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MUSIC WEEK JULY 7, 1984 Getting back on the right track JENNIFERicmmiccd rnuPtJCOHEN //p/iHeft), is responsible for international marketing and the ALL OF us in the music To succeed in a recorded music market which is promotion of international artists in the industry know we face a US. She graduated from Harvard with a critical period in our tough and getting tougher — on both sides of the degree in modern intellectual history in business. The apparent Atlantic — requires more than just selling songs. 1978. As a student she directed the contraction and fragmentation of Quincy House Music Society, produced traditional music markets, poor In a piece written exclusively for MW, JENNIFER many concerts and managed several worldwide economic conditions, COHEN, NY-based product manager of WEA Boston jazz artists — winning the David McCord Prize for outstanding increased costs and competition for International, argues that what is needed is a contribution to the arts. Cohen joined consumer spending by alternative WCI as a management trainee for WEA forms of entertainment seem to radical re-think to attract the ear of the International, was appointed product pose serious threats. consumer". Among other things she suggests: manager in late 1979 and became director Remedial steps have been taken of product development in 1981. by every major force in the music "Perhaps it is time to consider why what we offer industry, distribution has been consolidated, packaging has been does not seem to motivate the consumer to simplified, merchandising materials purchase as much as he once did." have been reduced and the resources and budgets for the development of new recording to incur production, recording, and In the boom years of the business, reality. There are creative forms of I believe retrenching in the light of artists have been slashed. development costs on new artists as vast distribution systems were set effective marketing that will economic pressures and going back But while I agree that there has was once standard in the US up, but as market conditions promote new artists without to the bare basics of selling records been considerable waste in the industry. A balance is necessary. changed they became expensive necessitating huge expenditures. will only re-inforce the problems that music business, \ am also concerned Is it really cost effective for a pipelines that needed feeding There are distinct advantages to face us. It will not encourage the that the ways in which we have company to generate a full-scale continuously. those of us on the international side personalities and the new growth in turned our ears to the requirements point of sale merchandising of the music business. our business which these artists of sound business practices may campaign for a super-group's new One result was the increased In 1975 when Stan Cornyn, senior could bring. have caused us to turn a deaf ear to album which would sell in volume concentration on big-name, vice president of WCI Record the needs of the individual without such aids, while a policy of big-volume product in order Group, made his famous speech in consumer. minimal display material such as to cover the overheads. Los Angeles about "the day that In recent years we have witnessed album covers alone is maintained by This diluted the time spent on radio died", and challenged the US a growing split between the passive the same company for all new creatively promoting new artists. industry on its dependence on one music listener and the active record artists? Another was the "blind form of promotion, foreign record buyer. One of the reasons for this Simplifying packaging to its marketing" of a number of new companies were already using Stop. split in the US for example, is the basics on new acts also switches the artists like so many darts thrown alternative forms of promotion such basic demographic shift in the consumer's molivation from buying without aim at the target as television and press in a more If it matters in music, you can population to older age groups. to taping a record. simultaneously in the hope that just aggressive way than their US find out about it in Music The spectre of home-taping is But if the industry just continues a one of them will hit the bullseye. counterparts. Week. constantly on our minds. While push for airplay to expose hit Although every record executive As the introduction of new foreign Make sure you see it. £37 a these things are causes for concern, singles, while ignoring the need to will confirm the great importance of markets slows and existing markets year guarantees your own I do not believe that they are the root promote personalities, it must also new acts we know that much of our reach saturation, increasing costs copy . every music week. of our problems. Perhaps it is time to bear some responsibility for the vast daily routine and marketing and competition abroad require us SubscriptionSend to Jeanne Dept. Henderson Music Week. to continue exploration of Morgan Grampian House, consider why what we offer does number of "turntable" hits, for structures do not actively develop 30 Calder-A-ood Street. London SE18 60H not seem to motivate the consumer reinforcing the trend towards singles new artists. alternative marketing tools that go Overseas subscription rales available to purchase as much as he once did. rather than albums, and for the Positive steps must be taken to beyond the simple act of selling on request. Market conditions limit our ability apparent lack of consumer loyalty. transform sound philosophy into songs. Reviewed by SOKKsjH JERRY SMITH REM: (Don't Go Back To) PolyGram). A bright, pop- ICEHOUSE: Don't Believe Rockville RS IRS (X) 107, CBS). A orientated piece of African Highlife Anymore (Chrysalis COOL (X) 4, great track from this American with clean, sparkling guitar and PolyGram). A slow, moody intro band's latest LP Reckoning, it has a vibrant percussion. This, and the builds into a punchy, guitar based country feel with Michael Stripe's sweet female vocal melodies, makes song with some lovely, bluesy sax plaintive vocal accompanied by for a strong summer single that and melodic keyboards. Taken from some accomplished, melodic piano. could do surprisingly well. the forthcoming album Sidewalk, Also includes Wolves, from the NEIL: Hole In My Shoe (WEA this competant single should do import EP Chronic Town and 9-9 YZ10(T), WEA). An absolutely mind- moderately well. and Gardening At Night, recorded blowing version of Traffic's Sixties CHAMPION DOUG VEITCH & live. hit. It's a really mellow and beautiful THE IGBIRA NATION: Not The A BIGGER SPLASH: I Don't experience that is produced by Dave Heart ('.Drum! RUM 4, Believe A Word (A&M AM{X) 196, Stewart and also features the Cartel/Revolver), An interesting CBS). An intriguing single for their wonderful Hurdy Gurdy Mushroom and innovative mixture of reggae debut on a new label, this has a Man, by that boring old hippy from rhythms with a bluebeat style horn Police-like sound, which isn't the Young Ones. section and country-tinged pedal surprising considering that it was A FLOCK OF SEAGULLS: The steel guitar combined with a deep produced and arranged by Sting. More You Live, The More You vocal and even a few yodels. Also Grows with every play and should Love (Jive JIVE (P)(T) 62, CBS). features a dub version and it's get good exposure. Heavily guitar-orientated song on produced by Mad Professor and the Seagulls' first new number for Tony McDermott. NICK CAVE FEATURING THE quite a while. Based on a steady BAD SEEDS: In The Ghetto BLANCMANGE'S dancer extraordinaire, Neil Arthur. beat with great slabs of guitar, it ANTHONY MORE: Industrial (MUTE 7 MUTE 032 Rough rather lacks substance and they'll Drums (Parlophone (12) R 6072, Trade/Cartel, Spartan). A sparse Chart certs need to do better than this to get EMI). An odd arrangement of stut- arrangement for a number which another hit. tered drum rhythm and echoed isn't included on this ex-Birthday BLANCMANGE: The Day Before You Came (London guitar held together by the chanted Party vocalist's debut solo LP, From BLANC (BLANX) 8, PolyGram). APRIL SHOWERS: Abandon Ship vocals. The ex-Slapp Happy singer Her To Eternity. An interesting (Big Star/Chrysalis CHS(12) 2787, is not likely to attract many new fans treatment of the old standard with ECHO & THE BUNNYMEN: Seven Seas (Korova KOW(T) PolyGram). A wonderful, fresh, with this. simple piano and moody strings. 35, WEA). acoustic-based sound for this debut CANDIDO: Jingo (Excaliber EXO Should appeal to more than his with its classic pop melodies and (L) 102. PRT). This Latin American already considerable following. soaring string section. Well style dance track has been a club based band, A lively fun single that's HUGH MASEKELA: Don't Go produced by Anne Dudley who's favourite for a long time and has THE EXPLORERS; Lorelei (Virgin certainly more accessible than their Lose It Baby (Jive Africa JIVE 64, known for her work with ABC and now been re-released to meet the VS 687 (12), EMI). A great catchy debut and should bring them airplay CBS). A great dance record with its The Art Of Noise. Certainly a band demand for this hot, summery number from this new group and relatively more success. solid beat and mixture of African to watch out for in the future. single. featuring Phil Manzanera and Andy rhythms and smooth vocal SILENT RUNNING: Young Hearts Mackay from Roxy Music. Lorelei LOOSE ENDS: Choose Me melodies.

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