“I don't breathe air 4 others,” says The Artist Formerly Known As Prince. Some may think he doesn't breathe the same air, period. The Artist (that‘s Mr. Artist to you) has his share of eccentric behavior, but within the rarefied climate of his music should all judgme11ts be n1ade.
This is the man, after all, who sold 10 million copies of “Purple Rain” as Prince, the most sexually charged, funked-up performer of the 1980s.And though the ’90s saw Prince’s “le grind” take a back seat to grunge, rap and Garth Brooks, he has remained a prolific, singular talent.
Now, as The Artist, he's one emancipated fellow. For starters, he changd his name to an unpronounceable sign that looks like a cross between the symbols for male and female. It was a shrewd move, no more outrageous than Sonny Blount calling himself Sun Ra but one that allowed The Artist to finagle out of his contract with Warner Bros., which had dibs on "Prince'' records.
“Most human beings spend their lives trying 2 live Up 2 other people’s expectations of them,” writes The Artist in a faxed interview with The Commercial Appeal. “Once the bevy of sycophants were dismissed from my life, I was free 2 see where my life was headed.”
Since his break with Warner Bros., The Artist has put his independence to good use. Just as he has complete control in the studio, often playing all the instruments, The Artist now has autonomy over his money. He released a three-CD set, “Emancipation,” on his own label, NPG (New Power Generation) Records, that sold several million copies and made more profit for himself, he claims, than did “Purple Rain.” In a one-off arrangement, the record was distributed through EMI. Unperturbed, The Artist has gone fully to guerrilla marketing for his music.
His next record, the multi-disc bootleg compilation “Crystal Ball,” will be available only through the internet — http://www.love4oneanother.com — or through the Artist’s business line, (800) NEWFUNK. A limited number of pre-orders will also receive an acoustic album, “the Truth,” free with purchase. By this method, any records The Artist makes will be available almost at the time of recording. More to the point, all proceeds after manufacturing and recording costs go straight back to The Artist. It’s a winning strategy that will likely be the wave of the future for major and minor artists alike.
“The prefix of ‘manage’ is man,” writes The Artist. “I need no help in this area. ... I attribute my success 2 the fact that I have never been a follower. All the more reason 2 manage my own business affairs as well.”
“It doesn’t mean he won’t look for distribution at some point,” says EMI senior vice president Frances Pennington, who doubts that The Artist will ever sign to another label regardless of any distribution deals he may sign.
Another bit of· savvy is how The Artisit is handling his current tour. Each concert date is posted about a week prior, creating a rush of ticket sales before interest has time to wane. He also rents venues directly rather than using promoters, cutting out middlemen expenses.
It’s the ultimate act of self-empowerment for a musician and all the more amazing since shows have been sellouts.
Without major label support and publicity, The Artist plans to keep a high profile through his web site — a cornucopia of information on new music, rumors and anything that hits his fancy. For instance, there’s mention of No Doubt's jamming with The Artist at his Paisley Park studio, an idea to buy an inner-city grocery so people can take food at will and a retort over a photographer who claims to have explicit shots of The Artist and his wife, Mayte, on the beach (“Any photos taken of the 2 of us in a state of bliss serves absolutely no purpose. ... That’s why they’re called negatives!” it says). The site also provides information on his charity, Love 4 One Another, which was established last year to help children in need. All the money from his previous tour went to the charity and The Artist hopes to one day build a children's hospital nd school with its fund.
“My quest 4 unity with the oneness led me to start the Love 4 One Another Charity,” The Artist writes. “The more love we show 4 others, the more we get in return. That’s the way the universe works. In fact, universe means ‘one song.’ We should take care of each other always.”
2 thine own self B true, as Shakespeare 1nce said.