Catalog product

Motley Crue Tour means opportunity for new BMG catalog owner – Billboard

There was clearly gold to be mined from Dirtiness after Mötley Crüe’s band biography was adapted into a hit Netflix movie in March 2019. Now more glitter is on the way as BMG – which bought the band’s catalog last November – unveils plans for elevate metal legends even more in the years to come.

The deal covers Mötley Crüe’s nine studio releases between 1981 and 2008 and a catalog that has sold over 100 million copies worldwide, with nine platinum or better albums (including compilations) and 15 Top 20 Mainstream Rock Songs hit. It’s the biggest catalog acquisition on record in BMG’s history, though reports of a $150 million price tag are “overstated” according to company officials (sources say it’s was closer to $90 million). By any measure, though, it’s a formidable collection, and there’s even more rocket fuel behind it now that the Crüe is back in active service.

Abandoning a farewell tour that ended Dec. 31, 2015, the band kick off their COVID-delayed tour on Thursday, June 16 in Atlanta with Def Leppard, Poison and Joan Jett & the Blackhearts. In its wake, BMG is planning an extensive, multi-pronged campaign that will refresh the Crüe catalog for longtime fans and provide new entry points for new audiences engaged by Dirtiness movie and sequel Pam and Tommy Hulu mini-series about the relationship between drummer Tommy Lee and Pamela Anderson.

“Our goal is to make this catalog incredibly retrievable and in high demand,” Michael KatchkoBMG’s U.S. senior vice president of catalog records, says Billboard. “We seek to position Mötley Crüe in the same conversation as Aerosmith, AC/DC, Metallica. We want them to be in the same family – rightly so. They had the same kind of success.

Mötley Crüe bassist and bandleader Nikki Sixx adds via email during tour rehearsals, “To be considered a household name catalog is a great honor. And while we were obviously looking for the best deal, we couldn’t have found a better home for our catalog than BMG, which is a bona fide music company that understands catalog marketing better than anyone in the business. We’ve made a very conscious decision to partner with someone who has a genuine love and passion for Mötley Crüe’s 40-year-old work and who will nurture the catalog in a way that keeps its creative integrity intact for the years to come and so that many future generations will discover the group. ”

Discussions between BMG and Mötley Crüe began in the spring of 2021, according to the principals. The group, which released its first album too fast for love in 1981, owned his master recordings after a 1997 contract renegotiation with Elektra Records; since 2000, the group has released albums through its Mötley Crüe imprint, which is part of the Eleven Seven Label group created by the longtime manager Allen Kovac (now known as Better Noise Music). This, in turn, facilitated an easy sale to BMG once the deal was done.

“Whether it’s the Crüe Fest (tour) or Dirtiness book or Dirtiness movie, we consistently kept the brand there and expanded the group,” says Kovac. “We are very proud of the band for allowing us to do a lot of things that help them maintain their success.”

BMG was Mötley Crüe’s choice, meanwhile, due to the company’s emphasis on rock, including the catalogs of other heavyweights such as Black Sabbath, Iron Maiden, Scorpions, Motörhead and Dio, as well than other bands like the Kinks and Keith Richards. The company is renowned for its deluxe treatment of catalog titles and new releases, creating immersive, lavishly packaged sets reminiscent of the music-buying experience of Crüe’s heyday in the ’80s.

“BMG are great with these types of catalogs, and their team was really passionate about (Mötley Crüe),” says Chris Nilsson, president of 10th St. Entertainment. “People don’t just want vinyl that’s been available for years anymore. They want the vinyl and an exclusive T-shirt and a signed lithograph collector’s item. I think there are a lot of opportunities for this group to participate in this market, and BMG brings a lot of expertise and ability to do things that were really attractive to (the group).

Motley Crue
André Csillag/REX/Shutterstock

BMG’s Crüe campaign began quietly in February, when the band’s catalog was released digitally through the company’s distribution channels. Physical releases are planned for July, with a particular focus on what Kachko calls “the crucial Crüe”, the first five albums of too fast for love through Dr Feelgood in 1989, after which singer Vince Neil left the band for one album (1994’s Motley Crue). A Crucial Crüe box set containing these titles is also planned for the holiday season.

Along with this, there is a special fourth quarter coin to salute the 35th anniversary of Girls, girls, girls, which peaked at No. 2 on the Billboard 200 and was Crüe’s third consecutive quadruple-platinum release. Details on this will be announced later this summer or early fall.

Things will really kick off in 2023, which BMG plans to declare the Year of the Devil by commemorating the 40th anniversary of Mötley Crüe’s second album. shout to the devil. “We’re going to celebrate the album all year and really highlight this album,” Kachko said. The festivities will include a box set and other special releases, as well as a new video for the title track. The campaign will be promoted on the stadium tour dates. “So many people discovered the band through shout to the devil at the time – those videos, the tour with Ozzy (Osbourne),” Kachko notes. And it may well become a prototype for archive releases to follow.

“We’re lucky; they have a birthday almost every year,” Kachko says, “so in the next few years we want to celebrate each of these albums in a spectacular way. unreleased material, while Sixx and his Crüe pals contribute their two cents, plus, to the process.

“BMG is really collaborative,” says Sixx. “It gives us comfort to help them guide the story. Ultimately, BMG’s goal is the same as ours, which is to provide fans with the most incredible experience possible and the best value for their hard-earned money.

Motley Crue, 2014

John Bernard

Since the catalog deal also includes Mötley Crüe’s video vault, Kachko says BMG plans to roll them out in a variety of ways — especially online in spaces like TikTok, Instagram, and other media platforms. social, creating playlists and editorial articles that will explore the band’s history. and impact.

“Anywhere the band isn’t is where we’re going to be,” Kachko explains. “One thing about this band that’s really important to point out is that each album had a different look and feel. Thinking about shout to the devil. Think about Girls, girls, girls. Think about Dr Feelgood. The group looked different. The covers were different. Each had a completely different vibe. So we have the ability to create viewers and visual content unique to each album, so we want to celebrate each album in a very unique way, whether digitally or physically, in the coming year.

Kachko says BMG also plans to eventually remaster the Crüe catalog in Dolby Atmos, and the company hopes to bolster sync rights sales for the material. “’Kickstart My Heart’ is their #1 sync song. We get requests every couple of days,” Kachko says of the classic track, heard in the Battlefield 2042 game trailer and on Hockey Night in Canada. “Our goal is to dig a little deeper and have our team engage with our key contacts to work the catalog beyond their most syncable songs. That’s where the big wins will be. The Songs are also being remixed to make them more suitable for movie trailers in the future.

An active Crüe will undoubtedly help BMG’s cause. The band hasn’t indicated if they will stay together, touring or recording, beyond The Stadium Tour, but there is hope from many sides, including the label and concert promoters, that the journey will be repeated, at home and/or abroad. Kachko acknowledges that BMG plans to “enjoy the tour” and be ready for any demand that comes in its wake, while Sixx promises the band will do their part to generate interest and attract fans old and new to the tour. catalog.

“It will be everything you expect from a Mötley Crüe show and more,” he says. “It will be breathtaking, above. There will be many hits and some surprises. New audiences come to experience the same good time their parents came to see us decades ago and the band has always been known for. There’s nothing in the world that can compare to the real, raw, first-hand experience that is a live Mötley Crüe show…and playing stadiums really allows you to take the show to a new level. different, creatively.