(QVC DREAMBOY)
I’m workin’ overtime, dedicated to you
Gonna cross that thin line
Hope you don’t disapprove
‘Cause I’m workin’ overtime
Got to make a new start
‘Cause I'm workin’ overtime
Workin’ hard
(From the title track to Diana Ross’ album Workin’
Overtime, 1989, composed by Nile Rodgers/C. Max)
I
|
like to
think of my four years at QVC as something like the seven years that Gladys
Knight and the Pips spent at Motown -- they were a talented singing group who
struggled for recognition, good songs, and good producers, while the Supremes
were treated like royalty. From
1991 to 1994, I was a host on what was a new channel for QVC, the Fashion
Channel. There I was a small fish
in a big shopping world, struggling to be recognized.
“Welcome back to the QVC Fashion
Channel. My name is Dale Madison,
and I have the honor of taking you through an hour of fashion formulas.”
That
was how I usually opened my shows, by saying “I am honored” or “I have the
honor.” I really was honored to be
on daily television -- even if it was on a shopping network.
My good friend and storytelling buddy from
Umoja SaSa!, John Hall, had seen an ad in the Baltimore City Paper that called
for hosts for QVC’s new channel, a channel dedicated entirely to fashion. John
was also an actor and a performer, but he felt the job would be perfect for me
because of my experience in costume design. Acting, like sports and politics,
is a cutthroat, competitive field, so I was grateful for the tip. The
nationwide search was coming to Baltimore, so I sent in a standard headshot and
emphasized my background in fashion.
A few days passed before I got a call from
the head of talent for QVC, John Eastman.
He scheduled me for an audition and told me to prepare a six-minute
selling presentation of a fashion item. “Sweet!” I thought. “This will be a piece of cake.” At that
time I was designing and making all of my clothes, as well as the costumes for
my Umoja SaSa! Storytellers performance troupe. The influence of the Spike Lee
film Do the Right Thing had the black
fashion world in the midst of Afro-centric wear; it was all about kente prints
and drummer pants, and I had a closet full of drummer pants.
By that time, auditions had become a way
of life for me. The flexibility of my schedule with Umoja Sasa! allowed me to
audition for movie roles, print ads, and television shows. Most auditions
occurred in an agent’s office or in a business meeting room. However, John Eastman told me that I
would be meeting him in his hotel room.
This I did find strange, but I decided to go anyway. I arrived and
noticed that food and dishes from the previous night were outside the room.
When I knocked on the door, a huge 6’3” white man answered and introduced
himself as Eastman.
“Come on in,” he said. “Sorry about the
mess -- the maids haven’t picked up my dinner from last night.”
I stepped over the dirty dishes and gazed
up at the deep-voiced Eastman. He sounded like a voice-over, projected through
speakers. I thought I must have been the first audition of the day, as he was
casually dressed and the room was a little in disarray. He asked if I had any
questions, then explained how hosting on a shopping channel works: the host
gives an audience the basic information about a product, including price,
measurements, and available quantities, then fills the remaining six to nine
minutes with talk of the product’s features and benefits.
“Show me what you’ve got and keep it in
between six and nine minutes,” he said.
I launched into my spiel.
“I’m sure you are wondering about the
colorful pants I am wearing today. They are ‘drummer pants,’ sometimes called
‘parachute pants,’ and have become quite the must-have fashion statement.
Popularized by entertainer MC Hammer, they are also known as ‘drop seat pants.’ They were originally worn by African
drummers, musicians who must wear loose pants to accommodate the large jimbe
drums they place in between their legs.
Most pants are made of cotton with an elastic waist, as I have here, or
a waist made in a drawstring style. The pleats across the front and back allow
for a flat waist design, with a broad sense of flowing fabric as the line of
the pants moves downwards. When you are looking for comfort, you are not going
to find anything that gives you the ease of style that a set of drummer pants
gives you. A wonderful benefit I find is that I never have to worry about
gaining or losing a few pounds, because drummer pants can be very forgiving.”
My ad-lib made Eastman laugh. He was a big
man, and I could see that he related to waist sizes. He told me, “When I
audition regular QVC hosts, I give them a pencil and have them sell it to me
for the entire nine minutes.”
I was glad that I had my pants to sell,
instead of a pencil. He was impressed when I told him I had made the pants I was
wearing and that I specialized in making clothes for plus sized and petite
women. He confirmed what I had
already suspected -- the Fashion Channel would have special hours dedicated to
unique-sized fashions.
I was so excited about the opportunity for a
television-hosting gig that I never questioned why I would audition for a
national television show in a hotel room. I was glad it did not turn out like
the night I auditioned to be a roadie on the Jacksons’ Victory Tour in 1984. At that time, I was still working as a
front desk agent for the Hyatt Hotel, and the guy who claimed to be
interviewing roadies for the tour had been a regular guest. He told me he was a “marshal” of some
sort and showed me a badge, then said we could talk about the job after I got
off work.
He picked me up from the Hyatt and drove
me out to a cheap Route 40 motel. He talked about the deal all night as he
undressed, smoking a stinky cigar. I took off my clothes and imagined he was
Jackie Jackson, the oldest brother of the Jackson 5, testing out the roadies
before show time. I never saw him again.
However, this wasn’t like that -- John
Eastman made no advances and I heard from him within a week. He invited me to West Chester,
Pennsylvania, for the next round of interviews with the human resources
department. I took a train from Baltimore to West Chester and stayed in a hotel
with all expenses paid, courtesy of QVC. I interviewed with two other people,
and it was like a standard job interview. During the interview, the head of the
human resources department asked, “If there was something you could change
about yourself, what it would be and why?”
Having been asked this question before, I
had a standard answer. “If I could
change one thing about myself, it would be my ears,” I said. “I am the only one in my immediate
family whose ears stick out.”
I was being totally honest with this
answer. I used to be extremely
self-conscious about my ears. Now
I thank God for Will Smith because he has made big ears sexy. One cosmetic
change I did end up making six weeks after that interview was closing a gap in
my front teeth. I thought it would
look better on film.
I had never watched “shopping television”
before, including QVC, which stands for “Quality, Value, and Convenience.” Shopping channels never did anything
for me because I like instant gratification and don’t buy things I can’t see,
touch, and smell right in front of me.
From time to time I had run across the Home Shopping Network (HSN),
QVC’s major competitor, on UHF TV late at night when everything else had gone
off the air. QVC was available
only if you had cable, which suggested its viewers had more disposable income
because they could afford the additional monthly cable bill. Eastman explained
that QVC had higher-end products than HSN. I knew that HSN hosts were hard
sellers; they urged you to pick up the phone “right now” and were constantly
slashing prices on already cheap merchandise, sounding like sideshow salesmen
selling water to people in a desert.
QVC had been in operation since 1987,
their offices located in a West Chester office park. By January 31, 1988, the
end of their first full fiscal year, the company had achieved $112.3 million in
sales. QVC spent the next couple years strengthening its position in TV shopping
through the acquisition of additional channels, property on which they built a
call center, warehouses for inventory, and talent. John Eastman had been one of those talent acquisitions. He
was a former shopping host for HSN and was one of the first hosts for QVC.
Eastman
explained to me that QVC used a soft-sell approach. Hosts chatted with the
audience, talked about themselves, and then worked the product into the
conversation. No one ever said, “Act quickly -- while quantities last!” QVC
strove to be the family of which viewers wanted to be a part. It was fun and entertaining, and very
personality driven. People called in and bought the products because they liked
the hosts. HSN hosts earned
commissions, which made them eager to sell, while QVC hosts were salaried and
did not make commissions on sales.
However, I later learned that QVC hosts received bonus checks twice a
year, based on customer surveys and overall sales. I was excited about the
potential of earning even more money, based on popularity.
About a month later, I got a call with
good news. The QVC family was adopting me to be a part of their newly acquired
offshoot, the Fashion Channel. I received a formal offer a week later. It would
be the most money I had ever made, and I would receive a wardrobe allowance of
$4,000 per year. I imagined all the drummer pants I could buy with that!
Manicures and haircuts were reimbursable. QVC sent me tapes of previous shows
and background information on the network. It would be the first time I would
actually watch a QVC show. Up until that time, I did not have cable, and had
not understood the difference between HSN and QVC.
QVC hired a moving company to make my transition from
Baltimore to West Chester a smooth one. I did not have to lift a finger, and that
made me feel like a star. I wouldn’t learn until later on that my wardrobe
allowance, haircuts, travel, and moving expenses would be added to my income at
the end of the tax year and I would have to pay taxes on them.
My lover at the time, Andre, was ecstatic. He hated Baltimore. He was approaching twenty years of
working at Johns Hopkins Hospital and wanted to retire to try a new career. He
could not draw retirement because he was not yet fifty, but he knew it would be
waiting. He looked forward to
settling down in a new city where he could be a house-husband and take care of
me. We had a huge send off party
with all our friends and family present before moving to West Chester into a
cozy townhouse less than a mile from the QVC studio.
Training to be a host was fun. We learned about the various products
and how to “showcase” them, such as how to turn a jeweled ring and make it
sparkle in the right light. We
rehearsed in front of the camera and took test on-air phone calls, learning how
to get viewers to say wonderful things about our products. In addition, we also
learned how to deal with on-air callers if they said something off-color:
“Hi,
you’re speaking with Dale. To whom
am I speaking and where are you calling from?”
“Hello,
Dale -- this is Sally from Houston. I just bought that beautiful silk blouse
you talked about in the last hour.”
“That’s
wonderful, Sally. Do you have a special occasion on which you plan to wear it?”
“Other
than rubbing the silk fabric against my breasts and feeling sexy, no special
occasion I can think of.”
Immediately, the caller would be
disconnected and the remarks edited out of the show, thanks to our five-second
delay. I would keep the flow of
the show going by simply saying, “Thanks for calling in today, Sally,” and
would not react or respond to her remark.
Hopefully, the camera would pan away from my face and to the product so
that my face wouldn’t give me away!
Clarence was one of my main champions
while I was at QVC. He taught me how to get around the city, told me
where to get a good haircut, and made helpful suggestions on my presentations.
Clarence was always immaculate, tailored, and very conservative. He always wore
a suit and tie, while I would wear earrings and a vest and jacket with lots of
pastels. I think I was the only
male at QVC with pierced ears and the first male at QVC to wear earrings on the
air. I had to fight for that in
1992. I could not comprehend a channel
that sold jewelry but did not encourage male hosts with pierced ears to wear
it.
Kathy Levine -- considered one of the most
successful salespeople in the world -- was the prime-time diva at QVC. She sold
more than $150 million worth of merchandise, annually. Kathy was named “Best
Television Presenter” three years in a row by the Electronic Retailing
Association, and was also named one of the “25 Most Influential People in
Direct Marketing” by Direct Response TV
magazine. She went on to publish two best-selling autobiographical books, It’s Better to Laugh: Life, Good Luck, Bad
Hair Days & QVC and We Should Be
So Lucky.
Kathy had what was considered the prime
time slot. She appeared live east coast time, from eight to midnight, and got
the best products, the most promotion, and the most popular guests. Now don’t
get me wrong -- just because the network treated her like royalty didn’t mean
she let it go to her head. Kathy was not a bitch. She had paid her dues in the
industry and had become a favorite among viewers. She was closely associated
with Diamonique, the QVC brand of cubic zirconia, which was a fancy way of
saying “fake diamonds.” She was
the undisputed star of the network. Funny, friendly, and warm, in real life she
was the same person she showed to the audiences -- real and accessible.
Clarence came on at midnight after Kathy
went off air. This made him a popular prime time host on the west coast. Host Mike Rowe, another Baltimorean who
had probably been at QVC about a year or two before I arrived, usually followed
him. Most of the original QVC
hosts, including Bob Bowersox, Steve Bryant, Molly Daly, Paul Kelly, and Toni
Price, were still there.
During
the launch of the QVC Fashion Channel, there were technical difficulties and a
lack of product that scaled back the already scant twelve-hour programming and
prevented some of the new hosts from going on-air the first week. (Although QVC operated twenty-four
hours a day live, the QVC Fashion Channel would be live only twelve hours a
day, with taped repeats playing overnight.) A beautiful black model/spokesperson named Sharon Swainson,
hired out of Washington, D.C., only lasted with the Fashion Channel for five
days. Ironically, she and I had
done a print advertisement together for Baltimore’s Mondawmin Mall earlier that
year.
Her goal was to work for
ESPN and she was more comfortable in sports. She looked at the product we were supposed to peddle and
told me, “Honey, I can’t sell this stuff. It’s polyester. I’m outta here.” She quit and the search was on for new
hosts.
Even though I knew that the channel wasn’t
yet up to twelve hours of programming, I was uncomfortable with how management
kept delaying my appearance, even after that first week. I had been hired for my fashion
expertise, but I soon began to feel like QVC was wavering in its confidence in
me as a host. One day, John Eastman called me into his office and explained
that I would be getting a unique opportunity.
“Dale,
we’re gonna give you a shot on the main channel. This will expose you to many
more viewers than on the Fashion Channel.”
“Does
this mean I won’t be on the Fashion Channel at all?” I asked.
“No
-- it’s only temporary until all the programming is ready for the Fashion
Channel. But I do need you to present a more conservative look. The types of
things you’ll be selling won’t be fashion driven. The experience will make you a more rounded host.”
I was appreciative of the opportunity, but
I took his words as a subtle hint that I should change my image. I had never tried to hide the fact that
I was gay. I was proud that my gay fashion savvy had gotten me the job.
I
prepared myself to debut at three in the morning and be on-air for three hours
until 6 a.m. My days alternated
with Mike Rowe, who also worked on a local real estate show in Baltimore. Mike, who was a well liked “ladies’
man,” showed me a stack of erotic Polaroids women viewers had sent him. He
never seemed to care what went on at QVC and seemed happy with the on-air
schedule in the middle of the night where management seemed to leave him alone.
I felt panicked because, with the skeleton crew that was present in the wee
hours of the morning, I could not get advice as quickly as I needed it. At first, I tried to convince myself
that it would all be a good thing, because by being on QVC, my family would
definitely be able to see me on television. The QVC Fashion Channel was in limited markets so, even if my
family had cable, there was no guarantee that they would have had access to the
Fashion Channel. Hosts on QVC were
not to mention the Fashion Channel while they were on-air, for fear that it would
frustrate or confuse viewers who did not get the Fashion Channel in their area.
Working on the QVC channel meant that I
had to understand tools, home appliances, gym equipment, sports memorabilia,
toys, games…just about anything. Entertainment
Weekly, People, and most fashion
magazines became reimbursable expenses. John Eastman told me, “As a QVC host,
you will always be the life of any party. The seemingly useless trivia you will
learn here will be perfect for most social occasions.”
The drill seemed simple enough. Hosts
arrived about two hours before their segment aired to preview products lined up
for each hour of their show. A
show block could be three or four hours.
Each hour had a different theme and one hour always included jewelry,
which was QVC’s mainstay. My schedule required that I arrive at QVC around
midnight, when most people were gone. My live shows were taped, and John
Eastman critiqued them with me weekly.
I have to admit that I was bad my first
few weeks on-air. I remember receiving comments from the bosses that I used the
words “like” or “umm” too much. I tended to talk too fast, but quickly learned
how to slow myself down by talking to the models and crewmembers on the set. As
a live theater person, they gave me something to play off of. I needed a sense of connection with the
people around me, and not just with the camera.
Another thing that posed a challenge for
me was that I hated the crap I had to sell. A part of me wanted to tell my viewers, “You can find most
of this stuff at your local K-mart.”
I was obviously uncomfortable selling anything related to sports.
Because I hated sports so much, I refused to research the topic. The producers
knew that and always tried to give me sports facts via the earpiece I wore. It
was painful to come up with selling points on a basketball jersey when I hardly
understood the sport of basketball. I often mispronounced the names of the
athletes or the teams, or associated the wrong teams with the wrong city. I
would look at the jerseys and my mind would draw a blank. I wanted to say, “It’s a shirt. It’s
somebody’s number. Buy it.” The
backstage crew found it so hilarious that I cared nothing about sports and did
not even try to pretend otherwise. Those were the times when a six-minute sell
felt like six hours.
I would get home around eight in the
morning and feel completely beaten up.
If during the day I had to go to a vendor meeting, show host meeting, or
do research on a new product, I might not get a decent sleep in before my
shift. Andre would make me a huge
breakfast when I got in from work and would have a huge dinner waiting for me
when I awoke. One day after an early morning shift, I came home and answered
the phone.
“Hello,” I said.
A strange voice on the other end of the
line whispered, “Are you Dale Madison, that new host on QVC?
“Yes, I am,” I replied.
“I didn’t know how easy it would be to get
your telephone number. You have such a wonderful voice.”
“Why, thank you.”
“Every time you talk about fourteen karat
gold, I stick my finger up my pussy. You make me cum.”
I quickly hung up and had the phone put in Andre’s name the
next day. You may think that it
would have turned me on, but it was the first obscene phone call I had ever
gotten. Frankly, it freaked me
out.
Eventually, my work schedule made my sleep
pattern crazy. One time, after
being off work for a few days, I had a dream that I forgot how to sell all the
products I had already learned.
When I awoke, my heart was racing and I felt dizzy. I ended up in the
emergency room, having a panic attack.
Also, the migraines I had been diagnosed with when I was eighteen got
worse while working at QVC. On one occasion, they were so bad that I had to
leave in the middle of a show. I thought it had to do with the studio lights. I
took a series of medical tests and found out that peanut products were
triggering them -- and peanut butter had been my comfort food to get me through
the days at QVC. Once I gave up
peanut butter, my headaches decreased about ninety percent.
So much left to do and so little
time
Just read the news to see today’s
headlines
One idea can last forever
And here’s the only way that I can
prove it…
I’m workin’ overtime
While working the late shift, I met
Richard Simmons, one of many celebrity guests who appeared on the channel to
sell a particular product. My body clock was still all off, due to the odd
hours, and I was eating horribly. I had just shoved a handful of potato chips
into my mouth when Richard walked up behind me and said, “Dale, I have two
words to say to you -- Luther Vandross.”
I swallowed the chips and kept on going.
The image of the overweight soul singer still sticks in my mind today, years
after his death. High cholesterol runs in my family, and my father was already
injecting insulin for diabetes. My
weight fluctuated a lot, as Luther’s did, while I was in my thirties. Before I
joined QVC, I would start working out and then stop for months. I never
exercised while working at QVC. If
anyone should have signed up for a Richard Simmons Deal-A-Meal plan it was me,
but I did not. However, Richard
was always a pleasure to work with because he made every host on every shift
feel like he enjoyed being on the air with them.
Joan Rivers, on the other hand, insisted
on working or not working with certain hosts. Joan and Kathy Levine bonded
quickly, and I think Kathy even used a plastic surgeon that Joan recommended.
The producers were always running around to cater to Joan’s whims, using
special lights on her face and allowing her tiny, yappy little dog to run all
over the place. Joan had to be
lit just so, and it always left the studio hot and uncomfortable.
The oddest of the bunch of QVC hosts was
Jeff Hewson. He looked a bit like
a short Tab Hunter, a movie heartthrob of the 50’s. His perfect hair, combined
with his dazzling smile and clean-cut chiseled features, made him an instant
favorite among the older ladies who shopped on QVC. At my first QVC host meeting, he arrived wearing a pair of
Daisy Duke hot pants, which someone referred to as tennis shorts. Imagine -- a
grown man showing up to a staff meeting in tight-ass short shorts! All I could think of was the old James
Brown song that goes, “Hot pants…smokin’!” Rumors of his sexuality soon became
fodder for backstage talk. He had
already caused the studio to become a flurry of excitement because he was
engaged to host Judy Crowell, who was your typical girl next door. I was not too concerned when I had
heard staff people making remarks about Jeff’s questionable sexuality because,
after all, I had married a woman a few years back and my wife had known I was
gay. I just hoped that Judy knew about the rumors and was comfortable with what
possibly lay ahead of her. Of
course, all of the viewers were caught up in the Jeff / Judy romance. Gifts
poured in, as if Diana was getting married to Prince Charles.
Most
of the QVC hosts attended Jeff and Judy’s wedding. The Fashion Channel hosts
did not receive an invitation, since we had just arrived and obviously had no
connection to the couple. When they returned from their honeymoon, there was
definitely a different air around the studio. A huge public relations issue
surfaced when their marriage fell apart as quickly as it had happened. Everyone
wanted to know why the cable-shopping network sweethearts were breaking
up. The National Enquirer had
already approached some hosts for stories as we walked to our cars, so extra
security was hired. We had to take a course on how to answer questions from the
media. It reminded me of the extra polishing that Motown artists went through
in order to know how to properly deal with the public. It wasn’t the Maxine
Powell etiquette class that the Supremes endured, (Maxine Powell was the
etiquette consultant for Motown Records), it was the Jack Franchetti Speech and
Media Training course and it was mandatory. A tip I will share that I learned
from the course: if you are ever bombarded on the red carpet with questions
from the media, questions you’d rather not answer, repeat their question back
to them or ask them to explain it in a different way. This will give you a
second to think of an appropriate answer, instead of saying the first thing
that pops into your head. For
example:
Reporter: Which products would you rather not see sold
on a home shopping program, products that really don’t meet your standards?
QVC Host: I don’t understand your question. Could you
repeat it?
Reporter: Presumably, you sell whatever they give you
to sell. You can’t possibly expect, by any stretch of the imagination, that
everything you sell is a great product. Which things do you think are inferior
and should not be for sale?
QVC Host: There are products that I would not use, but
someone else might find them very useful.
Reporter: Would you not use them because they are
inferior or just because they’re not your style?
QVC Host: QVC has a high standard of quality control
and inspects everything. I would
never call an item inferior -- I would rather say something is not in my
personal taste.
(See how I dodged having to say, “Hell, no, I wouldn’t
buy any of that shit!”)
Right after the Jeff / Judy split, Jeff
boycotted Judy’s show. He refused to do a walk-on, which is when a host drops
by another host’s show to tell the audience what is coming up in their hour.
Jeff would shoot his walk-on on a separate set, so that he would not have to be
on the same set with Judy. He eventually left QVC, and Judy stayed. She gained
sympathy from viewers, and her popularity increased. There were all kinds of
rumors about Jeff’s erratic behavior and eventual disappearance. The stage crew
often complained about how he spoke to them. When he moved from the area,
people would joke about “Jeff sightings” in much the same way that people talk
about seeing Elvis.
Boy, you’ve got to think
What your priorities are really all about
It’s such a crazy world, we’re on
the brink
There’ll be no turning back once we’ve set out….
I’m workin’ overtime