Publication: St. Paul Pioneer Press [US]
Date: November 12, 1996
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Title: "Tonight's Exclusive Bash Celebrates the Release of the Long-Awaited Three-Disc 'Emancipation' Set to the World, Via Satellite"
Written By: Jim Walsh

When the artist formerly known as Prince takes the stage at Paisley Park tonight at 11, it will be the mysterious Minneapolis superstar's highest-profile showcase since he threw "The Beautiful Experience" bash at Paisley in conjunction with the NBA All-Star Game in February 1994.

But unlike that invitation-only party, which attracted such luminaries as Magic Johnson, David Robinson, Tony Robbins, Salt-N-Pepa and Soul Asylum, tonight's audience figures to be considerably larger. Like, the world.

The concert, to celebrate TAFKAP's release from his Warner Bros. Record's contract and his forthcoming three-CD set "Emancipation" (due in stores one week from today) is a by-invitation-only affair for friends, fans and press, including representatives from The New York Times, Los Angeles Times, Vibe, Rolling Stone, Entertainment Weekly, Us, Time, Billboard, Interview and Details.

But the concert also will be broadcast live via satellite, in keeping with the former Prince's longtime desire -- which he articulated in a 1995 British television interview -- to cut out the middle man: "In 1999, we'll be free and we can sell the music directly to the consumer. And we can give it away if we want."

"The show will be broadcast on any (television or radio) networks that want to, because it will be made available via satellite. But it's not an exclusive to anyone," said Maureen Coakley, publicist for EMI, the musician's new distribution company.

"In keeping with the whole theme of `Emancipation,' he just wants it to be available. MTV and VH1 will be there, broadcasting from Paisley Park, butthey're not going to get anything additional. They'll also just pick up on the satellite feed."

Those with Internet capabilities will be able to access the performance in its entirety by logging on to the former Prince's website, The Dawn (www.the dawn.com). According to Coakley, the four-song showcase (and perhaps more) will be preceded by the world premiere of the video to TAFKAP's first single from "Emancipation," a cover of the Stylistic's soul chestnut, "Betcha By Golly, Wow."

Of the clip, which was directed by TAFKAP and filmed at Paisley Park last week, Coakley said, "He thinks it's his most colorful video since (1985's) `Raspberry Beret.' It's interesting. It's real positive. It's got 50 dancers in it, and Dominique Dawes from the U.S. Olympic (gymnastics) team is in it."

Today begins what Coakley characterizes as EMI's biggest marketing and promotion campaign ever. Bus-shelter ads with the ex-Prince symbol and the word "Emancipation" already have sprung up.

On Nov. 19, when America Online subscribers log onto their computers, the screen will read, "Emancipation Day." The former Prince traveled to Japan to meet with journalists, retailers and broadcasters two weeks ago. And he taped an interview with Oprah Winfrey last week at Paisley Park -- which, along with a performance, will air Nov. 21.

He will headline the annual Smash Hits poll-winners' party at London Arena, which will be broadcast live on BBC1, on Dec. 1. And next year, there are plans afoot for a worldwide tour.

But beyond all the hype, how's the music?

"It's really good," Coakley said. "We had a few journalists here in New York up to hear it, and the buzz from that was that a lot of people were really impressed, and thought it sounded like old-school Prince, and sounded a lot better than stuff he's released in recent years.

"A lot of people here (at EMI) are big fans, certainly the president of the label and on down. I mean, they really feel secure that this is his best material in years. Everyone thinks that he's a huge talent, and because of lack of marketing, that he hasn't reached his potential. So with this big campaign, it's really putting him back to where he was."

No matter how good the grooves, or how aggressive the game plan, EMI has a monumental task at hand. While the former Prince's hardcore fans have remained loyal, and musicians almost uniformly respect his work, much of the world sees him as a sex-obsessed kook who changed his name to a symbol, wrote "Slave" on his face, and who now wishes to be referred to as "The Artist."

Indeed, it may take more than a good record -- not to mention a good marketing plan -- to get people talking about the music again.

"He's an enigma. That's part of why he's fabulous, right?" said Coakley.