Jennifer Back On Track
By MICHAEL PAOLETTA
Date: Saturday, February 19 2005
Jennifer Lopez titled her 2002 album "This Is Me . . . Then." Well, make no mistake, this is her . . . now.
"I took some time off last year, which was hard for me to do, as that's not really in my genes-it's not part of my makeup," Lopez tells Billboard. "There were times when my life was like a roller coaster ride, but as an artist, you need time for clarity."
So, Lopez did what she felt she needed to do. She took a good hard look at her life and career and decided that she had to rediscover "the same person I was before 'On the 6.' "
Lopez is, of course, referring to her multimillion-selling 1999 debut album. "I had to put things in perspective," she adds. "It was time to rejuvenate."
Welcome to the next phase in Lopez's colorful career, which encompasses music, film, perfume and fashion. Her new Epic album, the aptly titled "Rebirth," arrives March 1.
It will be available in two configurations: single CD and DualDisc. The video portion of the DualDisc includes a making-of-the-album documentary lensed by D.A. Pennebaker.
Internationally, "Rebirth" comes out one day earlier, while in Japan it streets Feb. 23. In these markets, the DualDisc will be replaced by a CD/DVD set.
Lopez says she could not have named the new album-her fourth studio set-anything else. "For me, the title is incredibly significant," she says.
"All you have to give, as an artist, are your experiences, your life," Lopez continues. "That's where it should come through-not through a silly tabloid. Sure, the media got out of hand these past couple of years. I'm an artist-that's what put me in the media in the first place. But I can't be a crazy, little girl anymore. It's time to put the spotlight back on my career."
TRUE GRIT
"Rebirth" is poised to do just that. Working with several songwriters and producers-including Rodney Jerkins, Rich Harrison, Fat Joe, Tim & Bob and her husband Marc Anthony-Lopez delivers a solid collection steeped in pop, hip-hop, Latin, funk and dance.
The album is a fine showcase for Lopez's voice, which has newfound power and grit.
"I've grown a lot since my first album," she says. "Vocally, I've become more confident. I record songs with a different attack-with a different vigor."
Also included are two songs co-penned by the singer: the funky "Cherry Pie" and the power ballad "(Can't Believe) This Is Me."
The latter track-originally written in Spanish (sung in English here)-will be featured on Lopez's first Spanish-language album, which she is working on with Anthony. Epic will release it in the fourth quarter.
Lopez's songs are handled by Nuyorican Publishing (BMI).
"Rebirth" is easily one of Sony BMG's major priorities of 2005. And the buzz surrounding this project could not be louder-or more intense.
Epic president Steve Barnett credits this to the quality of the album itself and to Lopez's work ethic.
"I know she's a celebrity, but she's the hardest-working superstar out there," Barnett says.
Epic VP/head of international marketing Brian Celler agrees. "Jennifer was very hands-on and involved with all the details for the early setup of this project."
In the months leading up to the album's release, the label hosted several listening sessions around the world. Lopez and album executive producer Cory Rooney attended each event.
"It was important for Jennifer to engage with those in the media who were hearing the new tracks for the first time," Barnett notes.
GETTING IT RIGHT
The artist's enthusiasm has had a positive effect. The album's lead single, "Get Right," and its accompanying video, are off to a strong start at radio and video channels, on the Internet and in the ringtones market.
Lopez-whose musical career is overseen by Simon Fields of Jennifer Lopez Enterprises (ICM represents her for films)-delivered the first live performance of "Get Right" Jan. 22 at the NRJ Awards, held during MIDEM, in Cannes.
"Get Right" was delivered to rhythmic and mainstream top 40 radio at the top of the year. In this issue, it holds at No. 15 on the Pop 100 chart and at No. 13 on The Billboard Hot 100. It ascends to No. 17 on the Rhythmic Top 40 chart.
In Canada and France, "Get Right" debuted in the top 25 and top 40, respectively; it is the sixth most-played track on radio in Japan. In the United Kingdom, the track has been added to Radio One.as been the most-streamed video at numerous Web sites, including Yahoo, MSN, VH1, Rolling Stone and MTV.
MTV will soon begin streaming the entire album, while Lopez will preview the set Feb. 28 at a "virtual in-store" on MSN.
"The Internet is very important for an artist like Jennifer," Epic senior VP of marketing Lee Stimmel notes. "It has both breadth and reach."
Equally important are cable networks like MTV, VH1, BET and Nickelodeon, all of which are playing the video.
Lopez has been omnipresent on MTV/MTV2, with appearances on "TRL" (with more to come), "Making the Video" and "Sucker Free Sundays." Additionally, "Get Right" is the network's No. 1 video, with heavy rotation on MTV outposts around the world.
BEYOND THE RUNWAY
On Feb. 24, MTV will debut Lopez's first fashion show/special, "Jennifer Lopez: Beyond the Runway." The behind-the-scenes show focuses on the artist's new fall clothing line.
"She is one of those artists that, when she comes through the door, you want to do a lot with her," MTV executive VP of music and talent programming Tom Calderone says. "And she is so dedicated to this album. She knows what it takes to launch an album around the world."
In addition to numerous TV appearances overseas, Lopez will be a guest on "Today" March 3, and she is taping a spot for the NBA.
Lopez and Anthony are scheduled to perform together Feb. 13 at the 47th annual Grammy Awards, marking their first such appearance since their marriage.
On March 1, she is expected to appear on "TRL," followed by an in-store at a major retailer in New York.
Yes, "she will remain busy," Epic's Stimmel notes. In addition to the album and its next single ("Hold You Down" featuring Fat Joe), Lopez the actress appears in "An Unfinished Life" (with Robert Redford) and "Monster-in-Law" (with Jane Fonda), both due this year.
Throughout her many endeavors, the artist deftly manages the Jennifer Lopez brand. "Everything I do-the music, the movies, the clothing, the perfume-is another creative way to express myself," she explains. "It's not really about why I do this or why I do that. This is just what I do."
?
It didn't flow for me or something. I don't know. There are a few standouts,
though!
and of course my second fav. J.Lo song...I, love.
And I remember Lindsey saying she was a J.Lo fan.
