MUSIC WEEK OCTOBER 22, 1977

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Hit 45$: the consumer has the last wortadvances no particular theory for Filter believes that if its total sales this Taylor's in-person availability 10CCS (Mercury THE INDUSTRY has lone lived with the fact that from the dozens of had been compressed into a shorter for longer would have helped, the 6008 028) was released on July 8, singles released every month, only a favoured few find chart acceptance. time, the story would have been a company feels, and perhaps originaiing from the Deceptive Nevertheless, there is still nothing so frustrating for a company as the different one. "People were as eenerated a different marketing mix, Bends and the 45 choice of failure of a 45 to which it was totally committed, promotionally ecandusc interested in it two months stter Phonogram's a&r department, in psychologically, and which "should" have been a hii — either ^ ® ^ release as they were at the but it would not necessarily have conjunction with the . It the artist's track record, the response from radio and the retail trade, or th guaranteed success. The plus factor beginning," he comments. That was probably lies in radios positive received basic promotion servicing, intrinsic qualities of the music which simply screamed this Is a smash81 68 . the trouble: no peak. including a disco mailout, and was Here. Music Week analyses four such recent records, by lOcc, J ™ The plus factor is the renewed response to Taylor's debut smgle pre-sold to the retail trade via Taylor, , and Express. The fifth, by Andy recognition for Smokey Robinson, (important, because he is mainly Phonodisc's telephone sales Gibb, was a modest hit, but most observers agree it should have been much which has been of benefit to Big viewed as an album artist) for CBS, operation. more than modest, especially when its American performance is considered. jime _ which achieved BMRB star and a re-awakening of consumer Only July 15. Phonogram took Post-mortems are generally pointless and conclusions reached generally interest in him. hypothetical, though they may serve to highlight weaknesses within a breaker status swiftly after release — advertising space in the Daily and to the artist's late October tour ANDY GIBB'S I Just Wanna Be Mirror to boost the disc, inviting company's promotion or servicing chain which can be corrected in time to of Britain. None of this might have- readers to hear it on a special dial-a- prevent their repetition. This study by Adam White does not presume to happened had it not been for what Your Everything (RSO 2090237)cl was record service. The week-long uncover such shortcomings, but casts daylight upon behind-the-scenes Alan Fitter calls the "semi-success" released on May 6, Josen, scheme drew over 20,000 calls. The activity which, for many (including retailers), would otherwise stay in of Vitamin U. according to RSO Records UK ploy was then repeated, with shadow, and to prove that however much energy is expended on a record, managing director, Chris Youle, as similarly successful results, in the the final power to make or break still lies with the consumer. The failure of "the obvious single" from the Daily Mail. "certainties" — as much as the word can be applied in the music business — JAMES TAYLOR'S Handy Man singer's first recording for the label. From July 25, Phonogram bought is a useful, if harsh, reminder of this power. (CBS 5363) was released on June 24, Basic promotion activity was advertising time on five radio his single debut — both in Britain applied, though Youle says that as a matter of policy for singles, this does stations — Capital, City, Forth, LIVERPOOL EXPRESS So Here 1 accounted for the less-than-usual (in and the US — for the label, and a Tees and Swansea — with between comparison with previous Express track from his JT album, issued the not include press advertising (some 21 and 28 spots on each. There was Go Again (Warner Brothers K16999) following week. appears to have been taken, was released on August 12, specially releases) acceptance by Radio 1. The however, including a full page in also a special mailout of T-shirts to recorded as a single to showcase a move obviously failed to appeal to CBS claims the record received 3.500 key trade accounts, followed either the group's existing fans, or to "full marketing support throughout Record Mirror in June). RSO's by distribution of window stickers new musical direction for the band the promotion period", but would efforts were mainly directed towards — a move initiated by them and anew, wider market. radio and television activity, and a and streamers. their management, and accepted by The plus factor is that Liverpool not disclose specifics. There appears The release of People In Love WEA. Express have repeatedly recognised to have been basic press advertising slot on BBC-TV's came shortly after the conclusion of this, and have now enlisted the aid in New Musical Express and Melody was secured for Gibb. a UK tour by lOcc. The group was The record was prompted through Maker at the end of July, however, But his time for other in-person unable to appear on BBC-TV's Top the company's usual mailouts, and of a new producer, Jeffrey Lesser — and a modest number of UK promotion was limited — of his Of The Pops because their car-stocked by its singles sales force. whose past credits include Barbra five available days two were It received basic servicing, though Streisand and John Miles — for commercials aired on ILR (including equipment was out of the country. A their future output. The association Capital, Clyde, City, BRMB, swallowed up by a trip to Holland promotional film was available, but WEA says that, as policy for 45s Beacon, Thames Valley, Tees and for tv taping, and photo sessions Bob Nolan, Phonogram label under normal circumstances, this is one which all parties, including did not include press advertising. WEA, views with considerable Piccadilly). also had to be accommodated. Of manager responsible for the act, enthusiasm. Taylor himself visited London in several press interviews arranged, reports that BBC policy is not to use Liverpool Express, which places a July for the CBS international one with teen-oriented Jackie such video material until the disc high premium on live performances (circulation over 500,000) was reaches the top 30. to boost and sustain fan following, SMOKEY ROBINSON'S Vitamin U considered an important scoop. Radio response was fast and was louring in August. So Here I Go (Motown TMG 1076) was released Radio response to I Just Wanna heavy, including playlisting by Again followed their June top 40 hit, on June 17, originally a track from Be Your Everything was strong from Radio 1 (page one) and action on 11 Dreamin', and earlier successes with his earlier Deep In My Soul album, Radio 1. with page one playlist ILR stations, with hitpicks on City, Every Man Must Have A Dream and but edited and completely remixed activity and selection by David Clyde and Hallam. It was tipped, You Are My Love. for the single. Hamilton as his Record of the too, by Pennine, whose reputation Radio response was solid if not Promotion efforts by Motown at spectacular, and stronger on ILR — EMI included the mailout of a non- Week. ILR stations were more in such matters is highly regarded by commercial 12-inch version to equivocal. Nevertheless, it became the industry, and Power Played by especially Clyde — than on Radio 1, No.3 add-on in Music Week's Luxembourg — another good sign. though it gained page two status on discotheques. Advertising space was airplay guide (May 28). As a result, it became the top add-on the playlist for a couple of weeks. taken in specialist weekly, Black Sales took some time to build in Music Week's airplay guide for The result was a No. 5 entry in Echoes, and the record placed on to from an early 3,000 copies one week dealers (July 16). Music Week's airplay guide (August the Wilde Rock promotion tape for to around 15,000 when it first People In Love graduated swiftly 27). two weeks. It was also boosted in a entered the BMRB chart {MW, June to the BMRB chart's longer list of Consumer response was flat, special trade mailout, and by EMI's 25) at 42. The following week, breakers {MW, July 23) and stayed however, and sales generally lower telephone sales unit (a blanket however, it dropped to 44 — despite there for the following fortnight. than any previous disc by the phone-out as well as via incoming JAMES TA YLOR: his CBS debut Express. It failed to reach the BMRB order calls). Motown linked up, too, 45 had positive radio response. higher Phonodisc shipout figure — Then it became a star breaker {MW. with disc jockey associations in the and was removed from the Radio 1 August 13) for one week, returning Top 50, star breaker or longer list Midlands and North of for convention, but was unable to stay playlist. Regaining its stride over the to longer list status seven days later. positions. next seven days and resecuring its Sales subsequently dipped. WEA reasons that this was largely guaranteed disco and club airings. after that for scheduled press Phonogram can offer no due to the change of musical Robinson himself was made interviews because of "family playlist status, I Just Wanna Be explanation for the record's top 50 direction, which may also have available for press interviews by commitments''". Your Everything moved to 26, where failure, particularly in view of trade transatlantic telephone. Radio response to Handy Man it stayed for three weeks, before a and radio response, and the fact that Radio response was steady if was fast and substantial, including two-week slide out of the top 50. it followed two major hits by the unspectacular, including Radio 1 (it page two of the Radio 1 playlist (it RSO is puzzled why Gibbs' huge group. The Things We Do For Love was playlisted for nine weeks, with moved to the front page for most of American success (the record is still and . It was, six on the front page) and July, then returned to two). One on the charts there after six months, however, the third single from Luxembourg. Seven ILR stations dozen ILR stations went on the after ascending to No. 1 twice) was — "something picked it up, although Metro waited record during its first week, with not matched in Britain. Youle we've never done before with lOcc," for six weeks after its release. It was hitpicks on City, Pennine, Victory admits that there was "a small says Bob Nolan. He docs not feel its a Capital Climber. and Swansea Sound. It was also hiccough" in its early days, when sales shortcomings hurl the group's Vitamin U's sales activity was Clyde's Current Choice. The result some 3,000 import copies brought in reputation with the public, similarly steady but unspectacular, was the top add-on spot in Music from the US may have caused some particularly as the heavy airplay according to Motown general Week's airplay guide (July 2). dealer confusion, but he does not made many believe that it was a hit. L manager, Alan Fitter. It stopped Moving around 1,000 copies believe it was a significant The plus factor in the whole short of the BMRB's longer list of during its first week, Handy Man hindrance. He considers RSO did equation seems to have been breakers during August, but built up sales throughout July and everything possible to push the disc, Deceptive Bends itself. After its business was as brisk during its then joined the BMRB star breakers but presumes that people simply did original April release, the album was eighth week on release as during its (August 13). It sustained that status not want to buy it in quantities selling some 3,000 copies per week. first (varying by no more or less than for the following fortnight, then equivalent to their American When People In Love was on the some 700 copies, says Fitter). After moved {MW, September 3) to the couiucrparts. airwaves and in the public that, sales dipped, and Motown longer list of breakers for a further The plus factor is that a hit of consciousness, weekly sales of the switched its attention to Robinson's two weeks. Sales subsequently sorts was achieved, and. taken with LP doubled to around the 6,000 next, , to coincide with his subsided. the US situation, this has certainly mark. UK promotion trip. CBS, clearly frustrated by the provided a firm base on which to Right: of lOcc. Motown does not theorise as to record's refusal to move beyond star build the young Gibb's future Album sales were boosted. the record's lop 50 failure, though breaker status despite heavy airplay, career. 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