Motown Records has its sights set on conquering the world with Boyz II Men's Evolution, due Sept. 23.
The label is armed with an extensive marketing plan that will focus on extending the multi-platinum act's strong U.S. following into other territories. It also expects to build on a U.S. fan base that has been cultivated on ballads with a new set highlighted by more uptempo tracks.
Motown is convinced that its ambitious plans for the new album will not be the waylaid by a recent shake-up at the label that saw the departure of president/CEO Andre Harrell and speculation about other changes coming at the company.
Says Motown sennior VP of marketing (U.S.) Virgil Simms, "The (Harrell resignation) won't affect the project. Our plans were in place long before th changes came. The act was 100% involve with all aspects of the project. From the act to their management (Los Angeles-bases Southpaw), we're all on the same team and share a common goal. There's been a little distraction, but it's so small in terms of this project that it's insignificant."
Among the label's efforts to increase the intenational popularity of the group are a Spanish-language version of Evolution for Spain and Latin American countries, an early European promotional tour, and a series of concert dates on the European continent. The group's 1994 effort, II, has sold 3 million units outside of the U.S., according to Motown.
Because of the group's warm reception in Spanish-speaking markets, the act has recorded Evolucion, a Spanish-only version of Evolution. The 10-track set is slated to be released on PolyGram Latin America simultaneously with the English version.
Says PolyGram Latin America international artists marketing VP Marya Meyer, "Aside from being performed in Spanish, it's quite a different album. Only five of the tracks from Evolution are on Evolucion. The other five are Spanish versions of the group's greatest hits."
As the title suggests, the R&B quartet displays a broadened range of talet on Evolution, as Michael McCary, Shawn Stockman, Wanya Morris, and Nathan Morris tackle uptempo tracks and take on greater songwriting, production, and marketing roles.
"The theme of the album is definetly synonymous with the title, because we've grown vocally and with regard to the songs' subject matter," says Stockman. "It's no longer about making common love songs. We've kind of all kinds of relationships and thoughts, including more intimate subjects, like (sexual) fantasies."
Producers on Evolution include a cavalcade of high-profile hitmakers. In addition to the group's members, also taking production credits are Keith Crouch, Jimmy Jam & Terry Lewis, Babyface, and Sean "Puffy" Combs.
"The challenge for us is to top ourselves commercailly," says Simms. "This album offers greater diversity than the las one and sounds better. So we have a good shot at doing it."
Simms cites the act's non-threatening "nice guy" image, quality songs, and strong, distinctive vocals as the reason the quartet's music has become so universal in scope.
"They come off as male, suburban, down-home guys," says Simms. "But it's more than an image. They're a family-values group and do a lot of charity work around various communities."
Motown faces a long road in its quest to top the act's last studio album. (Motown has also released a remix album and a Christmas collection.)
"II" was No. 1 for five weeks on The Billboard 200 and sold 10 million units in the U.S., according to SoundScan. The set generated three top five hits, including "I'll Make Love to You," which was #1 for 14 weeks on the Hot 100, and "On Bended Knee," which was #1 for six weeks.
In addition to the obstacle of topping the formidable commercial success of II, the label also faces potential fallout from the resignation of Harrell.
Sonya Askew, urban buter for the 315-store, North Canton, Ohio-based Camelot Music, is taking a cautious but optimistic approach in her assessment of "Evolution."
"From a creative point of view, I have a lot of confidence that (Boyz II Men) can sell in the pop arena," she says. "I'll be taking into account all the things going on over (at Motown) when purchasing the album. If the label has put together a good marketing plan and can execute it, then I'll feel a little more comfortable with the purchase."
Wanya Morris says the group is concerned about the Motown situation but isn't overly worried. "We've been so busy planning this project that we haven't had a chance to think too much about it," he says.
Adds Stockman, "Fortunately, we have a strong fan base that should support us. Hopefully, it won't affect the promotion, marketing, and sales of the project."
Uptempo Focus
The label is looking to attract a greter portion of the hip-hop and dance communities with this new album and is banking on the set's uptempo tracks to pave the way.
"They're geared for a younger audience, with Puffy producing three of the faster songs," says Simms.
Although the uptempo tracks are an important aspect of the overall campaign, don't look for the signature Boyz II Men ballad style to change much. "We're hoping that the demand for the faster songs will allow us to release them early as singles, but our bread and butter will always be the love ballads," McCary says, of which there are plenty on the set.
In an effort to create awareness of Boyz II Men's new product, the label began an "Evolution Countdown" billboard campaign August 8. The first phase, which runs through September 5, involves outdoor displays in the nation's top 12 markets announcing the act's upcoming album.
"The billboards feature the same shot of the group that's on the album's cover and has the release date on it," says Simms.
On Sept. 12, the campaign begins its second phase, with the same billboards announcing the arrival of the set in stores. The campaign concludes Oct. 10.
"4 Seasons of Loneliness," the first single, is being serviced to top 40, R&B, rhythm-crossover, and jazz/AC stations at the end of August and will be released commercially Sept. 9.
"We're looking forward to the new project," says WGCI Chicago assistant PD/music director Don E. Cologne. "This is a hit-producing group with a track record."
Cologne says the internal Motown upheaval offers a fresh start for the label and may benefit Evolution.
"It's always sad to see a situation go down like what happened at Motown, but this may be just what (the label needs) in order to move forward," he says. "They need the undivided attention of the label to bring this project home."
The recently produced video for the single is scheduled to be serviced to MTV, VH1, BET, the Box, and approriate local and regional clip programs Sept. 8. The label plans to edit the production so that a Spanish-language version can be serviced to appropriate shows.
Motown plans a sweepstakes tie-in with The Box from Aug. 13 through Sept. 3. Viewers will have an opportunity to win an all-expenses-paid trip to Tokyo in December to see Boyz II Men perform.
The label plans to send the act on a monthlong promotional tour of Europe beginning Thursday (21), where the group will participate in several music festivals, including Saturday (23) Polish festival in Gdansk and the Nottinghill festival Aug. 25 in London.
During the U.K. stay, the act plans to shoot a video for "A Song for Mama" the second single. The track, also a single from LaFace's Soul Food soundtrack, is stated to be serviced to radio Sept. 15
Among the publicity activities during its U.K. visit, Boyz II Men will apeear on the TV show "Top Of The Pops" before departing for Italy Aug. 30.
"The act was on tour so much here in the States that they didn't get the chance to spend quality time outside the U.S.," says Simms. "So we're sending the group out internationally early to ensure that consumers there know that we regard them as very important to us."
Prior to the act's departure for Europe, Motown plans to host an "Evolution" listening party Wednesday (20) in New York.
"They'll be performing on a boat rented for the party," says Simms. "We'll have a captive audience of programmers from around the country, as well as other industry conferncegoers."
The label plans to send the act on a domestic concert tour beginning late in the first quarter or early in the second quarter of '98.
Nathan Morris says concertgoers should look for a more energetic Boyz II Men show.
"On our last tour, we didn't have a lot of uptempo numbers to do a lot of dancing," he says, "but we anticipate our upcoming tour to have a lot more of that."