HOLLYWOOD - In releasing Joni Mitchell's "The Hissing Of Summer Lawns" this week, Elektra/Asylum Records brings to the marketplace an important new work from one of the most important female artists of the 1970's. "Summer Lawns" is Ms. Mitchell's first studio album in almost two years. With the new Asylum release slated nationally, the label has planned a major sales, merchandising, advertising and promotion program in support of the release.
"The Hissing Of Summer Lawns" is the first collection of new Mitchell material since "Court And Spark" was released in early 1974. "Court And Spark" reached the number one position on all the trade charts and earned both gold and later platinum status. Recorded in L.A., the new album features superb studio artistry by members of the L.A. Express, The Crusaders, James Taylor, David Crosby, Graham Nash and jazz greats Bud Shank and Victor Feldman. Joni plays guitar, piano and synthesizers, and, in keeping with a tradition established on her previous LP releases, has designed the cover artwork on "Summer Lawns."
Merchandising plans for the new Mitchell release include five-color displays comprising a mounted, "back-to-back" poster, a standard paper poster, and other sales tools. Extensive cooperative print advertising is being scheduled in conjunction with major retail outlets.
Additionally, AM and FM format radio spots have been recorded and are being placed on key stations nationally. Consumer and trade advertising will also be extensive.
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