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Hannah goes back to basics
By : HIZREEN KAMAL
Learning from experience, the multi-talented Hannah Tan is giving herself five years to build up her image in a rebranding exercise that aims to redefine who she really is. HIZREEN KAMAL writes.
JUST mention Hannah Tan’s name, and it conjures up this image of a sexy, petite beauty. Perhaps it had a lot to do with the singer’s “daring” debut album Crossing Bridges (released in 2006), which featured her in a white bikini, baring her decolletage. And it is that image that continues to stick in people’s mind.
Never mind that she is a multi-talented artiste, a class valedictorian who graduated in computer science, and had earned her first of two music diplomas at 13. All these seem to be lost in her sexy image.
For this interview, the 26-year-old songwriter, model, host and actress was clad in a fitting grey suit. She revealed how that picture has continued to haunt her.
“I’ve finally experienced the power of digital alterations and airbrushing!” said Tan jokingly, as she adjusted her white shirt under her suit.
But on a serious note, Tan, who was voted by FHM magazine as Malaysia’s sexiest woman on 2006, exclaimed that it has been tough on her and the image in the album has not helped her in any way.
All this Penangite ever wants is to be known for her creative talent.
“I had zero knowledge in branding at that time, which is why I entrusted the agency I was under at that time with Crossing Bridges. I respected their expertise although the application of their branding theories came across as rather unconventional to the Malaysian market,” she said.
At that point in Tan’s life, it never occurred to her that the “stunt” was an attempt at expediting her to stardom. The concept the agency had in mind for Crossing Bridges involved the element of water and the idea of swimming through seas of challenges in an effort to advance to the next level.
“It was impossible to illustrate the concept of ‘swimming through challenges’ without the relevant attire, if an appeal to the global market in general was to be established. So, I bought the concept pitch and the rest is history,” she quipped.
She also admitted to receiving the occasional disapproving look or stare from men and women.
“I don’t blame them as perceptions are formed based on what people see and experience. Their perceptions are also definitely drawn on what certain publications portray.”
And what has she learnt from all this?
“The concept of localisation, which should have been looked into. Well, we learn new things every day, and I believe I’ve learnt quite a bit on branding, thanks to the incident,” claimed the host of TV shows such as What Women Want, Motorsport@Petronas and Ringgit Sense.
“I’m currently applying the correct concept of positioning to the HannahTan brand. The agency’s ideas were very unconventional... a different school of thought. Perhaps they were trying to position me the way the Americans position their artistes.
“In the process of my journey, the local media, my friends, fans and family, were the ones that made the difference, so to them, I am most grateful,” she said. Speaking of her rebranding exercise, Tan says: “It’s like a mini comeback. I needed to redefine who Hannah Tan is as a person, and not ‘Hannah T’ as I was previously known. I am proud of my Asian roots and I want to go back to basics and look at portraying my true self to my fans.”
She performed at Live & Loud 2007 in Kuala Lumpur, before American Idol’s Eliott Yamin, Shaggy, and the legendary Whitney Houston.
She does her research on branding and the entertainment and music industries to be hands-on about the business and marketing aspects of her career.
“It was a very humbling experience and I learnt a lot. That was good in a way because then the whole branding process could start off again very organically.”
Tan, who had earlier this year formed Making The Difference Sdn Bhd to oversee her entertainment career locally, is branching out into merchandising — jewellery, handbags and apparel.
At a time when the local music industry does not really pay the bills, entertainers like Tan immerse themselves in other fields.
She has created her own fashion designs over the years, and plans to put them out in the market within the next five years.
“Friends from the industry think I am crazy as nobody brands a personality. But I thought if I was going to work so hard for it, I might as well just push the furthest I can.”
Hence, her move to Japan next month for two years. “I want to make waves beyond our local shores. Even our government stresses a lot on K-economy. Japan is rich in technology, and I intend to bring some of the technology back to Malaysia,” she said, adding that she has enrolled in a Japanese class there to brush up on her language skills.
Sony Pictures appointed Hannah as its ambassador for Animax Asia in November last year.
Tan also made her debut in the Malay entertainment scene by playing the lead in Zulkifli M. Osman’s telemovie Bezanya Cinta earlier this year. Some of her own songs were featured in it.
She is also playing the lead female role alongside AC Mizal and Harun Salim Bachik in Afdlin Shauki’s latest movie with KRU Productions, My Spy.
Tan, who recently organised a self-funded “H” Factor Nationwide Creative Youth Workshop, a pioneering four-state community service initiative which touched the hearts and inspired the dreams of thousands of young people all over the country, is currently working on her second album, Redefined, scheduled for release end of next year.
Engaging the talented Remy of Innuendo fame to help produce the album, it features 10 self-composed tracks.
ref: http://www.nst.com.my/Current_Ne ... Article/indexF_html |
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Post time 23-12-2008 04:14 PM
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