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April 23, 2004/Iyar 2 5764, Vol. 56, No. 31
Hillel seeks a 'Superstar'
RACHEL POMERANCE
Jewish Telegraphic Agency
Inside the frame of a mock television set, three African-Americans, an Asian-American and a Jew squeezed each other's hands nervously as they stood on stage before 1,000 people.
The group of Georgia college students braced to hear which of the five finalists would be crowned "Campus Superstar," capping a nearly two-month vocal competition run by Hillels of Georgia.
The fund-raiser, simulating the hit show "American Idol," was an attempt not only to brand a concept but also to refashion an organization that caters almost exclusively to Jewish students.
The novel approach was a way to raise Hillel's profile on campus and update its image among college students - and attract unaffiliated Jewish students in the process.
Hundreds of students turned out to watch or try out for the competition, which awarded the winner - Andra London, the Jewish finalist and a Hillel activist at Atlanta's Emory University - $5,000. She also will get to sing this spring at "Music Midtown," Atlanta's premier pop music festival, and to perform the national anthem at an Atlanta Falcons football game.
Hillel expects to make more than $100,000 from the contest, more than three times as much as it has earned from any other special event in recent years.
After 11 finalists performed at an Atlanta auditorium April 1, the field was narrowed to five by a panel that included industry giants like Paul Worley, a country producer who has worked with Martina McBride and the Dixie Chicks; and Steve Koonin, an executive vice president of TBS Super-station and Turner Network Television. The audience then chose the winner.
The event was a public relations bonanza for Hillel in the local community and among its donor base.
It showcased the energy and possibilities of campus life, as well as Hillel's pioneering programming, says Jacob Schreiber, executive director of Hillels of Georgia.
"This is where you take a risk to do a program that's so outrageous in scope - that's what has excited this community," he says. "Now when they think of Hillel, they're going to think exciting, cutting-edge, big."
"Superstar" was one of a handful of Hillel programs around the country "that lower the threshold of Jewish backgrounds for everyone to participate," says Jeff Rubin, spokesman for the national Hillel organization.
Crafting a program with universal appeal often means high costs and difficult programming, however, so such events are few, he says.
He plans to run a similar program next year.
"If we can find a way to do 'The Apprentice' next, we will,'' he says, referring to the popular reality show starring Donald Trump.
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