aTypical Joe: a gay New Yorker living in the rural South

Saturday, July 21, 2007

Prince: The model of a modern stager General

Prince is offered up as one template for a pop star in our file-sharing era by the NYTimes:

Prince has remade himself as a 21st-century pop star. As recording companies bemoan a crumbling market, Prince is demonstrating that charisma and the willingness to go out and perform are still bankable. He doesn’t have to go multiplatinum - he’s multiplatform. [...]

Like most pop stars, he goes on major tours to coincide with album releases, which for Prince are frequent. But he also gets out and performs whenever he chooses. Last year he took over a club in Las Vegas and renamed it 3121, after his 2006 album “3121,” which briefly hit No. 1 and spawned multiple conflicting theories about the significance of the number. He started playing there twice a week for 900 people at $125 a ticket. In February he had an audience in the millions as the halftime entertainment for the Super Bowl. He has gone on to play well-publicized shows at the Roosevelt Hotel in Hollywood for a few hundred people paying $3,121 per couple, and another elite show last weekend in East Hampton for about $3,000 per person.

Meanwhile Verizon put Prince in commercials that use “Guitar,” another song from “Planet Earth,” as bait for its V Cast Song ID service, making the song a free download to certain cellphones. On July 7 Prince introduced a perfume, 3121, by performing at Macy’s in Minneapolis.

In Britain he infuriated retailers by agreeing to have a newspaper, The Mail on Sunday, include the complete “Planet Earth” CD in copies on July 15. (The album is due for American release this Tuesday.) Presumably The Mail paid him something in the range of what he could have earned, much more slowly, through album sales. British fans have remunerated him in other ways. On Aug. 1 he starts a string of no fewer than 21 sold-out arena concerts, 20,000 seats each, at the O2 (formerly the Millennium Dome) in London at the relatively low ticket price of £31.21, about $64. The O2 ticket price also includes a copy of the album; Prince did the same thing with his tour for “Musicology” in 2004. Those “Musicology” albums were counted toward the pop charts, which then changed their rules; the “Planet Earth” albums will not be. But fans will have the record.

Prince’s priorities are obvious. The main one is getting his music to an audience, whether it’s purchased or not.

On Prince and the record labels:

Prince ended a two-decade contract with Warner Brothers Records in 1996 after a very public falling out with the label. During the mid-1990s he appeared with the word “Slave” painted on his face and said the label was holding back material he wanted to release. For a while he dropped the name Prince - which was under contract to Warner Brothers and Warner/Chappell Music - for an unpronounceable glyph; when the contracts ran out, he was Prince again. And since leaving Warner Brothers he has been independent. He owns his recordings himself, beginning with a three-CD set called “Emancipation” from 1996. He has released albums on his own NPG label and Web site or has licensed them, one by one, for distribution by major labels, presumably letting them compete for each title. Over the past decade he has had albums released through EMI, Arista, Universal and Sony.