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WITH 5 CMA NOMS AND A 'RUNAWAY' HIT, RCA'S MCBRIDE POISED FOR TAKEOFF Dateline: NASHVILLE
She's been lauded onstage by her female peers as the greatest woman country singer treading the boards today, but she's still been relatively unheralded.
Now--with five nominations for the Sept. 22 Country Music Assn. (CMA) Awards, with what her label describes as a new album knee-deep in singles, and with a single from the movie "Runaway Bride" breaking onto country, AC, and top 40 radio--Martina McBride seems poised for a quantum leap in her career.
And, importantly, her last RCA album's sixth single, "Whatever You Say," lingers strongly on the Hot Country Singles & Tracks chart after more than six months of chart success, even as her new single, "I Love You," passes it on the way up. "I Love You" is at No. 18 this issue.
"It's the perfect summertime record," says KASE Austin, Texas, PD Michael Cruise. "It wins a lot of our request shows, and it's the sound we love in the summertime. I think Martina is prepared to go that next huge leap--there's no doubt that she's a superstar in the making."
Concurring is WUBE Cincinnati PD Tim Closson. "I was just walking by my [assistant PD's] desk as that song was playing," he says, "and I said, 'That sounds terrific on the air.' It feels like a big hit, with obvious crossover appeal. Martina's vocal ability on the last couple of awards shows has been a notch above everyone else's. That's no knock on the others; it's just that she's so good."
This is her fastest start ever, notes RCA Nashville VP/promotion Mike Wilson. "She had six hits in a row off the last album [1997's "Evolution"] and this is faster," he says. "Radio has really embraced her. Over the last 12 to 18 months, we've really seen the growth at radio. She's a solid 'A' act now and one of the top female singers in the format. She's finally getting her due. It took a while to build the foundation, but it's solidly there now."
Her new album, "Emotion," to be released Sept. 14, is, says McBride, a collection that truly reflects that title word. "I've never been so moved by a collection of songs, by a group of songs that truly carry emotion and touch me," she says. Songs that fairly crackle with emotion on the album include "This Uncivil War" and "Love's The Only House."
"Uncivil War" was written by Gretchen Peters, who penned McBride's epochal single "Independence Day," which is still an anthem for battered women. "Uncivil War," says McBride, is not a conscious follow-up. Yet the frank depiction of the war between the sexes, she says, is a very effective song.
"Love's The Only House," written by Tom Douglas and Buzz Cason, is that rare country song that addresses modern urban social concerns in an immediate way with an immediate beat. "I first heard it two years ago," says McBride, "but it's just as timely today, if not more so."
McBride adds that the inclusion of "I Love You" in "Runaway Bride" caught her by surprise. "[Producer] Paul [Worley] put that together for me," she says. "I had found 'I Love You.' Tammy Hyler [one of the song's three composers] played it for me, and I thought it was an awesome song; never knew about the movie, but we put the song on hold immediately. Then I had this little dream, in which I wanted the song to be in a movie. So I called Paul and he said, 'I know this woman who's putting together music about this movie about this bride.' He played it for them, and it all kind of fell into place.
"I have no desire to be in the movies," she adds, "so if my music can get in the movies, that's good enough for me."
"This is really Martina's time with this album," says RCA VP/sales Ron Howie. "The first song is setting up incredibly well. The movie gives it a great window, and we feel it's giving Martina a tremendous amount of visibility at retail and into the account programs, beyond the usual setup. The main thing now is to have product in place at retail for street date."
BMG Distribution, says Howie, is putting McBride into its high-priority programs usually reserved for pop acts. "This will broaden our activities," he says. "Martina will open the Kmart convention here in September. And Wherehouse is doing a sampler with the single and three 30-second album snippets. Anderson is also doing a sampler with three cuts in a win-it-before-you-can-buy-it promotion in Wal-Marts."
Howie says RCA is also reintroducing McBride's 1998 "White Christmas" album, which will have two new songs on it, as well as a new cover. "A Christmas album is usually only a one-time buy at retail," he says, "with no re-buys. But there's still a demand for that record."
RCA Label Group chairman Joe Galante says that, far and away, McBride is setting industry standards. "Garth [Brooks] is setting the bar high on the marketing side," says Galante, "but Martina is continually raising the bar on the artistic level. Her exposure on Lilith Fair is certainly helping also. In Phoenix, when she did 'Whatever You Say' at Lilith Fair, she got a standing ovation of one minute and thirty-two seconds. We timed the damn thing, because we wondered how long it would go on. And these are not people she's ordinarily exposed to as an audience. And she's not resorting to bombast, as some performers do. When she finally performs on the Grammys, it'll be, 'Katy, bar the door!' "
Galante says that McBride is beginning to get the international exposure she has needed to build career longevity. "The single is breaking through in places like Germany, Australia, and Canada," he says. "The platform is being built for her next album. She's in unbelievable shape for the future."
McBride is managed by Bruce Allen Talent and booked by Creative Artists Agency.
Billboard, August 28, 1999