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“We still approach it by drilling specifics in each local market. That’s what keeps them a relevant, growing group.”įor the label, Bon Jovi’s heavy touring schedule provides the perfect global marketing platform, beginning with innovative ticket/album bundling programs before the record ever hits shelves. “They’re always introducing new songs from the new record into their catalog on each tour. “When they go into a new tour, they play new songs along with the classic songs everyone wants to hear,” Hole says. It’s an important distinction: Bon Jovi still sells records as well as tickets. They just needed the opportunity to lock back in again, and be rediscovered.” “Just look at Lost Highway, an incredible breakthrough project that spoke to the country audience, many of which were Bon Jovi fans for years. The band “changes up the flow each time,” Island Def Jam Music Group president/COO Steve Bartels says. But I’m not in the ‘fat Elvis’ suit yet.” “I’m aware that there are two generations of fans out there,” he says. The real ones stay true, and it’s nothing more than you being you.”īon Jovi says he doubts he’d be able to sell out stadiums around the world unless younger fans were coming onboard. The big arena rock sound of the mid- and latter ’80s was watered down so severely that it was the perfect time for a Kurt Cobain to come in and reinvent the wheel. sign 10 things that look and pretend to sound like the original until the genre loses its way. Record companies have done this time and again. “Well, Kurt Cobain was an original, and that’s why he was loved as he was. “A lot of my peer group started to pretend they were influenced by the same things that Kurt Cobain was influenced by,” Bon Jovi says.
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The act had its chance to chase trends during the grunge era that effectively closed the curtain on hair bands. Do what you do and do it well, and people can like or dislike it. When you’re defining who you are, it’s important not to confuse the world. But for me to have had rappers when rap was at its pinnacle, or boy bands, or dance moves, or gone to techno beats because it was big in Ibiza-none of that would have rung true. So for me that wasn’t that much of a stretch. I’d always prided myself on being a storyteller, writing a lyric that people could relate to. “I try not to stray so far from what’s comfortable,” he says. Maintaining relevance isn’t the same as shifting styles to chase musical trends. Anything I do and present musically or professionally is always with the art first in mind.”
THE CALL ALWAYS BON JOVI TV
“I could have sold my soul a hundred times over doing reality TV or what my dear first manager used to call ‘the lunch box tour,’ where you go out and sell bed sheets and lunch boxes. “I wouldn’t be sitting here in a hotel room by myself thinking I need to make a buck,” he says.
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Jon Bon Jovi is obsessed with writing and recording songs that are relevant today. They’re an incredible live act that tours relentlessly.” “Today, their audience is 17- to 18-year-olds right up to people in their 50s. “I’ve probably been to more Bon Jovi shows than any other act on Universal, and I’ve seen them in more countries around the world,” he adds. “Crush” connected the group with a new audience, Universal Music Group International (UMGI) COO Max Hole says. He found that moment where he just loved doing it, and when you love it, and with the feedback from the fans, it became this symbiotic relationship that pushed it all forward.” In Light’s view, Jon Bon Jovi “really got comfortable and enjoyed being Bon Jovi again. “It’s My Life” was a worldwide hit, but also served to introduce the band to a new generation of listeners-while the original fans stayed loyal. The by-product of that was we were very successful and, subsequently, not only earned but kept our money, as opposed to so many other artists you read about that weren’t as lucky.” “I loved the idea of learning to play and perform, and then when I chose it as a career path, it was only for the passion. “The intent wasn’t that I picked up a guitar to make money,” he continues.