Making Thetv Commercial
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New Reed Single Chalice/ABC Ink CONCERT REVIEW On Energy Crisis Production Pact Bob Dylan and The Band M NEW YORK-RCA Records an- nounced the immediate release of Jerry Reed's new single, "Crude Live Up to Expectations Oil Blues." The single, written by By IRA MAYER Reed inreaction to the nation's PHILADELPHIA-The tone waF new numbers,mostnotably a currentenergycrisis,was pro- much calmer than would normall' lyrically simple but gently melodic duced in Nashville by Chet Atkins. be expected at an event of such "ForeverYoung," an excellent In support of this single, RCA is proportions as thefirsttour by follow-up possibility to his recent currently in the midst of a "high Bob Dylan(Elektra/Asylum) and hit, "Knocking on Heaven's Door." energy" advertising and promo- the Band (Capitol) in eight years. Dylanstuckprimarilytothe tion campaign. And the performers greeted thefull-throated open voice charac- Sunday afternoon SRO audience teristic of his post "Nashville Sky- Casablanca Moves In atPhiladelphia'sSpectrum,the line" albums, but it was really his LOS ANGELES-Casablanca Re- second stop on the tour, with an phrasing and presence which Presidentof ABC/ cords Inc., headed by Neil Bogart, Jay Lasker(center), appropriately respectful and com- added depth to songs from which Dunhill Records, has announced the pletelysatisfyingshow.Playing former co -president of the Bud- signingofChaliceProductions,headed other performers would have tired dah Group, has moved into per- by Dave Chackler (left) and Lee Lasseff forwellnearthreehours,to- long ago. The timelessness of so manent offices here, and added (right). Artists already lined up for pro- gether andinsolosets,both many of his lyrics, and the variety two erstwhile Buddah Records ex- duction are Eugene Wallace and Rusty Dylan and the Band turnedin of idioms in which he writes kept Weir. Chalice has been contracted to pro- polished, professional and exciting ecutives to the staff. duce four acts a year with a minimum the concert out of the nostalgia Thefirsttwostafferstojoin of one Ip per artist each year. performances. bag. BogartareBuckReingoldand The 19 thousand -seat hall was The Band, also relying on such Larry Harris. Reingold comes in as transformedinto a living room past hits as "The Weight," "Stage a Vice President and national pro- Atco Signs soon after Dylan and the Band Fright" and Dylan's"IShallBe motion director for the label, hav- Jimmy Ruffin made their entrance. Two songs Released," kept its solo sets fast - ing held a similar post at Buddah. servedbalancesetting,mixing pacedbutnever overlydense. Harris, former national albums di- II NEW YORK-Atco Records has and waking up purposes. Once Audience shoutsfor Dylanbe- rector at Buddah, becomes artist signed Jimmy Ruffinto a long underway with Dylan's "Just Like tween numbers were quickly relationsdirectorand national term,exclusiverecordingcon- Tom Thumb's Blues," however, all quietedwith theintroductory album promotion director. tract. The signing of the singer the parts came together, Dylan's notes of each of their tunes. vocals stretching and sliding into The company is now located atwith Atco was accomplished by Audienceresponsewasrela- 1112 Sherbourne Drive, Los general manager and Senior Vice and around notes, the Band's in- tively low-keyed, but the basically Angeles,Calif.90069, telephone President Jerry Greenbergand strumentalsandback-upvocals non -boogie rock, and the desire 213-657-8100. a&r director Mark Meyerson. adding consistency and a sense of on the part of so many to focus The company will be active in Ruffin'sfirst single on Atco is continuity throughout. attentiononDylan'slyrics,in- music publishing through two affil- called"Goin' Home" and was There were no real surprises in vited more of a sense of warmth iates, Casablanca Music (ASCAP) written and produced by Ruffin the course of the afternoon, Dylan and respect than most performers a sampling ofhis and Rick Music (BMI). andJayRoach. Roachalsoar- offering fair can ever hope to earn. There were Bogart has commissioned David ranged and conductedthere- favorities, including "It Ain't Mefew words between songs, other Byrd to design the logo, a Moroc- cording. Babe,""AllAlongtheWatch- than Dylan's introduction of the can background picture with For many years Jimmy Ruffintower" and "It's Alright Ma (I'm new numbers and his final "This Only Bleeding)" as well as some curved Casablanca lettering, and a was a consistent hitmaker with isit. We'll see you the next time," HumphreyBogart -typefaceon Motown Records. less well known tunes, and three before the "Like A Rolling Stone" the left side. Office decor will be finale.But there was little need a Moroccan theme. for talk. The music and perform- Casablanca is also off and run- Making theTV Commercial ances stood on their own, and the ning with itsfirst record release, By RAY MORGAN lighting effects were appropriately asingle by Bill Amesbury titled (The following is the second part of a four-part series on TVadvertising.) subtle.Littlemorecouldhave "Virginia(Touch Me LikeYou there are about been desired! by the performer There are as many opinions about TV commercials as Do)," written UFO's or life on Mars. Some are loved and some arehated; some win BillGilliland. and produced by awards and don't sell the product, others are criticizedbut move a lot The singleisoff Amesbury's al- of merchandise. Commercials made by record companiesfor TV undergo Joni Mitchell bum, due out in late February. the same critical analysis both by industry members andby viewers. Planscallfor three additional A first rate commercial is one that is aestheticallypraised and still Album, Tour singlesinJanuary,plus two al- moves a lot of product. It's difficult toachieve both. From the sales II NEW YORK - "Court and bums, Bogart said, adding that the object; from Spark," Joni Mitchell's second al- firm's artist roster and release date point of view the amount of product moved is the main a company .image the artistryis the key. The best way to create a TV bum for Asylum Records is sched- ofproductwillbe announced to use professionals, uled for release January 17; the shortly. commercial thatisartistic and sells albums is whose business is making TV commercials. The qualityof the spot you record was originally slated for re- Leipzig Leaves VA finally approve for use on TV is important both for your companyimage lease in December. and the image of the artist involved. You should make surethat every Theself -producedalbumin- LOS ANGELES -Lloyd Leipzig, commercial that bears your company logo is of the highestquality. cludes ten new songs penned by director of publicity & artists re- There are a number of companies making commercialsfor record Ms.Mitchell, among themthe lations for United Artists Records firms both in New York and Los Angeles and there issubstantial activity current hit single "Raised on Rob- has resigned his position with the on this front in other major cities likeBoston, Philadelphia and Dallas. bery." "Twisted," originally made label effective immediately. depending popularbyLambert,Hendricks Leipzig had been with UA for The cost of a TV commercial can range from $2500 to $5000 on the time involved in putting it together.This may or may not include and Ross, is also included on the the past four years, prior to which the charge for the announcer doing the voice-over. This costvaries album. he had served with the music di- from $500 to $1500 for a name announcer. Release of "Court and Spark" vision of Columbia Pictures, co- Although these charges may seem high, they are much lessthan the coincides with Joni Mitchell's 20 - ordinating the film music activities cost of commercials for other products, from patentmedicines to auto- city tour beginning January 18 at of their record companies, music and cars can Keil Opera House in St. Louis. The publishing, and the motion picturemobiles. On the other hand, commercials for medicines be used again and again; after a month or so spotsfor record albums tourincludestwoconsecutive studio. are out of date and headed forthe files. dates in New York City: February Leipzig'sinitialprojectisthe 5at Avery Fisher (Philharmonic) development of a music industry Length of the TV Commercial length will depend Hall and Radio City Music Hall on show for a major television pack- A TV spot can run 25 seconds or 55 seconds. The (Continued on page 43) February 6. ager. RECORD WORLD JANUARY 19, 1974 6.