Celeb News: Adele's manager talks 25's rollout and future

umich

What were the challenges in building the campaign?
To use a football analogy, the music industry is a simple game that can be complicated by idiots. If you get the music right, you've got half a shot. The most important thing was making sure Adele was given time and allowed a creative environment without pressure. From there, it was a lot of leg work and actually going to a lot of the markets -- not just the U.K. and U.S. -- and playing people the music early on.

It was a 30-second U.K. TV teaser advert that announced Adele's comeback. Where did that idea originate?
Between Adele and myself we knew very early on exactly how we were going to roll out this record. Generally when people do teaser campaigns they make it about branding, either a logo or, in the case of Daft Punk, their helmets. I wanted to flip that on its head and make it purely about the voice. It was very simple, but I was confident it would work.

Having previously expressed a desire against playing huge indoor venues, this year will see Adele tour arenas for the first time. How did that decision come about?
Adele is very smart and very perceptive. Every decision we make is a collaborative decision. That's true with all of my artists, but with her in particular. There was obviously talk at times about 'Why are we not going bigger and playing stadiums?' If we'd gone to theatres again, there is no way that she could have done it. As it is, she is playing eight [nights at London's] O2, which sold out in 40 minutes. So we had to step it up. Organically this is the right move and she'll absolutely kill it. For me, Adele harks back to the great old-school entertainers where it's more than just someone belting out songs. There's a charisma and a personality. Not every artist has got that, so you play to their strengths. But Adele has got it in abundance.

What is the biggest issue facing the industry in 2016?
Not putting out enough good records. There is a "short-term-ism" in the music business. If you have a short-term focus, unfortunately you're going to get short-term results. We have got to do more to bring artists beyond one album. That's what's refreshing to see with the success of Adele, Justin Bieber and Taylor Swift. It's very important that we don't live in a debut record culture. I say to all my artists: 'The easiest thing you'll do in life is put out your debut album.' Because we live in a world that's completely and utterly fascinated with what's new.

More:
http://www.billboard.com/articles/bu...lout-streaming

RainDreamer

Quote:

That's what's refreshing to see with the success of Adele, Justin Bieber and Taylor Swift. It's very important that we don't live in a debut record culture.

This is actually very true, the whole having a big debut album/era and fading away after thing is quite a thing, not that many people can be successful beyond that breakout album.

Also good of him to acknowledge other talent

Cockney Cupcake

Jonathan is such a great manager. Get Queen that amazing 10 year anniversary gift!

Disha

the last paragraph🙌

UnusualBoy

Quote:

If you have a short-term focus, unfortunately you're going to get short-term results.

I see him with the Ariana shade

PrinceMichaelFan

So basically the Michael Jackson formula is what these hoes are doing. Smart.

Mike91

She really does have the best manager tbh.

winebaldo

Quote:

Originally posted by UnusualBoy

I see him with the Ariana shade