Thursday 19 December 2002

Universal Music Australia respond to fans

With "Charmbracelet" slipping to #52 in only its second week on the Australian charts, angry fans looked for someone to blame, the obvious target being Universal Music Australia. However speaking with MariahDownunder.com today, UMA have defended their actions and refuted claims that they didn't do enough for Mariah's first release via the label. "[Charmbracelet] is a 12 month project for Universal, and she will be given the attention that an artist of her stature deserves. The major thrust of promotions ran around the single. This included: Rove interview, Mix FM 2 week promotion, major press stories, and a 2 week TV advertising campaign that tagged the album."

That's great - but it's the album that's the most important. Why not focus your attention on it rather than the single? "A single is the most effective marketing tool for an album, and unfortunately Through The Rain didn't respond at radio as well as we all hoped. We did receive an A rotate on [V] (after we edited the film clip at our expense). With the market place not responding to the single, we thought it best to scale back on the TV advertising, and save the budget for the second single (and possible promotional tour)."

So if this isn't the end, what can we expect in the near future? "The second single will be Boy - a more contemporary track which we'll be aiming for more radio and more exposure. Backed with the possible promo tour, this single will be backed by major promotions if Mariah is in the market. MTV Special and Oprah - apparently they're being held til February locally. That's the only info we can get at the moment. Obviously, if the promo tour is confirmed, we'll request they get held to run the week prior to her arriving. But there's a lot of ifs in that."

Overall though, UMA must be disappointed. Only one week in the top 50 is disastrous, is it not? "Although Universal would have preferred a higher chart position, we're still very happy with the project as a whole. Universal are definitely behind Mariah, and will be looking forward to 2003."

(MariahDownunder.com)



COMMENTS
There are not yet comments to this article.

Only registrated members can post a comment.
© MCArchives 1998-2024 (26 years!)
NEWS
MESSAGEBOARD