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TV Guide, December 21, 2002
Going for a Song
By PAULA BERNSTEIN
Can't get "Rocket Man" out of your head? You're not the only one. Thanks to an unprecedented TV campaign for the new CD Elton John: Greatest Hits 1970-2002, the Crocodile Rocker's music has been all over prime time.
On CBS, John's "Tiny Dancer" was used to promote Presidio Med, while "Someone Saved My Life Tonight" plugged Hack. On USA, his tunes infiltrated Murder in Greenwich. On NBC, "The Bitch is Back" hyped Heather Locklear's appearance on Scubs and "Your Song" advertised Good Morning Miami; John himself even showed up on Will & Grace. And all because Universal Music Enterprises offered the networks John's classic songs at rock-bottom prices.
"Universal was interested in getting exposure [for the CD] and we wanted the music," says Ron Scalera, senior vice president of advertising and promotion for CBS. "It was a win-win situation." And an approach that's not uncommon: "Advertisers are looking for familiar music that touches an emotional chord," says Marty Olinick, senior vice president of licensing for BMG Music.
UME won't reveal what was paid in this instance, but music supervisors typically shell out between $1,000 and $20,000 a week, depending on the caliber of the artist.
"It's not unusual for music to be used in TV shows or promos," says UME president Bruce Resnikoff. "What's unusual is to have a single artist's music used on so many shows on so many networks at the same time."
The Elton John-athon will carry on, when his songs are heard on Six Feet Under and the upcoming WB sitcom The O'Keefes this spring. In the meantime, say "Hello" to Lionel Richie: "You'll hear his music in February when UME pushes his career retrospective, Encore. Anyone for "Dancing on the Ceiling?"
- Paula Bernstein
Copyright © 2002 TV Guide.
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