SITI CAN SOAR HIGHER WITH RIGHT STRATEGY

PENANG Pop diva Siti Nurhaliza is good enough to cut an album with Canada’s international star Celine Dion, and capable of championing social causes like Oprah Winfrey, according to an academic forum which met here to analyse the Malaysian entertainer.

The three panellists at the Universiti Sains Malaysia (USM) forum felt that the country’s number one pop singer was a “celebrity product” who was capable of achieving international stardom with the right strategy.

Assoc Prof Dr Fauziah Md Taib, who proposed that Siti form a “strategic alliance” with Dion, said the Malaysian should target ethnic songs and get under the umbrella of major recording companies.

Apart from her singing talent, Siti’s great attribute was her image of a polite, clean, innocent, charming and down-to-earth “gadis Melayu”, she added.

There was a word of caution for Siti from panellist Shahidan Shafie, a lecturer, who said that the 26-year-old singer had reached a “mid-point plateau” after a decade of entertaining.

“She has to race against time to distance herself from the threat of emerging artistes from Akademi Fantasia or Mentor and go international,” he said.

They were speaking at USM’s School of Management's forum entitled Strategic Positioning and Branding of a Diva: A Case Study of Siti Nurhaliza yesterday.

The forum was the first scholastic analysis of Siti, and the Malaysian entertainment industry, from a management perspective.

Seated among the 500 students was Siti herself.

The other panellist, lecturer Dr Ellisha Nasruddin, suggested that Siti follow the footsteps of celebrities like Winfrey in championing social causes. .

The Star’s entertainment reporter, Fauziah Mohd Johar, better known as Zieman, who was a guest speaker, felt that mastering English would greatly benefit Siti.

Siti stepped on stage to give her views, saying she was humbled to be made a case study by the academia.

Ever the modest entertainer, she quipped: “I am comfortable with being me and not aiming too high.”

Later, at the school’s 15th anniversary gala event, Siti received the inaugural Young Artiste Entrepreneur Award jointly presented by the school and the Asian Academy of Management.

Byline CHOONG KWEE KIM - PUBLISHED 24/7/2005