Tuesday, April 29, 2008

LEGEND SEEKING AD SAVVY FOR NEW ALBUM


R&B singer John Legend is seeking non-traditional advertisers to power his upcoming as-yet-untitled album, slated for September.

Legend recently previewed eight new songs for Billboard at New York's Legacy studios and reported he is meeting with several advertising firms to discuss new promotional strategies for his forthcoming LP.

"I want to go beyond what the label machine always does and think of some cool ideas," said Legend, who declined to name the ad agencies he's meeting with. "Labels get into a creative rut. I want an ad firm that launches other products to use their knowledge to launch my music. It'd be cool to get ideas from a firm that can still reach my marketplace. We're taking proposals now."

As for the music, Legend replaced his usual live instruments with sampled drums and futuristic synthesizers. The tracks sound much more mainstream than his 2004 debut, "Get Lifted," and 2006 follow-up, "Once Again."

"The last record was mellower," says Legend. "The production this time is a little more up-tempo and more pop sounding than the last one."

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