European Stars and Stripes (Newspaper) - April 25, 1991, Darmstadt, Hesse Entertainment the marketing of Mariah Carey by Fred Goodman the new York times when Mariah Carey recently won two grammy awards it was a fairy tale ending for a pop music Cinderella. The 21 year old new yorker was a Complete unknown just a year ago. But bolstered by her grammy a for Best new artist and Best female pop performance her a debut album has held the no. 1 spot on the pop charts for the last eight weeks. Mariah Carey released 10 months ago is a savvy but conservative collection of Light dance tunes and torchy ballads. It has sold More than 4 million copies in the United states 7 million worldwide according to Columbia records and produced three no. 1 singles a a vision of love love takes time and someday. Carey s storybook Rise began at a party in 1988 when she met Thomas Mottola president of Columbia s Parent company Sony music entertainment and gave him her demo tape. Although such a gambit rarely works the Story which has already passed into record a Dusty legend concludes with Mottola popping the demo into the tape deck of his limousine on a whim and being so impressed he rushed Back to the party to sign Carey. Despite its romantic inception Carey s seeming overnight Success has been anything but simple Fortune once convinced of the Singer s potential Sony formerly lbs records threw its full production and. Promotion weight behind her. Within the Industry her marketing Campaign has been rumoured to be one of the most expensive for a new artist. Ultimately Carey s Success says As much about the talents of a record company As those of the Singer. It also shows How record companies Are increasingly willing to bet heavily on one artist in Hopes of realizing a big payoff. Carey an attractive and Able pop Singer with a five octave Range was the Ideal candidate to fill a Hole in Sony s artist roster. Although the company has enjoyed some Success in the last two years with female pop singers like Martika Basia and Gloria Estefan the company has lacked a big Selling pop diva on the order of Whitney Houston Janet Jackson Madonna or Paula Abdul. For their would be Star Sony s top executives took an unusually Active role. Mottola who has been. Romantically linked to Carey he denies the report Sand Don Lenner president of Columbia records personally selected the producers. Lenner who had Only recently joined Columbia after heading the promotion department at Arista records suggested Narada Michael Walden and Ric Wake. Each had crafted hit records for Arista s two biggest Selling. Female pop singers Whitney Houston and Taylor Dayne respectively. Mariah Carey holding her two grammy has received an unusual amount of help from her record company. Quot Tommy told me she s incredible you just won t believe How Good she is Quot Wake recalls. Quot As far As he was concerned it was the second Columbia took meticulous care in fashioning a record capable of garnering maximum radio exposure. Quot there was so much momentum and everyone was pushing so hard from every level Quot says Wake. Quot there were so Many decisions being . Those decisions were largely concerned with How to present the Singer in a commercially viable musical setting. A Vav a a a a. Although Carey whose Mother was an opera Singer and vocal coach cites the rhythm and blues Singer Gladys Knight and the gospel artists Shirley Caesar and the Clark Sisters As primary influences Mariah Carey bears the unmistakable stylistic stamp of Whitney Houston one of the biggest Selling pop singers of the last decade. Carey and composer Ben Margules with whom she had been writing songs since the age of 18, came up with the bulk of the material for the album. Even before the album was completed the lbs. Marketing department began giving Carey the same attention she was receiving in the studio. Months in Advance they began laying the groundwork for a Long run on the pop charts. The strategy was to create a prerelease Buzz among record stores and radio stations. Quot it was about carefully planting seeds in the Industry and nurturing their development at every stage Quot says Jane Berk the former director of marketing for lbs records. Quot it was very strategically planned. We went out on a limb and it was Worth taking the a the strategy included having Carey perform at the National association of recording merchandisers convention in los Angeles last Spring to introduce her to executives from the country s biggest record store chains. She then performed for retailers and radio personnel As part of an unusual nine City tour Columbia organized for Carey while soliciting orders for her was also booked on the Arsenio Hall show before the album was released. And while still an unknown she Sang on a broadcast of last year s National basketball association worked. After hearing Carey perform a Brief set several record store chains increased orders for her album and a san Francisco radio station rushed to be the first to get her debut single vision of love on the air. The Label continued its financial push As the album moved to the top. The record has been featured in almost All the Label s consumer advertisements and. Columbia has purchased up to five full Page ads in billboard since the record s release. With this kind of help from her Label Carey could stay near the top for a Long time to a singles 1. Baby baby a Amy Grant a 2. Joyride Rovetto a. 3. You re in love a Wilson Phillips 4.1 like the Way Rhi five. 5. Here we go pc amp a music factory featuring. Freedom Williams amp Elrna Davis a. 6. Be been thinking about you Londo beat 7. Cry for help a Rick Astley a a touch me All night Long Cathy Dennis 9 i touch myself Divi Nyls 10 Jar fold you tight Tara Kemp top a up s 1. Mariah Carey a Mariah Carey. A 2. Gonna make you sweat a amp a music factory 3. Wilson Phillips a Wilson Phillips 4 out of time r e m a a 5. Shake your Money maker the Black crowds 6.1 m your baby tonight a Whitney Houston 7 my Mac and Enigma 8 heart shaped world Chris Isaak. 9. Empire a Queen Ryche a. 10. The doors a soundtrack country a singles 1 Down Home a Alabama 2. Rockin years a Dolly Porton with Ricky Van. Shelton 3. Drift off to dream a Travis Tritt 4. Only Here for a Little while Billie Doan 5. If i know me a Goorge Strait 6. Are Youdovin me like i m lovin you Ronnie Milsap. 7 pocket full of Gold Vince Gill 8. Fancy Reba Mcentire 9. Two of a kind Workin on a full House Garth Brooks. A a a a a 10. Heroes and friends a Randy Travis amp by singles whatever you want Tony Toni tool Quot a dreaming Christopher Williams 3. It should be been you a Teddy Pendergrass 4. No matter what you do a Diana Ross 4 a b. Surel. A 5. Call me a Phil Perry 6. My heart is failing me Riff 7. Never been in love before 8. All i want is you surface 9. Backyard a pebbles with Salt a Pepa 10. Than 4 the Funk the boys a Marva Hicks jazz albums 1. You won t forget me Shirley Horn 2. Alone with three giants a Marcus Roberts 3. Joey Defrancesco part Iii a Joey Defrancesco 4. Alive a Chick Corea 5. A lonesome thing a Frank Morgan 6 i remember a Dianne Reeves 7, Standard time vol 2 intimacy calling Wynton Marsalis 8 Sarah. Dedicated to you Carmen Mcrae 9 we Are in love a Harry Conick or 10. Post motown Bop Bobby Watson a april25, 1991 stripes Magazine 7
