Lose a Label, Get a Hit

5 Sept 1998
Written by Mike Pattenden

Courtesy of B. Gross

Some would say that to lose one label is unfortunate and to lose two is downright careless, but The Beautiful South appear to find themselves in a better position than ever as they prepare to release their first material on Mercury.

Their new single Perfect Ten will appear on their third label in 18 months when it is released on September 21. After the best part of a decade with Go! Discs, they spent a 17-month stint with A&M, which was cut short by that label's closure in June. Yet both band and label are adamant the upheavals have had no repercussions on the music.

Mercury general manager Jonathan Green points out that A&M had yet to work on a full campaign. "In reality, the band had put out a couple of singles with A&M after Blue Is The Colour had already come out.

"Although the new album was virtually finished bar mixing, we've come into the frame right at the beginning of this campaign and we're totally committed to making it a huge success this Christmas. A Rolls Royce is a Rolls Royce whatever garage you park it in."

Likewise manager Phil Cass has been keen to make the transition as smooth as possible. "It hasn't upset the band because they don't really get too closely involved with record labels now. No one keeps tabs on them A&R-wise, they just get on with it. It was apparent, however, reading between the lines, that there were problems looming at A&M. We were advised to talk to Mercury and found them full of ideas and enthusiasm for the record."

Even though Mercury represents another fresh start, many familiar people are still involved with the band, offering considerable continuity behind the scenes. Among the former Go! Discs employees who are still working with the act are Mercury product manager Fergus Denham and the band's independent PR Pippa Dann at Monkey Business.

Meanwhile, former marketing manager Tony Crean has been retained as marketing consultant (with the blessing of Independiente, where he is marketing director). It was Crean who came up with the concept for the Blue Is The Colour campaign with its customised Beautiful South pubs and something equally impressive is promised again this time for the album Quench, due for release on October 12.

That the business upheavals have not affected the band's creativity is reflected in the overwhelming response to Perfect Ten. Radio has leapt at the single, with Radio One last week playlisting it five weeks ahead of release, just days after it was cut. Cass says that Chris Evans said it was the best thing he had heard in six months and has immediately invited them onto the new TFI Friday series.

It's easy to see why. Perfect Ten is classic Beautiful South, with singers Jacqueline Abbott and Paul Heaton swapping comments about their respective sizes. They are lyrics which should strike a chord with listeners and, with former label mate Paul Weller adding some deft guitar touches, they could give the band their first number one since 1992's A Little Time.

The song also hints at the upbeat tempo of much of the new album. After two downbeat, ballad-heavy albums The Beautiful South have switched direction and put a soulful strut in their step.

Heaton says, "A couple of things influenced the way the album turned out. Lyrically I was feeling more content than I had been in a while, and the band spent much more time rehearsing and working on backing tracks this time. When I came back with the lyrics, there was a wider range of sounds and beats to work with."

Recording took place during the summer at Whitfield studios in London and Peter Gabriel's Real World with their long-standing producer John Kelly. But another significant factor in the sound is the role played by former Housemartin band colleague Norman Cook (aka Fatboy Slim), who was drafted in as rhythm consultant to work on a number tracks when there was a question mark over Kelly's availability (in the end, Kelly worked on the project from the start).

Heaton says, "I think Norman made a real difference. In the past we've ended up slowing quicker songs down because they don't sound right when we play them fast. Norman came in and simplified the beats.

"We didn't want it to sound as if we were attempting to go dancey, though he did add a couple of loops. But most of it was just him shaping the bass and drums, stripping down the guitar."

Cook heard the demos and helped out in the studio, paying particular attention to the rhythm tracks. "If you're expecting big beat, you're going to be disappointed," he says. "I spent a couple of days in rehearsal in Hull with the band. Now I'm late with my own album (due out in October)!"

The end result of these efforts is an album which will surprise many people. Tne feature which is as consistent as ever, however, is Heaton's skill as a lyricist. Songs like The Slide and Big Coin, Little Coin demonstrate that he is at his peak as a songwriter.

Mercury's Jonathan Green says, "Having lived with the record I think it's stunning. I think Paul is one of the best writers of his generation and I think his stuff will be revered like Ray Davies is now."

The band embark on a 12-date UK tour on October 12 to coincide with the album's release. The early signs already suggest that it will match the success of the 1.6m-selling chart-topper Blue Is The Colour.

Act: The Beautiful South Project: single/ album
Label: Mercury
Songwriters: Heaton/ Rotheray
Producer: John Kelly
Studios: Real World/Whitfield
Publishing: Island Music
Released: September 21/October 12

"If you're expecting big beat, you're going to be disappointed" - Norman Cook