From there, it was slated to take off in European and Australian markets where Christmas was largely celebrated. To this mission, they started in Japan without a snowflake in sight. Initially, the plan was to promote “All I Want for Christmas is You” internationally, never intending to push it on an American audience back home. In order to sell a studio album full of ten tracks, there needed to be one lead single to spur it all. Still, the project was finished and the wheels were in motion. “It seemed a little premature,” Carey told The LA Times‘ Jody Rosen in 2020. Essentially, this type of marketing move was not just years ahead of the typical game plan, but a step backwards in regard to where her career was going. Just 25-years-old at the time of recording, Carey was crossing over from R&B ballad belter to pop sensation. Photo by Rick Maiman/Sygma via Getty Images Historically, Christmas albums were reserved for legacy acts appealing to adult audiences pining for the past. In hindsight, the timing was odd in a number of ways. Backed by a label still looking to sell Illmatic, Mariah Carey released “All I Want for Christmas is You” as the first single off of her fourth studio album overseas, days before trick or treating even started. 29, 1994, spooky season was upon America much more than visions of Santa Claus.Īcross the pond, Mariah Carey was working months ahead towards December - as was Columbia Records, the label where she would go on to produce 9 multi-platinum albums. So, what was the marketing plan behind a song that’s since earned over $60 million in royalties alone? Boardroom breaks down the business and the brilliance. Now in 2022, “All I Want for Christmas is You” sits atop the Billboard Hot 100 yet again. In the ’00s, the Christmas classic went double-platinum as a ringtone. In the ’90s, “All I Want for Christmas is You” sold more physical CD singles than any song put out by Britney Spears, N*SYNC, or the Spice Girls. Since the song’s release only a year before Dua Lipa was born, Mariah’s melted hearts in both hemispheres across multiple generations. Much like a snowball rolling down hill, the Carey classic has only gotten bigger over time. Unbeknownst to the singer during the summer of ’94, the song would be inspired by the season of giving – and is still giving today. Mariah Carey – singer, songwriter, and apparently a method actress – put on It’s a Wonderful Life and accomplished the tall order of writing a Yuletide classic in one day – in the middle of August.
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