka, Duracell, and Pretzel M&Ms. Not bad for an artist who, despite having major hit songs like “F— You” and “Crazy” (the latter as the frontman of duo Gnarls Barkley), hasn’t even had a solo album go gold.
“He has a very strong brand, an unusual look and a great sense of fun,” Burnett said. He enlisted Cee-Lo for “The Voice” after seeing him on “Saturday Night Live.” “It’s a sense of theatrical, big-scale fun. It’s not just singing. It’s a real show with Cee Lo.”
“There’s security in being a brand; there’s certainty in being a brand,” Cee-Lo continued. “McDonald’s is a brand. And when you get your fix for a Big Mac, where do you go? There’s only one place you can go for a Big Mac, and that’s big McDonald’s. But my brand has a broader horizon, because my brand is, ‘Whatever you think you want, I just may be able to give it to you.’ ”