Love in Reverse: So You Wanna Be a Rock and Roll Star part 1

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Love in Reverse: So You Wanna Be a Rock and Roll Star part 1

PEOPtG >> THEY WANT TO GO FROM THE BASEMENT — >> THEY LIKE TO BE ALL OVER THE WORLD PLAYING >> TO THE BIG TIME >> THE BIG ROCK STAR DREAM >> FIRST, THEY NEED A BREAK >> YOU’RE GOING TO THINK WHAT I’M LISTENING TO NOW >> THAT’S JUST THE BEGINNING >> WE’RE FINALLY GETTING A SHOT >> BUT EVEN IF THEY GET A RECORD MADE, WILL IT — >> SELL, SELL, SELL.■ >> TONIGHT — CHIEF CORRESPONDENT MEREDITH VIEIRA TAKES YOU INSIDE A SECRETARY WORLD >> IT’S COMMON PRACTICE IT’S INDUSTRY STANDARD >> BEHIND THE BATTLE LINES OF THE MUSIC BUSINESS >> IT’S ALMOST ILLEGAL >> WHAT DOES IT TAKE TO MAKE IT TO THE TOP? >> COME ON, WE’RE FRIENDS HERE ♪♪ >> AND — A SINGER WHO ONCE GOT CHEWED UP BY THE STAR-MAKING MACHINE >> I STARTED OUT A MUSICIAN AND■ ENDED UP A CARTOON CHARACTER >> AND A STUNNING DEVELOPMENT IN A STORY THAT WE JUST BROUGHT YOU >> I’M GOING TO REMEMBER THAT I’M THE REAL ANNIE AND THE SUN WILL COME OUT TOMORROW >> THE LATEST ON WHY ONE ANNIE IS OUT — AND A NEW ONE IS IN CAPTIONS MADE POSSIBLE BY THE U.S. DEPARTMENT OF EDUCATION AND ABC, INC >>> GOOD EVENING, I’M FORREST SAWYER SUPPOSE THE BEATLES WERE STARTING OUT TODAY COULD THEY STILL MAKE IT TO THE TOP IN ONE OF THE MOST COMPETITIVE BUSINESSES IN THE WORLD? THE RECORD INDUSTRY HAS CHANGED A LOT SINCE THE EARLY ’60s BUT EVEN SO, TEENAGERS STILL DREAM ABOUT BECOMING ROCK ‘N’ ROLL STARS, PRACTICING FOR HOURS AND HOURS ON THEIR DRUMS AND ELECTRIC GUITARS AFTER ALL THAT WORK, HOW DO YOU GET SOMEONE TO LISTEN? TONIGHT, WE’RE GOING TO SHOW YOU HOW HARD THAT IS AS W GO BEHIND CLOSED DOORS AT A MAJOR RECORD COMPANY FOR THE PAST YEAR, WARNER’S REPRISE RECORDS GAVE US UNPRECEDENTED ACCESS AS REPORTS WERE BEING MADE ABOUT A PROMISING NEW BAND FOR THE BAND AND RECORD COMPANY, IT WAS A GAMBLE WITH CERTAINLY NO GUARANTEE OF SURK SES >> Reporter: IT’S SHORTLY AFTER 10 A.M. BURBANK, CALIFORNIA HOWIE KLEIN HAS JUST GOT A NEW CD, ONE HE’S ANXIOUS TO HEAR >> OH, IT’S A CD >> Reporter: IT’S BY AN UNKNOWN BAND CALLED LOVE IN REVERSE FOR HOWIE, WHO’S BEEN IN THE MUSIC BUSINESS FOR 20 YEARS, IT’S A MOMENT OF DECISION ♪ GET INTO MY SUPERCAR ♪ >> Reporter: AS PRESIDENT OF REPRISE RECORDS, HOWIE RELIES ON HIS INSTINCTS TO SIGN BANDS ♪ GET INTO MY SUPERCAR ♪ >> Reporter: HOWIE CLEARLY LIKES WHAT HE HEARS BUT IS HE WILLING TO COMMIT THE MONEY AND RESOURCES NEEDED TO TRY TO TRANSFORM THIS OBSCURE BAND INTO A HOUSEHOLD NAME? ♪ GET INTO MY SUPER CAR ♪ >> Reporter: HE HEARS HUNDREDS OF NEW BANDS EVERY YEAR MOST, HE REJECTS THE LAST TIME HOWIE GOT REALLY EXCITED WAS A FEW YEARS BACK WHEN A YOUNG WOMAN WALKED INTO HIS OFFICE ♪♪ >> SHE JUST CAME IN HERE AND SHE SAT DOWN AND SHE JUST HAD A DEMO TAPE AND WE LISTENED TO IT AND I WAS JUST BLOWN AWAY >> Reporter: THAT WOMAN WAS ALANIS MORISETTE ♪ AND I’M HERE TO REMIND YOU ♪ >> Reporter: HER FIRST ALBUM HAS ALREADY SOLD MORE THAN 25 MILLION COPIES NOW THE QUESTION WAS COULD LOVE IN REVERSE ONE DAY MAKE THE SAME LEAP FROM ANONYMITY TO SUPERSTARDOM? ♪ YOU OUGHT TO KNOW ♪ ♪♪ THERE ARE THOUSANDS OF BANDS PLAYING IN GARAGES AND BASEMENTS ACROSS AMERICA, DREAMING OF MAKING MUSIC, OF MAKING A RECORD, OF MAKING IT BIG IT’S A DREAM THAT RARELY COMES TRUE >> OF 1,000 PEOPLE MAKING RECORDS, MAYBE TEN PEOPLE WILL SEE THE OUTCOME THAT THEY HAVE DREAMT ABOUT IT’S ALMOST IMPOSSIBLE TO IMAGE THE AMOUNT OF BANDS THAT WILL NEVER BE HEARD >> Reporter: THIS IS THE STORY

OF THE STRUGGLE TO MAKE IT IN ROCK ‘N’ ROLL — TO BE ONE OF THE FEW BANDS THAT IS HEARD ♪ I LOVE YOU SO MUCH MORE ♪ >> Reporter: FOR LOVE IN REVERSE, IT BEGINS HERE IN A BASEMENT IN THE ISOLATED PINE BARRONS OF NEW JERSEY ♪ I LOVE YOU SO MUCH MORE ♪ >> Reporter: 29-YEAR-OLD MIKE FERENTINO IS THE BAND’S LEAD SINGER AND GUITARIST >> FROM THE TIME HE WAS LIKE 2 YEARS OLD, YOU KNOW, HE PLAYED WITH AN OLD TAPE RECORDER AND AT 2 YEARS OLD, OF COURSE, HE DIDN’T TALK VERY WELL, BUT HE WOULD HUM DIFFERENT SONGS AS HE TURNED THE REELS TO REELS ON THE TAPE RECORDER AND TO HIM, HE WAS MAKING MUSIC >> I THINK WHEN I FIRST BOUGHT MY FIRST BEATLES ALBUM, I SAT AND LISTENED TO THAT AND I WAS REALLY FASCINATED BY IT AND I THINK THAT’S ABOUT WHEN I REALIZED THAT THIS IS SOMETHING THAT I WANT TO DO I WANT TO BE THE BEATLES >> Reporter: ALTHOUGH IT WAS BIGGER THAN HE WAS, WHEN HE WAS 5, MIKE BEGAN PRACTICING ON HIS FATHER’S GUITAR >> AS TIME WENT ON, IT GOT TO BE WHERE THAT’S ALL HE DID, YOU KNOW HE DIDN’T WANT TO GO OUT AND PLAY WITH THE KIDS >> Reporter: BUT THERE WAS ONE KID HE WANTED TO PLAY WITH A KID WHO LIVED DOWN THE STREET — ANDRES KARU >> I REMEMBER JUST LIKE SETTING UP A LITTLE CONCERT STAGE IN THE BEDROOM AND SETTING UP ALL THE INSTRUMENTS AND TRYING TO ACTUALLY PLAY THEM ALL >> Reporter: BY THE TIME HE AND MIKE WERE TEENAGERS, THEY WOULD PRACTICE FOR HOURS IN THE FERENTINO’S BASEMENT, OFTEN TO AN AUDIENCE OF ONE, MIKE’S, DAD JOE, LISTENING UPSTAIRS JOE FERENTINO, WHO NOW RUNS HIS OWN MARKETING COMPANY, ENCOURAGED HIS SON’S DREAM BECAUSE HE’D ONCE SHARED IT ♪ I ONLY WANT YOU OH, HOW I WANT YOU ♪ >> Reporter: IT WAS THE EARLY ’60s, THE ERA OF DOO WOP ♪ I ONLY WANT YOU ♪ ♪ IN MY ARMS TO HOLD I ONLY WANT YOU ♪ ♪ EVERY WAKING HOUR EVERY MINUTE OF THE DAY ♪ ♪ CRAZY AS A CRAZY MACHINE YOU’VE GOT A BOMB ♪ >> Reporter: JOE FERENTINO WAS A KID WITH A BAND OF HIS OWN AND A SHOT AT SUCCESS ♪ YOU GOT A BOMB ♪ >> WITHIN SIX MONTHS, WE WERE A MAJOR LABEL, GONE RECORDS, AND I WAS, “WOW, MAN! I’M GOING TO BE A ROCK STAR!” ♪ YOU GOT A BOMB ♪ >> Reporter: BUT THAT SINGLE, “YOU’VE GOT A BOMB,” TURNED OUT TO BE ONE JOE FERENTINO LEARNED THAT MAKING IT IN THE MUSIC BUSINESS WASN’T THAT EASY FOR HIM THE RIDE SEEMED OVER >> IT’S ALWAYS A REGRETFUL THING, BECAUSE YOU KNEW YOU HAD THE TALENT YOU KNEW YOU WERE GOOD AT WHAT YOU DID AND IT WOULD HAVE EVOLVED OVER THE YEARS AND IT DIDN’T BUT AGAIN, I HAVE A VEHICLE OTHER PEOPLE DO NO HAVE TO ACHIEVE THAT DREAM, AND THAT IS MY SON >> Reporter: AS MIKE’S TEENAGE YEARS DISSOLVED INTO HIS 20s, HE WAS LIVING AT HOME, SUPPORTING HIMSELF WITH ODD JOBS, BUT SPENDING MOST OF HIS TIME CHURNING OUT ORIGINAL SONGS HE AND ANDRES, WHO WAS WORKING AS A TV REPAIRMAN, KEPT SENDING OUT DEMO TAPES TO RECORD LABELS AND GETTING BACK REJECTION LETTERS >> I WAS COMPLETELY AT THE POINT WHERE I WAS LIKE, THERE’S A GOOD CHANCE THIS MIGHT NOT EVER HAPPEN BUT AT THE SAME TIME, I’M GOING TO ACT LIKE IT WILL DEFINITELY HAPPEN AND JUST KEEP GOING FOR IT ♪ YOU GOT TO BELIEVE ME JUST OPEN YOUR MIND ♪ >> Reporter: THIS YOUNG BOY SHARED THE SAME CHILDHOOD DREAM AS MIKE AND ANDRES HE WOULD TAKE THE JOURNEY THEY WERE NO JUST BEGINNING AND WOULD SEE HIS DREAM COME TRUE — BUT AT A HIGH PRICE ♪ BUT I DON’T WANT OUR LOVING TO DIE ♪ >> WHEN I STARTED OUT, I STARTED OUT A MUSICIAN AND I ENDED UP LIKE A CARTOON CHARACTER I ENDED UP AN IMAGE >> Reporter: 30 YEARS AGO, PETER FRAMPTON WAS A GUITARIST WITH THE BRITISH POP BAND, THE HERD ♪ YOU GOT TO BELIEVE ME I MEAN WHAT I SAY ♪ >> Reporter: BUT THE MANAGERS PUSHED FRAMPTON OUT FRONT AND MADE HIM THE LEAD SINGER >> I’M GOING, “NO, NO, NO, NO, YOU DON’T UNDERSTAND I DO A COUPLE OF OOHS AND AAHS, AND I’M THE LEAD GUITARIST THAT’S ALL I DO, YOU KNOW.” AND THEY SAID, “NO, NO, NO, NO, YOU DON’T UNDERSTAND YOU WILL SING.” AND SO — >> Reporter: BUT WHY? WHY YOU? WHY WERE THEY SINGLING YOU OUT? >> IT’S HARD FOR ME TO SAY BUT I GUESS IT WAS THE WAY I LOOKED IT WAS THE PACKAGING IT WAS ALL PART OF, UH, SELLING IT TO THE PUBLIC ♪ SHADOWS GLOW SO LONG BEFORE MY EYES ♪ ♪ AND THEY’RE MOVING ACROSS THE PAGE ♪♪ >> Reporter: IN 1976, THE ALBUM “FRAMPTON COMES ALIVE” WAS

RELEASED IT SOARED TO THE TOP OF THE CHARTS AND WOULD EVENTUALLY SELL 15 MILLION COPIES TO BECOME THE BEST SELLING LIVE ALBUM OF ALL TIME >> Reporter: WITH HIS ALBUM CAME THE REALIZATION OF JUST HOW MANY MILLIONS COULD BE MADE FROM ONE ROCK ‘N’ ROLL RECORD ♪ SHE eé[email protected]%sZ[L0T A HOUND DOG ♪♪ >> Reporter: LIKE ELVIS PRESLEY, EARNED MILLIONS OVER THE COURSE OF THEIR CAREERS FOR THEMSELVES AND THEIR RECORD LABEL BUT NEVER FROM JUST ONE ALBUM WITH “FRAMPTON COME ALIVE,” RECORD COMPANIES SAW IT WAS POSSIBLE TO TURN A FAST BUCK AND THE GOAL NOW WAS TO DO IT AGAIN FOR FRAMPTON, THAT MEANT BEING RUSHED BACK INTO THE RECORDING STUDIO IN THE HOPE THAT HE COULD QUICKLY CHURN OUT ANOTHER BLOCKBUSTER ♪ I DON’T CARE WHERE I GO ♪ >> I WAS PRETTY UPSET, YOU KNOW I COULD SEE WHAT WAS HAPPENING I LOST CONTROL OF WHAT WAS GOING ON >> Reporter: FOR MANY IN THE MUSIC BUSINESS, THE EMPHASIS WOULD NOW SHIFT FROM MUSIC TO BUSINESS TO FINDING THE NEXT ARTIST WHO’D APPEAL TO A MASS AUDIENCE AND PERHAPS TURN OUT A PHENOMENAL SELLING MEGAHIT 20 YEARS LATER, MIKE FERENTINO AND ANDRES KARU WEREN’T WORRYING ABOUT MEGAHITS, AT LEAST NOT YET THEY WERE STILL IN THE BASEMENT TRYING TO GET SIGNED TO A RECORD DEAL BUT THEY HAD ATTRACTED THE ATTENTION OF A NEW JERSEY DISCO JOCKEY, WHO WAS PLAYING THEIR DEMO TAPES ON THE RADIO >> SHE’S STILL ON THAT, RIGHT? >> Reporter: BAND MANAGERS JONNY AND MARSHA ZAZULA JUST HAPPENED TO BE LISTENING ONE DAY >> WE — JON, ACTUALLY, FELL IN LOVE WITH IT >> Reporter: JONNY ZAZULA IS KNOWN IN THE MUSIC BUSINESS AS “JONNY Z.” IN THE EARLY ’80s, HE AND HIS WIFE, MARSHA, HELPED TRANSFORM AN UNKNOWN HEAVY METAL BAND INTO SUPERSTARS — THE BAND, METALLICA ♪ JUMP INTO THE FIRE ♪ >> WE GET 200 TAPES A WEEK WE DON’T REALLY GET TO LISTEN TO THEM THERE’S GOT TO BE MAGIC TO EVEN, YOU KNOW, GET A CD OR A TAPE TO OUR MACHINE SO WE LISTEN TO TEN MAYBE, A WEEK, MAYBE FIVE IT’S MURDER >> THE MOST EXCITING PART WAS WHEN JONNY WANTED TO SIGN US, ACTUALLY BECAUSE I WAS LIKE, “WOW, WE’RE FINALLY GETTING TO THIS NEXT STEP.” FROM BEING IN THE BASEMENT, AND YOU KNOW, ONCE THAT HAPPENED, EVERHING STARTED HAPPENING LITTLE BY LITTLE AFTER THAT >> Reporter: AT THE TIME, IT WAS JUST MIKE, ADNRES, A DRUM MACHINE AND TWO DANCERS JONNY Z LIKED WHAT HE HEARD SO MUCH THAT HE GOT IN TOUCH WITH HIS OLD FRIEND, HOWIE KLEIN, THE PRESIDENT OF REPRISE RECORDS >> WHEN I WAS FINALLY COMING TO NEW YORK, JONNY SAID, “WELL, COME OVER TO MY HOUSE, HAVE A BARBECUE.” >> HE HAD DINNER AT OUR HOUSE >> BARBECUE AND I CALLED THE GUYS IN THE GROUP AND I SAID, “LOOK, WE HAVE THE PRESIDENT OF WARNER REPRISE COMING OVER IF YOU CAN GET A GIG ABOUT A HALF HOUR AWAY AND INVITE SOME OF YOUR FRIENDS, AND DO THIS IN ABOUT 15 MINUTES, WE’LL ASK” — >> WE CAN GET YOU AN AUDIENCE >> YEAH, MAYBE I CAN CONVINCE THIS GUY TO GO FOR A RIDE TO ASBURY PARK >> AND WE WENT TO THIS LITTLE, TINY CUBICLE THAT WAS NOT MUCH BIGGER THAN MY OFFICE IT WAS JUST REALLY, REALLY SMALL THERE COULDN’T HAVE BEEN 25 PEOPLE IN THE WHOLE PLACE >> Reporter: THAT PLACE WAS THIS NEW JERSEY CLUB, THE SAINT JOE FERENTINO SAYS, HIS SON MIKE KNEW THAT NIGHT COULD CHANGE HIS LIFE >> HE KNEW THEY WERE GOING TO BE THERE AND IF HE DID A GREAT SET, THEY WERE GOING SO SIGN HIM THAT’S THE WAY HE SOUNDED >> WE WALKED OUT OF THE CLUB, THINKING, “OH WELL, YOU KNOW, THAT WAS A NICE WASTE OF TIME.” AND HOWIE TURNED AROUND AND SAID, “WELL, I’D LIKE TO DO SOMETHING DEVELOPMENTALLY WITH THOSE GUYS I REALLY THINK THEY HAVE A LOT OF TALENT >> I WAS JUST FLOORED I WAS FLOORED I’VE SEEN BANDS ALL THE TIME, AND I WAS JUST IN SHOCK IT HAD A CERTAIN SPIRIT OF THAT EARLY, EARLY PSYCHEDELIC STUFF THAT WAS SO, SO GOOD BUT IT WAS SORT OF MIXED IN WITH SOME VERY CONTEMPORARY SOUNDS AND THAT KIND OF MIX GOT ME REALLY EXCITED ♪♪ >> Reporter: OCTOBER 31st, 1995, JUST THREE MONTHS AFTER HOWIE KLEIN HEARD THEM IN ASBURY RK, MIKE AND ANDRES SINGED A CONTRACT WITH REPRISE RECORDS FOR OVER $100,000 MOST OF THAT WOULD GO TO MAKING THEIR FIRST ALBUM BUT IF THE ALBUM SOLD, AND SOLD WELL, THEY COULD HIT IT BIG IT’S ESTIMATED THE BAND GET $1.24 FOR EVERY CD THEY SELL IF THEY SOLD A MILLION, THEY COULD MAKE $1.2 MILLION >> I LIKE TO SEE IT BECOME HUGE I LIKE TO BE TRAVELING ALL OVER THE WORLD, PLAYING EVERYWHERE FOR EVERYBODY,■ YOU KNOW?

YOU KNOW, THE WHOLE BIG ROCK STAR DREAM >> Reporter: JONNY Z KNEW THAT TO BE SUCCESSFUL, ANDRES AND MIKE WOULD HAVE TO MAKE SOME CHANGES AND THEY AGREED FIRST, JONNY WANTED A REAL DRUMMER HE CALLED DAVE HALPERN, ANOTHER LOCAL MUSICIAN, WHO HAD ALREADY HAD ONE SHOT AT SUCCESS WITH ANOTHER BAND >> PUT OUT A GREAT RECORD HAD A GREAT PRODUCER AND, NOTHING HAPPENED NOTHING >> Reporter: BUT DAVE HADN’T GIVEN UP ON THE DREAM HE TOO HAD SHARED SINCE HE WAS A KID >> THE FIRST TIME I SAW KISS, BOYO-BOYO, THAT DID IT FOR ME I’D GET TEARS IN MY EYES, AND I’D BE LIKE, “MAN, I’M GOING TO BE THERE ONE DAY.” I MADE A PACT WITH MYSELF THAT I WOULD NEVER LET ANYTHING GET IN THE WAY OF ME GETTING TO THAT LEVEL ONE, TWO, THREE, FOUR >> Reporter: NOW HE THOUGHT HE MIGHT GET THERE WITH ANDRES AND MIKE >> BIG SNARE DRUM PART >> Reporter: THE NEW BAND WOULD TAKE AS IT’S NAME THE TITLE OF ONE OF MIKE FERENTINO’S SONGS, “LOVE IN REVERSE.” EARLY LAST YEAR, MIKE, ANDRES AND DAVE FOUND THEMSELVES COLLABORATING WITH LEGENDARY PRODUCER RUSS TITELMAN HIS TRACK RECORD IN THE STUDIO WAS STELLAR — PLATINUM ALBUMS BY JAMES TAYLOR, STEVE WINWOOD, ERIC CLAPTON WHEN HOWIE KLEIN LISTENED TO THE JUST COMPLETED LOVE IN REVERSE ALBUM LAST APRIL, HE IMMEDIATELY SWUNG INTO ACTION >> MICHAEL, IT’S HOWIE >> HEY, HOWIE >> MICHAEL, YOU ARE GOING — YOU ARE GOING TO FAINT WHEN YOU HEAR WHAT I AM LISTENING TO NOW IT IS SO AMAZING IT’S COMPLETELY PHENOMENAL >> Reporter: HOWIE WAS BEGINNING TO GENERATE THAT ALL IMPORTANT BUZZ ABOUT A BAND THAT VIRTUALLY NO ONE HAD EVER HEARD OR HEARD OF HE WAS NOW DETERMINED TO CHANGE THAT ♪ GET INTO MY SUPERCAR ♪ >> JAN, I’M SITTING HERE LISTENING TO THE FINAL MASTERED VERSION OF LOVE IN REVERSE >> YEAH >> IT IS SO AWESOME I CAN’T WAIT FOR YOU TO HEAR IT >> OH, COOL >> I MEAN, ANDREW WILL PLAY YOU THIS RECORD YOU’LL FLIP IT’S SO, SO WONDERFUL THE FIRST TIME I HEARD THEM, THEY REMINDED ME OF PINK FLOYD THE FIRST TIME I EVER SAW PINK FLOYD >> Reporter: THE ALBUM WAS A HIT WITH HOWIE BUT TO REALLY BE A HIT, IT WOULD HAVE TO — >> SELL, SELL, SELL, SELL ♪ GET INTO MY SUPERCAR ♪ >> Reporter: LOVE IN REVERSE WOULD NOW FIND OUT JUST HOW HARD THAT IS ♪ I’LL TAKE YOU THERE I’LL TAKE YOU THERE ♪ >> ONCE AGAIN, FORREST SAWYER >>> THE BIG PROBLEM IS, THE RECORD COMPANIES HAVE FAILED TO FIND ENOUGH NEW ARTISTS WITH STAYING POWER, BANDS THAT CAN REALLY EXCITE BUT CHIEF CORRESPONDENT MEREDITH VIEIRA SAYS PEOPLE ARE ALWAYS LOOKING, AND LOVE IN REVERSE IS ABOUT TO FIND OUT WHETHER THEY HAVE WHAT IT TAKES >> WHY, HELLO THERE, LADIES AND GENTLEMEN GOOD EVENING, AND WELCOME TO THE VIPER ROOM WOULD YOU PLEASE PUT YOUR HANDS TOGETHER AND WELCOME LOVE IN REVERSE? >> Reporter: MAY 6th, 1996, A TRENDY ROCK CLUB IN LOS ANGELES ♪♪ LOVE IN REVERSE IS PLAYING TO AN INVITATION-ONLY AUDIENCE, MADE UP MOSTLY OF EMPLOYEES AND EXECUTIVES FROM REPRISE RECORDS ♪ ILLUSION CAN YOU PLACE THE MISSING HOUR ♪ >> Reporter: THE BAND HAS TO MAKE A BIG IMPACT TONIGHT BECAUSE IF THIS AUDIENCE DOESN’T LOVE THEIR MUSIC, THEY WON’T THINK IT’S WORTH PUSHING AND EVERY NEW BAND NEEDS ALL THE HELP IT CAN GET ♪♪ >> THE ODDS OF FAILURE ARE SO GREAT >> Reporter: THE LOVE IN REVERSE ALBUM WILL HAVE TO COMPETE FOR AN AUDIENCE WITH THE 20,000 OTHER CDs TO BE RELEASED IN 1996 THEY’LL EVEN HAVE TO VIE FOR ATTENTION AND MONEY WITH THE 50 OR SO OTHER ACTS ON THEIR OWN LABEL ♪♪ THE NEXT MORNING, BAND MANAGERS JONNY AND MARSHA ZAZULA HAVE A FULL SLATE OF APPOINTMENTS AT REPRISE’S BURBANK HEADQUARTERS >> YOU ARE GOING TO GO DOWN THE HALL >> YEAH >> YOU’RE GOING TO TURN RIGHT >> Reporter: THE FIRST THING JONNY Z HEARS UPSETS HIM — A PROMOTION MAN’S REACTION TO LAST NIGHT’S SHOW

>> I THINK THAT THE SHOW IS REALLY GOOD, BUT IT’S NOT A MARSHAL-ME-OVER KIND OF GROUP >> Reporter: JONNY AND MARSHA ARE ENCOUNTERING RESISTANCE >> IT’S JONNY HERE >> HEY, JONNY >> HOW YA’ DOING, GUY? THEY, YOU KNOW, I MEAN, I’M SO USED TO BEING IN NEW JERSEY AND I MAKE A PHONE CALL AND EVERYBODY HOPS >> OH, WE CAN GET THEM OUT TO SHOWS, IF THAT’S WHAT YOU’RE SAYING? >> WELL, I WAS JUST TRYING TO, TO GET — >> HE WANTS, HE WANTS THE BAND, YOU KNOW, ON THE RADIO >> THE THING THAT WE’RE CONCERNED WITH IS — >> Reporter: JONNY Z KNOWS THAT REPRISE HAS EIGHT OTHER ACTS RELEASING ALBUMS AT ABOUT THE SAME TIME AS LOVE IN REVERSE >> YOU HAVE TO PREACH LOVE IN REVERSE, PREACH THE BAND THAT YOU REPRESENT TO AS MANY PEOPLE AS YOU CAN >> Reporter: HE TRIES TO PREACH THE BAND TO THE PUBLICITY DEPARTMENT >> THIS KIND OF MUSIC, YOU KNOW, REALLY DOESN’T HAVE A HUGE YOUNG FOLLOWING RIGHT NOW >> Reporter: IF JONNY KEEPS GETTING THIS KIND OF REACTION, HE KNOWS THAT LOVE IN REVERSE WILL GET LOST IN THE SHUFFLE >> WE’VE HAD OUR SUCCESS BASED ON THINGS THAT WERE A LITTLE AHEAD OF THEIR TIME >> HMM >> THINGS THAT NEEDED A LITTLE BIT OF AN ACQUIRED TASTE IF YOU’RE SPEAKING TO SOMEONE AT A RECORD COMPANY, YOU’RE SPEAKING TO A PERSON WHO HAS MAYBE 200 OR 300 PROJECTS GOING THROUGH THEIR FINGER IN A YEAR SOMETIMES AS MANY AS 20 OR 30 THINGS AT ONE TIME THROUGH ALL THE HORROR THAT THEY’RE GOING THROUGH, YOU’VE GOT TO GET THEM TO THINK ABOUT YOUR BAND LOVE IN REVERSE >> YES, SIR >> OKAY FIRST THING WE HAVE TO ADDRESS, BY THE WAY, IT’S NOT GOING TO BE UNIQUE TO YOUR DEPARTMENT — AND IF YOU’RE NOT GETTING THEM TO THINK ABOUT YOUR BAND, SOMEONE ELSE IS GOING TO GET THEM TO THINK ABOUT THEIR BAND ♪ ACCORDING TO YOU I’M A CONTRADICTION ♪ >> Reporter: AND JONNY’S BAND IS GETTING NERVOUS THEY DIDN’T LIKE THEIR FIRST VIDEO THEY DIDN’T LIKE THE SONG THE LABEL CHOSE TO BE THEIR FIRST SINGLE WHILE IN THE BASEMENT, THEY HAD COMPLETE CONTROL NOW, THEY’RE BEGINNING TO SEE THAT THINGS ARE DIFFERENT IN THE CORRIDORS OF CORPORATIONS >> THERE’S THAT FEAR IN THE BACK OF YOUR MIND THAT YOU’RE GOING TO LOSE CONTROL OF WHAT YOU’RE TRYING TO DO AND THEY’RE GONNA EXPECT YOU TO GO IN A CERTAIN DIRECTION, BECAUSE THEY’RE AFRAID YOU’RE GOING TO LOSE AN AUDIENCE, MAYBE >> Reporter: ONE WAY REPRISE HOPED TO BUILD AN AUDIENCE WAS TO RELEASE A TEST RECORD SIMPLY TO GET THEM SOME EXPOSURE BUT WHEN THE BAND GOES TO RECORD STORES, THEY CAN’T FIND THEIR OWN RECORD IT’S UNAVAILABLE WHEN JONNY MEETS WITH THE HEAD OF RETAIL, HE WANTS TO KNOW WHY >> SO YOU’LL ANSWER MY QUESTION? >> I WILL, I WILL TRY AND ANSWER YOUR QUESTION I DON’T — I HAVE NOT HEARD — >> Reporter: JONNY NEVER DOES GET A GOOD ANSWER >> WE DIDN’T ASK ANYBODY TO DO ANYTHING BUT THEIR JOB THAT’S ALL WE WENT TO EVERYBODY AND, AND TOLD THEM — “WELL, WE HAVE A GROUP WILL YOU BE SO KIND AS TO GO TO WORK WHEN THE RECORD COMES OUT? WILL YOU PUT RECORDS IN THE STORE, MR. RECORD COMPANY? WILL YOU MAYBE GET US SOME RADIO STATIONS, MR. RECORD COMPANY?” OR THE PRESS DEPARTMENT — “DO YOU THINK MAYBE WE CAN MAYBE GET SOME PRESS?” OR TOURING DEPARTMENT — “WHEN THEY GO ON TOUR, ARE YOU GOING TO DO ANYTHING? OR ARE WE JUST GOING TO GO OUT THERE AND GO, ‘HI, FOLKS.'” DO YOU KNOW WHAT I MEAN? DO YOU KNOW HOW MANY BANDS GO OUT THERE WITHOUT THEIR UNDERWEAR? >> Reporter: BUT DESPITE ALL THE PROBLEMS, LOVEN REVERSE HAS AT LEAST ONE THING GOING FOR THE, ONE VERY IMPORTANT THING — HOWIE KLEIN, THE PRESIDENT OF THE COMPANY HE SIGNED THEM HE LOVES THEM HIS LIEUTENANTS KNOW THEY BETTER GET IN LINE >> AND I’VE ALSO SENT OUT A HANDFUL OF ADVANCED TAPES TO SOME JOURNALISTS INTERNATIONALLY TO KIND OF TIP OFF — >> Reporter: JULY 10th, 1996, REPRISE’S PROMOTION, PUBLICITY, MARKETING, RADIO AND RETAIL STAFFS MEET IN THE COMPANY’S VERSION OF A WAR ROOM TO STRATEGIZE ON HOW THEY WILL LAUNCH LOVE IN REVERSE >> NOT ALL BANDS CAN PLAY AS WELL AS THESE GUYS >> I RATHER SEE THAT KIND OF A BUILD ANYWAY I MEAN, FOR A BAND LIKE LOVE IN REVERSE TO BE IN “MUSICIAN” FIRST AND “SPIN” LATER >> WE ALSO HAVE A WEB SITE GOING RIGHT NOW FOR LOVE IN REVERSE WE’RE IN DEVELOPMENT FOR A FULL-BLOWN WEB SITE >> WE HAVE ADS IN A LOT OF THE FANZINES >> SO FAR, EVERYBODY, MUSIC LAND, TRANSWORLD, THE WIZ, THE WALL, BLOCKBUSTER, THEY HAVE ALL BEEN COOPERATIVE THEY ALL SEEN SOME RESPONSE TO THE CD >> TODAY IS REALLY THE FIRST DAY WE START WORKING RADIO ON IT ♪♪ >> Reporter: AND THEY’LL WORK RADIO HARD, BECAUSE IT’S CRUCIAL LOVE IN REVERSE’S ALBUM WON’T BE RELEASED FOR ANOTHER 20 DAYS, BUT A SINGLE FROM THAT ALBUM HAS ALREADY BEEN SENT TO RADIO STATIONS THE INITIAL FEEDBACK RAISES CONCERN >> ONE OF THE REMARKS I’VE HARD ABOUT IT IS THE SONG SOUNDS DIFFERENT FROM ANYTHING ELSE OUT THERE IT DOESN’T HAVE A GENERIC QUALITY TO IT A LOT OF PEOPLE GO, “OH, WELL, THIS IS REALLY UNUSUAL, SO” — >> YEAH, I MEAN, EITHER THAT’S WHAT BREAKS THE BAND OR WHAT MAKES, OR WHAT MAKES PEOPLE NOT WANT TO PLAY IT ONE OR THE OTHER >> YEAH, I WAS TALKING WITH ONE GUY THAT WAS SAYING, “HALF THE PEOPLE, THAT’LL BE THE HOOK AND THE OTHER HALF, THAT’S WHAT

WILL MAKE THEM NERVOUS.” ♪♪■ ♪♪ >> Reporter: GETTING THAT SINGLE AN AUDIENCE ON RADIO AND ON MTV IS THE KEY COMPONENT FOR MAKING AN ALBUM SELL >> HELLO >> RON STRYKER >> YESSUM >> JANN HENDRY >> MS. HENDRY >> HOW ARE YOU? >> Reporter: IT’S JANN HENDRY’S JOB TO GET THE SONG ON THE AIR THAT MEANS CALLING STATIONS AROUND THE COUNTRY TO CONVINCE THEM, TO CAJOLE THEM, JUST TO LISTEN TO THE LOVE IN REVERSE SINGLE AND IF THEY LIKE IT, TO PLAY IT ON THE RADIO TO SEE IF THEIR AUDIENCE DOES >> DID YOU HAVE A CHANCE TO HEAR THE LOVE IN REVERSE TRACK, “BLUEPRINT?” >> MMM — >> YEAH, AND WHAT DID YOU THINK? >> IT’S ALL RIGHT NO COMPLAINTS NO REMORSE, I GUESS >> HAVE YOU HAD A CHANCE TO PLAY IT ON THE AIR YET? >> NOPE >> WILL YOU PLAY IT TUESDAY WILL YOU ADD IT TUESDAY? >> ASKING A BIT MUCH >> COME ON WE’RE FRIENDS HERE >> Reporter: SOMETIMES THERE ARE INDUCEMENTS, PROMISES OF HARD-TO-GET TICKETS TO SHOWS BY OTHER REPRISE ARTISTS, PROMISES OF FUTURE CONSIDERATIONS >> YOU KNOW, YOU DO EVERYTHING YOU POSSIBLY CAN TO GET YOUR RECORDS PLAYED AND I ALWAYS SAY SHORT OF ILLEGAL >> WE’RE REALLY ROCKING AND ROLLING TONIGHT >> Reporter: BUT WHAT IS ILLEGAL >> IF IT ROCKS, IF IT ROLLS, YOU’RE GONNA HEAR IT RIGHT HERE >> Reporter: BACK IN THE 50s, DISC JOCKEY ALAN FREED WAS CREDITED WITH COINING THE PHRASE, “ROCK AND ROLL.” >> THOSE FEW SIMPLE WORDS, ROCK AND ROLL >> Reporter: HE WAS ALSO LARGELY RESPONSIBLE FOR THE TERM “PAYOLA” BECOMING SO CLOSELY ASSOCIATED WITH ROCK AND ROLL RADIO FREED WAS CONVICTED OF TAKING OF $30,000 IN EXCHANGE FOR PLAYING CERTAIN SONGS IN 1960, CONGRESS OUTLAWED THIS PRACTICE BUT THE LAW IT PASSED IS VERY NEBULOUS GIFTS CAN BE GIVEN OR VIRTUALLY ANY AMOUNT, JUST AS LONG AS THEY’RE NOT TO GET A SPECIFIC SONG PLAYED >> HOME OF ROCK ‘N’ ROLL, 94HJY IT’S CHARLES RENEGUS HERE HOW COOL IS THIS? >> Reporter: BUT THERE ARE STILL QUESTIONS RAISED TODAY ABOUT THE METHODS USED TO GET SONGS ON THE RADIO THE COMPETITION IS STILL MOST STATIONS ONLY ADD ONE OR TWO NEW SONGS EACH WEEK TO THE ROTATION OF SINGLES THEY PLAY THAT’S CALLED “THE PLAY LIST.” >> IT ISN’T THE OLD DAYS OF, UH, PAYOLA, ET CETERA, ET CETERA BUT THERE ARE RELATIONSHIPS THAT EXIST BETWEEN CERTAIN PEOPLE >> AND CERTAIN STATIONS >> AND CERTAIN STATIONS >> AND YOU NEED THOSE PEOPLE TO GO IN AND PUT THEIR MOUTH IN THE EAR OF THOSE STATIONS AND SPEAK YOUR BAND’S NAME >> MICHAEL JACKSON HAS A BRAND NEW TITLE >> Reporter: SOME OF THE PEOPLE WHO TALK TO RADIO STATIONS ARE CALLED INDEPENDENT PROMOTERS, OUTSIDE CONTRACTORS HIRED BY THE RECORD LABEL IT’S A WAY THE LABELS DISTANCE THEMSELVES FROM A PRACTICE MANY SEE AS UNSEEMLY BUT WHEN THE INDEPENDENCE PROMOTERS SPEAK, MANY STATIONS LISTEN AND ADJUST THEIR PLAY LISTS ACCORDINGLY >> UNFORTUNATELY, EITHER MYSTERIOUSLY YOUR ACT GETS MOVED UP OR IT GETS MOVED OUT >> PEOPLE WON’T ADMIT THIS, BUT YOU KNOW >> IT’S A COMMON PRACTICE AND IT’S INDUSTRY STANDARD, UNFORTUNATELY >> AND, OF COURSE, THE REFRESHMENTS ARE ALSO GONG PLAYING HERE IN BOSTON >> Reporter: THE SO-CALLED INDIES OFTEN PROVIDE THE STATIONS T-SHIRTS, CDs, AND OTHER ITEMS THE THEY CAN USE AS CONTEST PRIZES FOR THEIR LISTENERS AND ACCORDING TO JONNY Z., SOMETIMES THEY EVEN MAKE DEALS WITH RADIO STATION PROGRAMMERS >> OKAY WE’LL FLY YOU TO ENGLAND TO SEE BRUCE SPRINGSTEEN IF YOU ADD JOE BLOW TO YOUR STATION >> SEE, I WASN’T GOING TO GET THAT >> THE HELL WITH THAT >> Reporter: AND THAT GOES ON? >> ABSOLUTELY EVERY DAY >> NOW, I’M — I’M JUST USING BRUCE AS AN EXAMPLE, WAY BACK WHEN BUT, OF COURSE THAT’S WHAT GOES ON AND ANYBODY WOULD BE LYING — >> IF THEY SAID IT DIFFERENTLY >> YOU KNOW IT HAS NOTHING TO DO WITH MUSIC DO YOU THINK, I MEAN, SOMEBODY AT A RADIO STATION LOVING AN ACT HAS, IS GONNA GET IT PLAYED ♪ DO DO DO BA DO DO ♪♪ >> Reporter: BUT RECORD LABELS ARE NEVER SURE THEY’VE DONE ENOUGH TO CONVINCE A RADIO STATION TO PLAY THEIR SONG SO AT REPRISE, THERE’S ANOTHER POINT OF ATTACK — THEIR 20-PERSON REGIONAL PROMOTION STAFF FOOT SOLDIERS LIKE ANDREW GOVATSOS, WHO EVERY DAY TREK AROUND THE COUNTRY VISITING THE NATION’S 350 ROCK STATIONS >> BREAKFAST IS SERVED HEY — >> Reporter: TODAY, JULY 17th, ANDREW WILL VISIT FIVE NEW ENGLAND RADIO STATIONS, TRYING TO CONVINCE THEM TO PLAY THE LOVE IN REVERSE SINGLE >> I SHOULD GO INTO THE CATERING BUSINESS >> Reporter: HE STARTS IN PORTLAND, MAINE >> WHAT’S THE BAND? >> LOVE IN REVERSE >> HERE WE GO, GENTLEMEN 102.9 WBLM, WHERE PORTLAND ROCKS WHAT A SLICK TUNE FROM MR. CLAPTON

>> THE RELATIONSHIP WITH THE PROGRAM DIRECTORS AND EVERYBODY AT THESE RADIO STATIONS ARE REALLY IMPORTANT >> FROM REPRISE RECORDS, HOW ARE YOU? >> HOW ARE YOU? HOW YOU DOING, GUYS? >> THE BAND IS KILLER I MEAN, THE BAND’S KILLER >> THE AGENDA FOR ANDREW FOVATSOS IS DIFFERENT IN A LOT OF WAYS THAN MY AGENDA HIS AGENDA ULTIMATELY IS T