EMI chiefs are putting their necks on the line promising Robbie Williams a real marketing push in the US as part of his new record breaking contract. The label will have the top marketing people at its US based Capitol division on call to get Williams the kind of US following Radiohead, Coldplay and The Vines have enjoyed in recent times. Industry insiders reckon it might just work.
Billboards Jonathan Cohen told the NME: "He has appeal. He's a personality. He suffered here because he didn't have enough exposure before. 'Rock DJ' had the potential to start him in the right direction. It was a good song, had a good video, but after that there was nothing else, no momentum. Remember, he has sold less than 700,000 albums to date here. His label has got to support him, get him out on tour, get him on radio and on TV. Capitol have a great track record here. They've done it forColdplay, forRadiohead, The Vines and, to a certain extent, Doves. As far as him being a multi-multi platinum star right from the off, it's unlikely, but there's nothing really to stop him working towards it now."
But marketers have reminded label bosses they’ll need to storming track to back up their campaign. ‘Can't Get You Out Of My Head' is credited with helping Kylie become a hit in the States and they reckon Robbie will need a similarly popular track to be big in the US.