MIAMI SOUND Thank You! 6L °RIA [Steffln
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MIAMI SOUND Thank You! 6l °RIA [STEFflN For Making CLUB NU and MIAMI PROUD! FLATTERY YUKICH INC. CONGRATULATES GLORIA ESTEFAN AND MIAMI SOUND MACHINE CBS/EPIC (Continued from page M-16) We Hope You ON ALL THEIR SUCCESSES focused the group more into the mainstream." AND IS PROUD To HAVE Mottola says a fresh marketing plan was developed. New "GET ON YOUR FEET" HAD THE OPPORTUNITY To point -of- purchase displays were designed, and the advertis- ing campaign was revamped to portray the "new" Gloria. To A Speedy Recovery.) PRODUCE DIRECT & The image change was in accomplished several discreet CLUB THE VIDEOS: steps. Larry Stessel and the Epic marketing department de- cided to make her the focus of the group. They changed the RESTAURANT /NIGHT CLUB ü name of the band from Miami Sound Machine to Gloria Este - 245 22 Street, Miami Beaci 33139 1 3" fan and Miami Sound Machine. Stessel explains: "Gloria was 531 -5914 / 672 -0063 the one constant [in the band]. We chose to provide focus by bringing her out." "GET ON Efforts were then made to make the videos more competi- tive so they would fit in better on MTV and VH -1. They had YOUR FEET" produced some early videos that fared well in the Latin com- munity, but couldn't compete on MTV. To get a more con- temporary look, Stessel says some of the best directors in "DON'T WANNA the business were hired. Along with "Cuts Both Ways," Stes- sel says Gloria did a "cutting- edge" video for "Don't Wanna LOSE YOU" Lose You." It was more eclectic than usual, which, he feels, really enhanced the song. (S & PORTUGUESE VERSIONS) Additionally, the Estefans began traveling to places like Europe and Asia researching the latest and most interesting styles- things that might be hip in America six months down the road. Gloria also changed her hair style. She grew AND THE it longer and permed it. SHOWTIME /CMV Stessel says television and print exposure were vital to the success of the "Primitive Love" and "Let It Loose" albums. LONG FORM He recalls that it was very difficult to reach middle America "at a time when MTV was not giving us a real fair shake, and "HOMECOMING VH -1 was just gearing up. To have her on Johnny Carson, CONCERT" the American Music Awards, and the Grammys -shows that everyone watches-was essential. So was getting her in newspapers like the Des Moines Register and the Topeka Times." WINNER OF 3 But pop radio has always been the key to the success of We're ACE AWARDS Gloria Estefan and Miami Sound Machine. Comments Stes- sel: "I think they've given us a tremendous teen female audi- proud ence. Adult contemporary radio and VH -1 get all the 21- plus audience, but to get the teenagers you need top 40 or to be FDR MTV." your BEST MUSIC SPECIAL Gloria Estefan is perceived at CBS Records as an artist with unlimited and largely untapped potential. Tommy Mot - print BEST DIRECTING tola explains, "When you have a mass appeal artist with a strong Latin base who writes and sings her own songs, publisher. BEST EDITING there's no limit to what you can do and how long you can do FLATTERY it." Should she eventually "peak out" in record sales, Mottola YUKICH INC. says "new dimensions" will be sought: "With Gloria, that 3620 FREDONIA DR. might mean a combination of films and Broadway. We can a SUITE 2 use all of those areas to be parallel and an adjunct when HOLLYWOOD we see that we're ready to take the next step." He declines to say when that next step might be taken, but Ms. Estefan CA 90068 has been reviewing scripts. 213/850 -6106 David Glew sums up Goria Estefan's significance to his la- FAX 213/850 -6144 bel by saying simply, "Besides Michael Jackson, she's one of Miami, Florida our biggest and most important artists." After that com- Sandy Feldstein, president ment, there's not much more that can be said. JESSE NASH & GEORGE FLOWERS M-20 A Billboard Advertising Supplement BILLBOARD APRIL 21, 1990 .