Jive Counts down to the Boys

Back - Index - Submissions - - What is RSS? Date: Apr 26, 2099 Source: Billboard Online Submitted By: Marie NEW YORK (BPI) As the May 18 worldwide release of the Backstreet Boys' hotly touted new disc, ``Millennium,'' approaches, Jive Records is striving to prove that the act can transcend the boy-group phenomenon it triggered and evolve into a mature, harmony-driven group with career longevity. Largely produced by Max Martin, who helmed the mega-hits ``Quit Playing Games (With My Heart)'' and ``I'll Never Break Your Heart'' - with Robert ``Mutt'' Lange and Steve Lipson also contributing cuts - ``Millennium'' is the group's first album to be released simultaneously in all territories around the world. With SoundScan-reported sales of 7.9 million units, the Boys' eponymous 1997 U.S. collection is actually a compilation of two European sets issued in 1996 and 1997. According to the label, those two sets have collectively sold more than 10 million copies worldwide. ``It's both a pleasure and a relief for all of us to finally be on the same page,'' says Bert Meyer, vice president of Jive Europe. ``After waiting 17 months for a new album, while the group built its base in the States, we believe we have an album that can do extraordinarily well in every territory in the world.'' But after such a long layover between releases abroad - and hot on the heels of an album that continues to sell briskly in the U.S. - will the quintet's legion of teen fans, who are being fed numerous acts with a similar look and sound, readily come back for more? Initial response to the single ``I Want It That Way'' hints that they very likely will. The infectious midtempo tune had a worldwide radio premiere April 12 to rabid listener response. Radio 1 and Capital Radio in the U.K. report a heavy flow of positive phone response, as do most stations in the States. With airplay on 144 stations, the track moves from No. 30 to No. 14 on Airplay Monitor's Mainstream Top 40 airplay chart. It also hops to No. 34 on The Billboard Hot 100. Most programmers are calling it an out-of-the-box smash. ``After just one spin, `I Want It That Way' became our No. 1 most-requested song, and it's stayed there ever since,'' says Erik Bradley, music director at WBBM (B-96) Chicago. ``People are still at the point where they just can't get enough of this group. The great thing about this single is that it sets them up for the future. There's nothing trendy about it.'' Bolstered by a videoclip directed by Wayne Isham, ``I Want It That Way'' will not be released commercially, which some retailers believe will provide added consumer interest in the album. ``Not that the album will need a boost,'' says Tim Devin, general manager of Tower Records in New York. ``There's already tremendous interest in it.'' In marketing ``Millennium,'' Jive will attempt to make the Backstreet Boys omnipresent media figures. They've already completed an extensive run through Europe that leaned heavily on TV appearances. ``They're tireless,'' says Kurt Thielen, managing director of Rough Trade, which distributes the act's releases in Germany - the territory where it first broke four years ago. ``Without exaggeration, they worked from early morning until late at night the entire time we had them here.'' Steve Jenkins, managing director of Jive U.K., agrees. ``The response they received here recently was brilliant. There's no doubt in my mind that `I Want It That Way' will be at least a top three hit here. They're not just sustaining interest here; they're building upon it.'' In the days surrounding the release of the album, the Backstreet Boys - A.J. McLean, Howie Dorough, Kevin Richardson, Nick Carter, and Brian Littrel - will hit stateside TV and radio. The act will host a live satellite radio Q&A session May 13 that will originate from New York for broadcast to several hundred stations worldwide. TV appearances on ``The Rosie O'Donnell Show'' (May 20), ``The Tonight Show With Jay Leno'' (May 24), and ``Saturday Night Live'' (May 15) have been confirmed. Additionally, MTV will offer a ``Backstreet Weekend,'' May 15-16, which will include an episode of ``FAN-atic,'' clip packages, and three hours of live programming. Also, the act will appear May 18 on MTV's ``Total Request Live,'' which will have a New Year's Eve party theme. ``We're treating the time leading up to the release of this album as if it were the countdown to the real millennium,'' says Janet Kleinbaum, vice president of artist marketing at Jive (U.S.), adding that the radio and TV commercials for the album will have a ``countdown'' feel. Adding to the New Year's party theme of the album's release, Jive will air a 30-minute Backstreet Boys special on the Astro-Vision screen in New York's Times Square May 18. The label is seeking an Internet partner for the event. Before embarking in late May on the European leg of its global concert tour, the act will put the finishing touches on a one-hour special for the Disney Channel, scheduled to air in July. A stateside trek is slated to begin in the early fall. While ``Millennium'' offers more of the act's signature blend of smooth pop/funk and dewy slow jams, there are also signs of growth. Among the standout cuts is ``The Perfect Fan,'' written and sung by Littrell. ``It's one of our favorite songs on the album,'' says Dorough. ``He wrote it for his mom, and we decided that we'd dedicate it to all of our moms. It's a beautiful song with a strong gospel feel that I think will surprise people who think they have us pegged.'' Jive president Barry Weiss himself views ``The Perfect Fan'' - a likely future single - as a pivotal cut on ``Millennium.'' ``Not only does it sound like a smash, it's a career track. It'll encourage people to view the group differently. They're not just the best of the boy-group phenomenon. They are fine young men with a future far beyond trends.'' Comment on this item. Recent Comments Submitted by: crorkservice Gf5Ku4 Great write-up, I am regular visitor of one's site, maintain up the nice operate, and It's going to be a regular visitor for a lengthy time. Submitted by: Coleslaw Dressing Uh, well, explain me a please, I am not quite in the subject, how can it be?!... Submitted by: Tuna Salad I am getting married on the 15th of November. Congratulate me! Then will be here rarely!... Submitted by: Make Money With Your Cell Phone Totally agree with you, about a week ago wrote about the same in my blog..! 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