Hollywood Reporter Article
 

It's a few weeks old, but I don't remember seeing it posted before:



How Island started that big 'Crush' for Bon Jovi

Aug. 29, 2002

By Tamara Conniff



NEW YORK -- Only a few years ago, Bon Jovi, while hugely successful in Europe, was still synonymous with 1980s pop metal in the United States. But with 2000's "Crush," Island Records successfully campaigned to reposition the band as a viable rock force. Julie Greenwald, president of Island Records and executive vp at Island Def Jam, admits that breaking "Crush" was no easy task.

"It took us eight months to get the single ('It's My Life') to Top 40," Greenwald says. "People don't understand how long it took and what a commitment it took from this entire company. Everybody focused and really used the small successes to build to the one giant success."

"Crush" has gone on to sell more than 9 million units worldwide.

During this year's Concert for New York Sept. 11 benefit show at Madison Square Garden, the band cemented their musical legacy when Jon Bon Jovi and guitarist Richie Sambora performed a moving rendition of their 1980s hit "Livin' on a Prayer."

Island is now prepping Bon Jovi's latest album, "Bounce," which will hit stores Oct. 8. The first single, "Everyday," has already gone to radio, and the Island promotion staff is working overtime to set up the album.

The first push begins Sept. 5. Bon Jovi will kick off the NFL's 2002 season with a headlining performance during a special celebration in New York's Times Square.

"It's an enormous NFL launch, which is obviously the right demo for them," Greenwald says.

The event will serve as a countdown to that night's San Francisco 49ers-New York Giants matchup at Giants Stadium in East Rutherford, N.J. After the Times Square show, Bon Jovi will head to Giants Stadium via helicopter to perform during halftime.

Island also is taking huge anti-piracy precautions with "Bounce."

Greenwald says that for the first time, Island is going to serialize the first 2 million CDs shipped. A PIN number will be printed on the artwork in each "Bounce" CD. Consumers can then use the PIN to access exclusive content on Bon Jovi's Web site.

"It costs a lot of money to put a unique number on each package," Greenwald says. "We're trying to contain the bootlegging and the piracy as much as we can. We're spending the money to make sure the security is at 'Death Con 5' level with this album."

Island has not only proven its prowess as a rock label over the past few years but, as exemplified by the success of Bon Jovi, also has become known as a label that will dedicate itself to a project and not let up.

Party rocker Andrew W.K. is such an example. Despite massive critical acclaim, "I Get Wet" is still eluding radio and the album has sold a little more than 125,000 copies. But Greenwald is undeterred. "The project is not over," she says. "We like it this way. This way, kids are really discovering it on their own, and I think it's just going to set him up for a long career."

In December, Island Def Jam will spearhead one of the most-watched comebacks in recent music history -- Mariah Carey's new album.

"Mariah is singing her heart out," Greenwald says. "She's so cool and down to earthcq. It's going to be such a fun project."

Thanks! I had not seen that one!

Thanks Becky! I had not seen that article. :)

Deb

Thanx. That's the first time I see that too.