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MUSIC F;AIM NewsunrisesoverHendrix legacy by Chris White Almost 27 years after his death in London-ironically, the same length of time that he was alive-a new five- year plan looks set to ensure that the music of Jimi Hendrix will reach yet another generation of rock fans, while rekindling new interest from those old enough to remember his music first time around. imi Hendrix fans have hardlyHendrix historian John McDermott to been starved of product over the track down the original master tapes for last three decades. There have the four albums which Hendrix had been scores of legitimate posthu-completed in his lifetime, and the fifth mous albums-albeit most ofalbum that he was working on at the them compilations-and many of his time of his death in September 1970. earliest recordings (most frequently, The Universal Music Group/MCA those backing Curtis Knight) have also Records deal with Experience Hendrix emerged, and re-emerged, on a bewil-marks the first time that Hendrix's dering variety of labels. music has appeared on a CD which has However, what has sparked partic- been mastered from original master ular interest-especially in the U.K.,tapes-previous re -issues had often Hendrix's adopted home for much ofused second, third and even fourth gen- the '60s-in the latest record compa- eration copies of the original tapes. ny re -assessment of his recorded lega- JorgenLarsen, president of cy is the fact that they are actuallyUniversal Music International, says, the first Hendrix recordings to be "Jimi Hendrix has become a musical released under the authority andicon, with a reputation and musical direction of his own family. prestige that grows with each passing In January this year, MCA Recordsyear. This agreement marks the first signed a worldwide licensing agreement time in many years that the entire Jimi with the Hendrix family -owed company, Hendrix catalogue has been exclusively Experience Hendrix, for the rock gui-licensed to one label on a worldwide tarist's back -catalogue. Last month, abasis. This will allow the music to be string of simultaneous album releases presented with an international consis- marked the beginning of the latesttency and artistic sensitivity of which attempt at bringing Hendrix's music Jimi Hendrix would have approved." into the digital age. Al Hendrix concurs, "We are very The latest marketing of the Hendrix likeHMVand Virgin, and also booked a happy that our family can finally direct legacy is intended to ensure that his lotof in-storeadvertisingspace." A family affair how Jimi's music is presented and pre- music continues to attract new fans Hodgson anticipates continuing media Jimi Hendrix's father and half-sister, Al served, and we're particularly pleased while appealing to the older ones. interest in the Hendrix releases, after and Janie Hendrix, fought a long legal that Universal Music and MCA Records Jay Boberg, president of MCApicking up "considerable coverage" in battle to regain control of his recordedhold the same care, respect and rever- Records, suggests that, "Every kid elements of the U.Kpress. works. In 1993, they filed a U.S. lawsuit ence for his music that we do." that picks up a guitar will find According to Hodgson, the "new" alleging that attorney Leo Branton Hendrix at some point and, because of album has "performed very well across (whom Al Hendrix had hired in 1970 to New sheen to old masters this timelessness, Jimi's records sellEurope" in its first weeks of release. In manage his deceased son's estate), and Last year, Kramer and McDermott-millions each year and actually sell mainland Europe, radio has played its others, had been guilty of "misrepresen-with engineer George Marino-remas-more now than when he was alive." role in the latest revival of the Hendrix tation, mismanagement, unjust enrich- tered Hendrix's Are You Experienced?, The ongoing campaign has been han-catalogue,notablyinFrance and ments, and self -dealing." Axis: Bold As Love, Electric Ladyland dled by Universal companies in individ- Germany, where Universal has conduct- In 1995, an out -of -court settlementand Band Of Gypsys from the originalual territories, and-in, for example ed what the company calls "really suc- transferred ownership of Hendrix's cat- master tapes which had been uncov-Sweden and the U.K-First Rays Ofcessful" promotional activity. alogue to Al Hendrix and other family ered in the U.K and U.S.A. The New Rising Sun has seen Hendrix Hodgson concedes, however, that in members. Their company Experience Probably even more exciting for returned to the Top 50 album charts. In the U.K, airplay is likely to be restrict- Hendrix then hired Jimi's original engi- devotees was the news that Kramer,its first week, the album also made ed to album -oriented programmes. "We neer/co-producer Eddie Kramer andMcDermot and Marino had also com- Music & Media's European Top 100 certainly have no plans to release a sin- piled and mastered a historically accu- albums chart, on the basis of its successgle from First Rays Of The New Rising Janie & Al Hendrix rate recreation of First Rays Of The in those two territories and in Germany. Sun in the U.K, although it's possible New Rising Sun, the album Hendrix our European companies may go with was working on at the time of his death. Cross -generation traffic Dolly Dagger, one of the album tracks." Although several of the recordingsAlan Hodgson, commercial marketing Hodgson adds that the next five have appeared previously on variousmanager at Universal Music in theyears will see a number of "new" posthumous Hendrix albums/compila-U.K., says, "We are very much treat- Hendrix releases, although it appears tions (notably on 1971's Cry Of Love), ing this re -issue programme as anunlikely many previous posthumous First Rays Of The New Rising Sun is the entity, and anticipate a new wave ofalbums will reappear in their earlier first time that they have been heardinterest in his music following theincarnations. Throughout, he declares, together. The album title and running screening of a [U.K.] BBC TV docu- the emphasis will be on quality. order of the songs were taken from pro- mentary in June. Hendrix remains "We're planning a 'Best Of' album duction notes in Hendrix's own hand- very much a unique artist." later in the year; that will perpetuate writing. After a U.S. release, the album In the U.K, the initial marketing the Hendrix legend even further. It is was issued across Europe on April 28, campaign for the Hendrix CDs was very important the Hendrix catalogue is along with the newly-remastered first press and retail -driven, says Hodgson. treated with great care and, with the four albums. The releases are the first "Our sales reps were going out and talk- involvement of his father and sister, steps in a five-year plan aimed at restor- ing to dealers about the Hendrix releas- that's what we will be doing. ing the credibility of a catalogue which es, asking them what they wanted us to "We want," he concludes, "to ensure has, by all accounts, spawned some 300 do. We did a lot of co-operative press that Jimi Hendrix's music remains pop- albums since its creator's demise. advertising, particularly with chainsular for many more decades to come." MUSIC & MEDIA MAY 2.4,1997.

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