New York, July 22: Competition is always a factor in the music business. But the competition is especially fierce this summer in the ranks of female R&B/hip-hop artists.
With the Aug. 19 release of her third album, "Still," Elektra Entertainment's Tamia finds herself up against Ashanti, Beyonce, Mary J. Blige, Monica, Blu Cantrell and Mya.
Although it has been three years since her last album, "A Nu Day," the singer aims to secure her niche by focusing on song substance and vocal delivery, rather than jumping on the bandwagon du jour.
"I don't want to be on the trend of 'What's the hottest thing now?"' Tamia says. "I want to have a career like Luther Vandross, where 10 years from now people can hear one of my songs and remember exactly what they were doing and who they were seeing when they first heard it."
The first single, "Officially Missing You," was written and produced by Aurelius 7 (Ashanti). It's a departure for the hip-hop producer, because the song is a melancholy lament built around an acoustic guitar.
"It was different than what I thought he was going to bring," Tamia says. "Initially, I was a little nervous about working with him . ... But when we met in the studio, we instantly clicked. The song was very bare -- just a guitar and a click track. That's the best way to record, because you can really put emotion in there."
"I love songs that allow me to work," says Tamia, who is published through Plus 1 (ASCAP). "Nowadays, with Pro Tools, songs are so thin you really don't need a good to sing them. A good singer might ruin them because it's too much."
Tamia's reputation is something retail owner Dedry Jones of Chicago's Right Track Entertainment believes will give her a competitive edge.
Elektra's marketing campaign is also designed to "confirm Tamia's credentials as one of the most powerful R&B/pop voices," says Michelle Murray Gee, VP of marketing and artist development. "Her music has a very broad appeal, cutting across age, gender and geography."
The marketing push kicked off April 6, when Tamia's voice and new image were introduced in a massive TV campaign for Verizon Wireless. The label's radio campaign began with a series of e-mail blasts to programmers, music directors and radio listeners of adult R&B, R&B/hip-hop and rhythmic stations. Limited-edition posters were designed and personalized by Tamia.
A remix by Midi Mafia is available for play at clubs and on mix shows and mainstream radio. In addition, Elektra's street team launched a national lifestyle contest in 16 of Tamia's key sales markets at barbershops, beauty parlors and nail salons. The campaign will emphasize custom merchandising visibility and in-store airplay.
Dance remixes of "Officially Missing You" by Mike Rizzo and Felix Da Housecat were serviced to radio June 20.
To support national radio and club airplay, an alternative lifestyle marketing campaign has also been launched. It covers the multi-ethnic, mainstream and gay and lesbian audience.
Bureau Report
