Billboard - November 6, 1999 - Pages 1 & 101



The Artist Steps Out On Arista



NEW YORK -- On Nov. 9, The Artist Formerly Known As Prince will do something he says he didn't anticipate ever doing again: He's releasing an album through a major label.



"Rave Un2 The Joy Fantastic" will be released on The Artist's NPG Records and licensed to Arista in the U.S. and Arista/BMG International throughout the rest of the world.



"This is not a complicated deal," The Artist says. "It's a deal that allows me to own my art. The problems I had with so-called majors (in the past) were regarding ownership and long-term contracts. Both of these problems are nonexistent in my agreement with Arista."



This marks the second time The Artist has licensed his music to a major following his much-publicized 1996 departure from longtime home Warner Bros. That same year, he linked with EMI Records to release his NPG set "Emancipation," which has sold 571,000 copies in the U.S., according to SoundScan.



In 1998, he went the indie route, releasing "Crystal Ball" via the Internet -- and, subsequently, Musicland -- through NPG. According to NPG, the two-CD set has sold 250,000 units.



The new deal is for one album, with the possibility for a second. Arista allows The Artist to retain ownership of his master tapes and also allows him to sell the record independently via his Internet site (http://www.newfunk.com), beginning Nov. 9.



"When I met with [Arista president/CEO] Clive Davis, it was clear from the start that he 'got it.' After years of feeling enslaved by the industry, I feel positive. This is a situation in which no one is disempowered."



The relationship between The Artist and Davis was fostered by L. Londell McMillan, who represents the former. He says he felt this album "deserves the best possible promotion and marketing. We are confident that our relationship with Arista will be a win/win situation."



For Davis, "Rave Un2 The Joy Fantastic" brings his longtime desire to work with The Artist to fruition. He says the album is both compelling and commercially viable, packed with many hits.



"I've been asked many times over the years with which artist would I most like to have a professional relationship. My answer was always The Artist Formerly Known As Prince. Now that we're working together, I'm thrilled that this is the record I'm involved in," Davis says. "It's an undeniable illustration of his immeasurable talent for crafting songs that are so compelling -- and so commercially viable. There are many hits on this album."



Listed in the credits as produced by Prince, the persona The Artist discarded in 1993, "Rave Un2 The Joy Fantastic" has the energy of a live show, with many of the songs sporting lean, pop-smart arrangements that blend elements of classic funk or rock. The Artist is joined by a wide range of guests, including Sheryl Crow, No Doubt's Gwen Stefani, jazz great Maceo Parker, veteran R&B artist Larry Graham, rising rap star Eve, and Public Enemy's Chuck D.



"This album is an expression of many emotions, but it mostly comes from a place of pure joy and happiness," The Artist says.



The project was first unveiled Sept. 16 at the Equitable Building in New York for roughly 400 members of the media, as well as for the Arista staff. The event included an extensive presentation by Davis, as well as a 60-minute live jam session by The Artist with his band, the New Power Generation. He was joined onstage by Arista divas Deborah Cox and Angie Stone.



On Oct. 9, Arista hosted a similar event during the Billboard/Airplay Monitor Radio Seminar in Miami. According to Richard Palmese, senior VP of promotion at the label, both shows were "important elements in our setup for the project. At the first show, we were able to effectively connect with the press and other forms of media, while the Monitor convention put The Artist in touch with some very important radio programmers."



Palmese says both shows succeeded in delivering the message that The Artist "still has the magic. He was truly mesmerizing."



Jennifer Charles, assistant PD at KSJM Tuscon, Ariz. agrees. I can't believe that anyone could walk out of the (Monitor) performance and not believe that The Artist is as vital as ever."



It has certainly translated into widespread radio support for "The Greatest Romance Ever Sold," the first single from "Rave Un2 The Joy Fantastic." Since going to top 40, R&B and rhythm-crossover formats Oct. 18, the track is reaching an audience of 10 million pop listeners, according to Broadcast Data Systems (BDS). BDS also reports an audience of 8.9 million at R&B radio and 3.2 million at rhythm-crossover stations.



Lionel Ridenour, executive VP of black music at Arista, says a sizable portion of the track's out of the box success is due to the support of R&B programmers who "understand the importance of supporting a black superstar artist who continually strives to push the limits of the format. There are so many ideas and sounds on this record, it has the potential to kick down some of the barriers of several formats."



Jordan Katz, senior VP of sales at Arista, has seen a similar reaction to the project at the retail level. The label sent a five-song CD sampler of tunes to buyers in mid-October, and Katz says the feedback has been "phenomenal. The general feeling is that people are glad to have him back with such a strong record."



Andrew Pollock, VP of North American marketing at HMV, views "Rave Un2 The Joy Fantastic" as an album with the potential to reach a wide audience. "It has some of the sound that Prince fans like. Plus, it has a lot of fresh elements that show that The Artist has made some interesting, new creative strides. It'll be helped even more if and when he decides to tour."



The Artist plans to hit the road in early 2000, and he's eyeing the possibility of doing a televised concert on New Year's Eve.



If there's any unusual aspect of the marketing of "Rave Un2 The Joy Fantastic," it's the fact that The Artist himself has been unusually accessible. In addition to his appearances at the Equitable listening event and the Billboard/Airplay Monitor convention, the usually reclusive artist has already completed a round of press interviews that will result in pieces in a wide array of publications, including Newsweek, Time, Us, People, Guitar Player, Ray Gun, and Blues & Soul.



He's also taped an interview with Kurt Loder that will run in several episodes of the MTV news program "1515." Airdates are still to be confirmed.



"I think what we're seeing is The Artist's willingness to win," Ridenour says. "He's giving us every tool we need to go out and make this record happen. I think it reflects the creative environment that Clive Davis has set up, and that makes him comfortable."



The Artist agrees, saying, "When you know that everyone is working toward the same goal, it creates positive energy."



In addition to a heavy press agenda, The Artist will embark on a two-week promotional tour of Europe in mid-November that will include a string of television spots. When he returns, he's slotted to do some major television shows in the U.S. Specifics are still being confirmed.



In the meantime, his television profile will be aided by a videoclip for "The Greatest Romance Ever Sold," which he'll shoot with director Malik Sayeed on Saturday (6) in Minneapolis.



While The Artist is pleased by the industry activity surrounding the project, he says he's more interested in the potential for this album -- and for music, in general -- "to bring people together ... to create one world of love and joy and God."



Some of his philosophies are displayed on Love 4 One Another, his other Internet site (http://www.love4one-another.com). It carries a credo that The Artist hold close to heart: "This is the definitive place of gathering for all who love life. This site is the beginning of a webwide effort to raise the vibration of the world."



Not a typical site, Love 4 One Another combines the standard news and photos with information on how to seek spiritual enlightenment and opportunities to participate in various charity efforts.



"In the end, we're nothing without our souls -- which we need to nourish," The Artist says. "I've learned many lessons in my life. And they all lead me back to God and spirituality -- and making music that allows me to express what's in my heart and soul."