MUSIC WEEK OCTOBER 22, 1977 cccro D rein IV AMY bIBB * Ci SO HERE I GO AGAIN jfl OWO SCBS536T A / mr»i 7\ Jmi RECOSO A 45 NOT TOR SAIE mi w -zAx . ST MG 1076 f I l^lr. *«««« ItRlO ' I- .'<««?» ^ Jbjt wm ii todi miiiiiis \ " VITAMIN U 1C> SMOKE* ROBINSON y 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 PEOPLE In Love (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 album 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 band. 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, Smokey Robinson, and Liverpool 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 Top Of The Pops 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 England for convention, but was unable to stay playlist. Regaining its stride over the to longer list status seven days later.