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Reprise’s Barenaked Ladies Plan U.S. Takeoff
by Doug Reese
Billboard 4/25/98
Before the worldwide release of the album “Rock Spectacle” in November 1996, Barenaked Ladies had a loyal cult following, released four quality studio albums, and were a huge success in their home country of Canada.
But after 10 years together, the act seems to be finding mainstream acceptance a heatseekers Impact act when its live set “Rock Spectacle” leapt from No. 108 to 92 on The Billboard 200 in the April 18 issue. Moreover, the band is poised for success with a new Reprise album due July 7.
“Rock Spectacle”, according to Barenaked Ladies co-front man/guitarist, Steven page, “has done better than anyone expected. We had thought of the album as a kind of stopgap after [the previous album] ‘Born On A Pirate Ship,’ and it turned out to be our biggest U.S. album ever.”
The “Rock Spectacle” collection was an effective reintroduction of the band to U.S. audiences. Page says this is not only because of its faun and accessible live format but because it’s “like a live greatest hits.”
Eric Fritschi, artist development manager fro Reprise Records (U.S.), adds that “Rock Spectacle” “was designed as a setup tool in the U.S. It allowed us to collect what we thought were hit songs,” he says. Those were then used to capture the attention of American listeners throughout triple-A and modern rock radio “They’re such a great band live,” says Pierre Tremblay, VP of Nettwerk Management, the band’s management. “It’s a great introduction to the band for some of the people who weren’t familiar with them before.”
According to Tremblay, the U.S. acceptance indicated by the band’s chart success will likely reflect positively on already-strong Canadian sales. “Success in America is always great for Canadian artists, and this should have a positive impact on Canada,” he says. Barenaked Ladies’ first album, “Gordon,” has sold more than 1 million albums in Canada, according to Tremblay. “To sell a million records in Canada,” he says, “you’re hitting everybody from the original cult followers to the uncles and aunts.”
“Rock Spectacle” has spurred renewed interest in the band’s 7-year-old song “Brian Wilson.” It has also affected the sales of “Gordon.” which also contains the song. According to Warner Music Canada, “Rock Spectacle.” has sold 80,000 units in Canada. In the U.S. the set has sold 466,000 units, according to SoundScan.
“It’s actually going to be difficult to bring out a new album in July, with ‘Rock Spectacle,’ doing so well,” says Page with a laugh. Fritschi, however, is confident that the new, as-yet-untitled album will be a hit.
“While Rock Spectacle is certainly a piece of what the Barenaked Ladies are about- which is a live show and all their best songs- [the group has] written an incredible new batch of songs,” he says. “And it’ll be the album of their career so far. No one here thinks we’re not going to surpass ‘Rock Spectacle.’”
Page says the forthcoming album is “probably more of a straight-up pop record” than the band has made in the past. The group tried to capture is live energy, which Page says is “first and foremost what the band is about.” “All the tracks on the album were performed live in the studio, and we didn’t go back in and chop stuff up,” he says. “It’s just a matter of five guys in a room and a few embellishments later.”
After touring almost continuously from February 1996 to January 1998, the band was excited to get in a studio. “We though we were going to be making this album a year ago,” Page says. “So we did our best to write the songs on the road. But it’s hard, so only bits and pieces were written. [Co-frontman/guitarist] Ed Robertson and I sat down and wrote every day when we came off tour. We were so excited to have new songs.”
Page says the album is the band’s most rock-oriented to date. It’s also the first to include guitar solos, “but not 20-minute ones or anything,” he notes. Is this a nod to current trends in modern rock? “We’re not buying into the modern rock sound,” Page says. “Modern rock is buying into our sound.”
Adds Fritschi, “These are BNL songs for sure. More and better of the same.” The upcoming release, he says is “a very accessible album, but not a huge change for the band. They’re just extremely solid songs. We’ve worked with some great producers, and there’s alot of variety on this one. I think the only change is what’s happening around the band,”
The change in notoriety has propelled the band from its start in venues of 200 to 300 seats in the U.S. cities bordering Canada to large venues in major U.S. markets.
“The coolest thing for us to watch it grow from city to city,” Page says. “These big cities grab on and become really big supporters.”
Excitement is building for the first single, which is tentatively set for release in early June, according to Fritschi.
“One Week’ should be an amazing summer single,” says Page. “It’s short and bright. I sing the chorus, and Ed raps the verses. It makes me smile every time I hear it.” |
