[Chapter 54: The Most Cost-Effective Marketing]
"You really are something, Orlando. Seymour and I were up all night discussing Shania Twain's next marketing plan. We haven't even told you the plan yet, and you're already acting on it. Maybe it's just that perfect teamwork, a real meeting of the minds, huh?"
Noon. In the record label's office.
Frank was pointing at the TV, which was broadcasting entertainment news.
With a grin, he said to Orlando,
The news on the screen was, unsurprisingly, about Orlando.
[Breaking News: Rising star Orlando rushes to the aid of newcomer singer Shania Twain at hotel!
At around 7 AM this morning, newcomer singer Shania Twain, signed to Orlando Records, suddenly collapsed at the gym of the Four Seasons Hotel in New York. Witnesses report she fell without warning while running, with the treadmill leaving a scrape on her left cheek.
Popular star Orlando Keller quickly came to her aid: he took off his shirt to cushion her head and personally administered CPR -- four minutes of mouth-to-mouth and chest compressions. After waking up, Shania weakly apologized, "Sorry... I probably had low blood sugar."
It's reported that the Canadian singer, who just signed yesterday with a record-breaking million-dollar contract, had not eaten due to handling family matters all night. Orlando scolded her on the spot: "You knew you weren't feeling well and still pushed yourself -- you are way too reckless!" His current rumored girlfriend, Jennifer Lopez, is also staying at the hotel, sparking speculation about their relationships. Shania was taken to the hospital and is now in stable condition.]
On the TV, there was a photo taken by some guest or bystander.
It was a picture of Orlando saving her.
In the photo, he'd taken off his shirt, showing off a sculpted muscular frame, tall and model-like.
Compared to Shania lying pale on the floor, eyes shut tight, they looked like a rugged guy and a delicate lady.
Without captions, you could almost mistake them for being involved in something romantic...
Responding to Frank's teasing and Seymour's sly grin nearby, Orlando rolled his eyes and said flatly, "Even before you talked it over, I knew chances were high you'd spin this into a romance rumor. But honestly, this was no stunt -- it was completely accidental."
"Of course, of course, we all believe it's an accident -- everyone at the company does," Seymour chimed in with a smile. "An accident so incredible that just yesterday you met her for the first time and, boom, you suddenly got inspired and wrote sixteen songs for her."
"Exactly, exactly, all accidents! Haha..." Frank and Seymour laughed together.
After the joking ended, they got down to business.
---
Mainly discussing Shania Twain's upcoming releases.
The big question: should Shania drop a full album outright, or start with a single or two selected from those sixteen songs?
Yesterday, Orlando was dead set on releasing all sixteen songs as a full, powerful album right away.
This shocked Shania's manager, Mary Bailey.
But it wasn't just Mary who was puzzled.
Frank and Seymour also didn't get why Orlando was so keen on Shania Twain.
As for talent, well, she was already twenty-five and only a lounge singer at a local golf course.
As for vocal chops, she couldn't deliver the kind of emotional power needed for something like My Heart Will Go On.
And as for looks, sure, she was attractive, but not quite top-tier beauty -- definitely not at the level of someone like a younger, five-years-younger Brooke Shields.
So they were all scratching their heads over why Orlando held her in such high regard.
Most just figured Orlando was smitten with her looks.
How else could you explain getting sixteen songs written in such a short time?
Orlando was at a loss.
He couldn't exactly say he had some kind of prophetic vision. But that's basically the truth.
From 1995 to 2002, Shania Twain would release three consecutive studio albums -- all of them diamond-certified.
That level of success would crown her the Queen of Country Music.
More importantly, Shania herself would be deeply involved in producing all three albums.
In other words, she had serious songwriting and producing talent.
And during his vision, Orlando got all the sheet music and lyrics for her career-defining album, Come On Over.
While it wasn't suitable for Orlando to sing those songs himself, he naturally wanted to sign her.
As for Frank and the others who thought they should start with a single or two to test the waters:
Orlando had been stubborn at first, wanting to go straight for the full album.
That was because he didn't want to break up Come On Over -- the highest-selling female artist album in history -- into just a bunch of singles or EPs.
In the end, Seymour and Frank convinced him.
They said it made more sense to release a single or two first, then drop the full album later.
That way, it would lower the risk and also create better buzz and marketing.
Leading to stronger album sales overall.
---
After about an hour of discussion, Orlando finally nodded.
"Alright, let's try it your way."
"Whew..." Frank and Seymour exchanged a look, relieved.
Whether Shania Twain's album or singles would succeed was crucial not just for Orlando, but for the whole company.
This would be the ultimate test of Orlando's star-making ability.
If successful, Orlando would be elevated to "golden producer" status, attracting even more artists to the label.
It wasn't just important for Orlando personally -- it was vital for the company's future.
But if they launched the full album immediately, not only could it fail the market test, but it would create resource headaches for Frank and Seymour.
After all, Orlando's mini-album, It's Orlando, was also scheduled for release this year.
If Shania's album dropped around the same time, they'd be competing internally for promotion resources.
That collision would hurt both projects.
Now that Orlando was willing to compromise, it was a good sign.
---
"...Is she still in the hospital?" Frank asked, after the album talk wrapped up, going back to Shania's incident that morning.
"Yeah, I dropped her off there and came straight to the office."
"She's still there," Seymour said. "I sent two female staff members from the company to look after her. If Shania tries to leave the hospital early, we will know."
Frank took a second glance at Seymour, thinking, 'This guy really is a slick operator. He'd already figured Orlando's interest in Shania Twain this early on?'
But it probably was genuine, judging by Orlando's behavior yesterday and today.
"Well, the real marketing campaign can start now." Frank pulled himself together and said, "I'll reach out to some media contacts who are friendly with us. Meanwhile, Orlando, you head over to the hospital and pick Shania Twain up."
"Playing up the romance rumors?"
"This is the most cost-effective marketing plan out there. Low cost, high impact. Just like your buzz with Madonna a couple of months ago."
"Alright then..."
*****
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