[Chapter 14: Two Images]
"I don't care how you do it! Get me every contact you know in the media. I want this kid on every TV, newspaper, magazine and radio station in New York tomorrow! Chicago, Los Angeles, Boston -- start a media blitz in every major city!"
"Okay, sir. I'll draft the press release right now!"
"Go, go, go! Move!"
Orlando stood outside the CEO's office on the top floor of Warner Bros. Records' New York headquarters. Frank had just knocked; the door had swung open to the CEO's thunderous voice inside and the chorus of his subordinates responding.
Before Orlando and the others could say anything, Gray had already walked over with a grin. "Oh, look who's here! Look, our hot new guy!"
Compared with the reserved attitude Gray had shown at the contract signing, he was a different person now.
---
On the way over, Frank had already told Orlando why Warner's tone would improve. His single, Old Town Road, had been released at noon yesterday. By noon today it had been on sale for exactly twenty-four hours -- and the first-day numbers had come in.
"Warner pressed 500,000 copies for the initial run," Frank had said in the elevator. "I don't have full regional data, but I know people in New York. The latest I got was that, just in the New York area, 40,000 copies were sold yesterday and today combined."
"Forty thousand? Is that a lot or a little? I've seen MJ sell millions," Orlando said.
"Hey, kid, you're thinking big. That is MJ. And that's only New York; I don't have the rest of the numbers," Frank replied.
"That actually sounds pretty good, then," Orlando said.
"It's more than pretty good -- for a newcomer, that's excellent," Frank said. "So I'm guessing Warner's PR team called you in because something good was coming. If I'm right, you're about to become a real star."
"I was walking down the street today and nobody paid me any attention..." Orlando murmured.
"That's because Warner's publicity machine hasn't fully kicked in yet. I think they wanted to see the first-day reaction; right now it looks very promising. Trust me, when Gray Morris sees you next time he won't be acting like he did at the signing."
---
Frank's guess proved correct.
Looking at Gray Morris's beaming face, Orlando realized his status had shifted. Things would no longer be the same.
"Mr. Morris, good afternoon," Orlando said.
"Afternoon!" Gray replied.
After a brief exchange, Gray explained why he had called Orlando in. ABC's Good Morning America had offered Orlando an appearance.
Good Morning America mixed news, interviews, weather and human-interest stories. It usually placed second in the morning ratings to NBC's Today Show, except in the 1980s and the early-to-mid 1990s, when the pairing of Charles Gibson and Joan Lunden briefly helped Good Morning America overtake its rival. Lately, Good Morning America had been the top show in the morning block.
"GMA has two hosts, Charles Gibson and Joan Lunden," Gray warned. "Gibson likes to pull guests into serious social topics, so be careful. Try not to state anything too definitive."
He outlined the plan. Orlando would get ten minutes total -- perform first, then be interviewed. During the interview, if a question got tricky, Orlando should redirect the topic; Joan Lunden would look out for him.
Gray paused, as if waiting for Orlando to ask why Joan would cover for him. Orlando already suspected the reason: Joan had personally sent the invitation. Gray guessed the call came because of Daisy Cuomo -- Joan and Daisy were good friends. Daisy hadn't told Orlando she'd arranged it, so he didn't know for sure, but it fit.
"Why?" Orlando asked.
"Because Joan invited you. She's the soul of the show, so you don't have to worry," Gray said with a smile.
"What will they ask about?" Orlando wanted to know.
"I can't say exactly. Stuff like unemployment, crime, international relations -- the usual. They've been hammering on the African child relief angle for weeks, the charity and poverty and environmental stuff. You can endorse their fundraising efforts if you want -- that kind of safe, charitable response won't affect your political position."
"Political position? Am I supposed to state that now?" Orlando sounded worried.
"Not now. In fact, it's best if you never clearly state one," Gray said. "You're a star -- every word matters. If you choose a friend, you choose an enemy. Remember this. Don't take sides; it's the smartest move. That way neither side wants to hate you."
He looked Orlando up and down and smiled. "Trust me, with that look, the girls will go crazy for you." Gray was clearly pleased with Orlando's jacket, shirt and jeans.
It matched what Warner's sales reported: a lot of women were buying Orlando's record -- some were even buying it for his poster. With that image, Gray thought Orlando would also be bankable in movies. He could sing, write, and, for now, people liked the music he put out.
"Besides Good Morning America," Gray continued, "the other reason we brought you in today was to discuss your publicity strategy."
"What's the issue?" Orlando asked.
"It concerns your next promotional plan. Frank, you take it from here." Gray nodded at the manager, who had already been briefed.
Frank explained, "We've designed two PR directions for you."
"For example?" Orlando asked.
"The first is closer to your real image -- yuppie. You know the type: stylish, individualistic, anti-mainstream, multi-talented and a bit of a charmer."
"And the second?"
"The second is the American sweetheart. Don't look at me like that -- who says a sweetheart has to be female? We'd craft you as the well-mannered, gifted musician, modest and conservative but sunny and wholesome -- the kind of good kid everyone liked."
"What's the difference between the two? Which do you think suits me better?" Orlando asked.
Gray smiled. "Both styles suit you. The difference is that first one fits your current image. The second one requires us to strictly control your public image, limit the number of your commercial performances, and reduce your commercial announcements. Otherwise, it won't fit your image. However, this image will help you sell more records and avoid criticism."
"The yuppie image doesn't come with those restraints, and it tends to be more popular with younger women," Frank added.
*****
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