By Joel Francis
Earlier this week, Billboard reported the booklet in the new Mariah Carey CD will contain “lifestyle ads.”
The 34-page “mini-magazine” will be co-produced by Elle magazine and house ads for Elizabeth Arden, Angel Champagne, Carmen Steffens, Le Métier de Beauté and the Bahamas Board of Tourism. The booklet will also contain Carey-centric articles with the enticing titles like “VIP Access to Her Sexy Love Life,” “Amazing Closet,” “Recording Rituals.”
Evidently the music wasn’t enough.
Annoying as the ad campaigns may have been, there have been no Chevy ads in Bob Seeger or John Mellencamp albums. Other artists have been less scrupulous about whoring their album space, but were never this brazen. Master P turned the booklets for all his No Limit artists into mini-catalogs, and Outkast frequently squeezed ads for their pit bulls alongside lyrics and musician credits. At least those performers had a stake in the products in question.
Carey’s move is more egregious on several levels. First, retailers have already found ways to cross-promote. According to the Billboard story, Walmart will display Carey’s album next to her Arden fragrance Forever, which has an ad on the back cover of the CD booklet. Even more disturbingly, Island-Def Jam, Carey’s label, has eyed Rihanna, Bon Jovi and Kanye West to follow suit if the initial venture is a success. Carey has never been a bastion of artistry, but if the major labels can turn a buck from this experiment, expect ads in CD booklets to become the norm.
“The idea was really simple thinking: ‘We sell millions of records, so you should advertise with us,’” Antonio “L.A.” Reid, chairman, Island Def Jam Music Group, a unit of Universal Music Group, told Billboard.
If an album is more valuable as an advertising vehicle, why not give the music away? In 2007, Prince gave away copies of his album “Planet Earth” in the Sunday edition of a London newspaper. Two years before that he included his album as a door prize at concerts. This year, fans who bought tickets for No Doubt’s summer concert tour were gifted with the band’s entire catalog.
Fans who buy the album digitally through iTunes or Amazon will also be subjected to the advertising. The ads will also be included in the electronic PDFs accompanying download sales. The only way to circumvent the booklet blights is the easiest and cheapest solution: ignore Carey or steal the music. Until the major labels start respecting the listeners, there is absolutely no reason to respect them.