My face is finished, my body's gone...

INT: Small kitchen. Tasteful but not extravagant. Morning.

William Shatner, Lee Majors and David Soul are sitting round a table having breakfast. Shatner's eating Marmite on toast, Majors is sulkily staring into his coffee and Soul is looking at the small ads in Variety.

Soul: Hey guys, here's one: Producer seeks experienced talent. No timewasters. Sounds perfect for us!
Majors (scowling): Yeah right! We all know what that means...
Soul (hands in air): Tell us...
Majors: He's looking for chicks!
Shatner: It could be guys... and if it's experience this producer wants, then hey ...
Majors: Yeah, whatever. Even if he is looking for dudes, we're 'overqualified'.

That's an excerpt from the forthcoming series Six Million Dollar Men. No, of course it isn't, I made it up, but hey, if someone could get those fellas together to do comedy I'd watch it. Majors would have to agree to try and shag anything to reflect his model-marrying in real life. Incidentally, I didn't know Majors markets his own hearing aid, called inevitably The Lee Majors Bionic Hearing Aid - tagline: it won't cost you $6 million but you'll think it's worth it. Something us tinnitus sufferers could use, I'm sure.

Anyway, the reason I mention Steve Austin, Hutch and Kirk is because I've been musing on the concept of over qualification. Last year, whilst I was managing the band, I would occasionally put myself up for job interviews and a couple of times when I never heard back from a submitted CV I would enquire why and be told: you are overqualified. Ouch.

I went to the musical of Priscilla Queen of the Dessert last week (I thoroughly recommend it, by the way - and I hate camp, as you know.). Anyway, in the pivotal role was Jason Donovan. His body is still lean and taut, as he's keen to stress by stripping down to pants in the first five minutes. But he's aged in the face like anyone in their forties has a habit of doing. And so what? He's not the greatest actor, neither is he much competition in the singing department for his co-stars but he does a good job; he's convincing and you're rooting for him. Although not in the Australian sense of the word, I stress. The point is, in the age area he is 'overqualified'. If he was still flogging the cute blonde boy next door it would not work. He would not work. But he's bent his image to fit the market and he's flourishing. Blimey, never thought I'd hear myself defending the Donovan.

And isn't that what everyone is doing? Particularly in the current economic climate. You can tell the people that aren't doing it - the people who have one thing they do and stick to that - people like Oasis, for example, but I suppose you could argue that they don't need to thank you very much - but what happens when Liam does start to lose his insufferable good looks? Well, perhaps he'll retire and do something else. Or carry on Jagger-style with all his self-pronounced 'laughter lines' ("Nothing's that funny" said George Melly)

Or what about Kylie? There is nothing else that people want Kylie to be other than a diminutive, multisexual cypher, once she begins to look her age (which, I admit, may never happen) whither the wispy songs with vaguely suggestive lyrics? Nick Cave - now there's a man who has made a career by sticking to his schtick. In fact, even dueting with Kylie he never went off-message.

That thing I wrote for the Guardian last week about rock stars going off-message has got me thinking. It seems to me that maybe that's what many stars are going to have to do in order to survive. In a world where anything digitizable can be free, you can no longer rely on residual back catalogue sales from CDs or DVDs to keep you going. So you are going to have to carry on working like the rest of us and to do that you're going to have to keep relevant to the market. Sure, if you're Leonard Cohen or Van Morrison you can charge your affluent audiences £200 a ticket for the privilege of seeing you, but you can only do that if you have their stature and crucially, you can't continue to do that every year. So what you surely must do is start thinking laterally and do other stuff. If you're Cohen you can sell your art which sticks to the message and keeps your image safe. But what if you're Michael Jackson, you're 50 years old and you've just sold out 50 O2s? Now there's someone who's overqualified. Surely it's time to leave the Moonwalk behind and just perform some fantastic tracks - use the great voice and occasionally do that thing with the foot, sure. But don't try to pretend you're 25 and book an elephant and 100 Masai warriors...

So many friends of mine are doing their bit for reinvention and going off-message - like my pal I described last week who picked up the Twitter baton (the Twaton?) and ran with it. Or another friend who is lecturing to music students after having been MD of a large music publisher. Re-invention may be deemed undignified by some, but often it's far less dignified to try to remain the same in the face of change - you can end up looking a bit of a Cnut.

"See her picture in a thousand places, cos she's this year's girl..."

So the White Lies album is released this week. Relax, I'm not going to fall into the trap of giving it a review here. Besides, I haven't listened to yet. But those of you who've been reading this for a while will already know my thoughts on their live show and what I thought of Fear of Flying, so I won't repeat myself. Besides, you are probably sick to the teeth of reading about them on those New Bands For 2009 lists where people described as 'industry movers and shakers' (IMSs) pick their tips for the forthcoming year.

I mention White Lies because in another week of industry changes (Apple dropping its DRM, the Astoria closing, my local Asda no longer selling CDs), it's nice to cling on to good old fashioned highly-anticipated albums.

I was out with one of those IMSs last week. Tellingly, we actually went to the London Art Fair instead of seeing a band. It was fantastic, by the way, particulary the amount of Terry Frost stuff which, if I had a spare £20K, I would sooner invest in than a bank.

Afterwards over a bowl of noodles, the IMS lamented the lack of anything genuinely exciting out there. Now, this may sound like the usual jaded A&R whinge of cliche. Not so. Well, not so with this chap anyway, he's normally ludicrously positive about everything - there's generally a silver lining for him, even in acts which I can't imagine getting beyond their first single. With him, they get to the album and more often than not end up on the cover of NME. Sometimes they even sell loads of records. Not that I'm jealous of him or anything, you understand.

He actually has a lot of time for White Lies but beyond that - looking at the landscape of unsigned and newly-signed artists - he claimed that there really wasn't anything sure-fire exciting out there in the way that there is most Januarys.

But from all those IMS lists you wouldn't think that there was a dearth of new stuff, would you? How many times have you read the names Little Boots, Empire of the Sun, Florence And the Machine and La Roux? They were all present and correct on BBC's Sound of 2009 list, a list which has become such an institution since it tipped Duffy and Adele that news of Little Boots' top nomination ended up making the national TV news. They were also there in the Guardian, The Times, the NME and then were repeated ad infinitum down the chain of lesser titles who always follow suit with their 'picks'. I remember when I was an editor at AOL Music and we did our inevitable image gallery of annual music tips. Despite my loathing of many of the choices, like a coward I would always include tips from other media's lists because I didn't want to be seen missing anything. Remember when you couldn't move for accolades for The Bravery or Holly Valance? Incidentally, you really should click on that Bravery link and read it, then read this year's BBC tips - it will make you smile and nod sagely.

In yesterday's Observer Music Monthly list, there had clearly been an effort to swerve away from some of the more obvious choices and well done them for trying. The interesting thing about all the tipping this year is that with the record business in freefall, there is less and less chance of any of these tipped bands actually amounting to very much more than hot tips. Both Duffy and Adele were heavily invested in - certainly Duffy had to happen, the financial consequences would have just been too dreadful to contemplate if it hadn't worked. If the tipster's goal of 'getting it right' of being able to say at the beginning of the following year,"Yeah, we spotted Duffy ages ago" then the safest bet is to tip the artist who you know the record company is backing. Yes, that's why we all backed The Bravery in 2004.

Press expectation and the marketing budgets for White Lies are of a level that we now see less and less of; there simply isn't enough cash to do it on every new act. So aside from their Joy Division-meets-Duran Duran sound, there is something heart-warmingly old-fashioned about the whole White Lies vehicle, with its press ubiquity, its TV advertising and universal approval. That's with a small 'u' by the way. Even reviews where quite clearly the critic does not get it have been positive. Let's be honest, it is noveau goth music of the sort that teeenage boys can't get enough of; it's not made for 30-something critics who would rather be listening to Bon Iver (there, got a reference in this week, high five!). So critics have to judge it whilst wearing short trousers to avoid sounding dad-like.

In a similar way, I reviewed Graham Norton's debut in La Cage Aux Folles last night - except instead of short trousers, I had to review it in drag. I don't find camp funny of itself and most of the humour in La Cage is derived out of the assumption that men in glittery dresses and wigs is hilarious. But once I got into the spirit - and Norton, despite a limited vocal range, does a fairly good job - I found myself humming along to I Am What I Am along with the middle aged ladies and male couples sharing M&Ms.

Damn, this week, I wanted to go through the critics' picks of acts for 2009 and give you my informed and unbiased opinion on all of them. Instead, I've told you I like Sir Terry Frost and caberet. But would you really be interested to know what I think of Little Boots? Perhaps if I'd seen her live I would tell you but you don't need me to tell you what I think of her recordings - go and listen yourself. My one thought on her is this - and it probably applies to all the other lucky tipped artists too: in her Guardian Magazine feature two weeks ago, the interview ended with the usual bold copy where tradtionally, information pertaining to the release date of her record would be. But instead of these details it merely stated that we could hear her music on Myspace. Let's hope Atlantic are saving up a White Lies-sized budget for her campaign.