I then came across some market research done about a year ago for a
Nat King Cole album. In the research members of the public were shown potential
album covers and in a forum situation discussed the positives and negatives of
each idea. The unanimous verdict from people who would buy a Nat King Cole album
(and therefore would probably buy a Matt Monro one as well) was that a nice plain
white background with a classy shot of the artist does the job. No fancy text,
no special effects just plain and simple. So that's what we did and soon enough
those hairs on the neck started to rise.
We needed to clean up the unreleased tracks, as they had been lying dormant on
a cassette for 25 years or more. If any one could do this the team at Abbey Road could.
And indeed they did, all except one track 'Birth Of The Blues' which we were hoping to include.
Sadly this seemed beyond repair but hopefully it will appear on a rarities album in the future.
Once the album had been put to bed it was time to start making the TV advert.
I turned to Wayne Allen at Odeon Entertainment for help here.
I wanted some good footage of Matt, and as you probably know there's not a lot of it about.
Wayne had been given the task of cleaning up the tape, which Mickie and Michele had found in
their garage. And what a great job they did, the full concert is now available on a superb DVD,
"An Evening With Matt Monro". Once I'd decided on which tracks to include in the advert
I needed a studio to match the video with the high quality CD sound. This was easier said
than done as no artist I'm sure sings a song 'live' exactly the same as it has been recorded.
After many painstaking hours this was done to perfection. Then it was down to another studio
with the sound bed to put it all together with the video, audio and effects.
In total the 30-second advert took 3 days to make.
A two-week TV campaign was booked to 'test the water'. This soon turned into a three week,
then four and finally ending up as a seven week campaign, during which time the sales
just exceeded everyone's expectations, culminating in the album reaching number 7 in the charts.
thought that the time was right for a new TV advertised Matt Monro album.
Thank you to all those who bought "The Ultimate Matt Monro" and in helping to keep Matt's legacy alive.
Matt Monro signed his first contract on 25th January 1960, by what name was E.M.I trading as then?
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