Classics: Air Supply and Kenny G

Selling Arista to Bertelsmann

In 1979, Clive Davis facilitated the sale of Arista Records to Bertelsmann AG, a German media powerhouse, for approximately $50 million. This transition marked a pivotal moment for the label, enabling it to secure a stable foundation during a turbulent time in its parent company, Columbia Pictures. Davis, who had championed Arista’s growth, identified Bertelsmann as an ideal partner due to the company’s eagerness to expand its presence in the U.S. music market and its appreciation for artist-driven music.

Transitioning from Barry Manilow’s Dominance

By the late 1970s, Barry Manilow’s remarkable run of hits began to wane, posing challenges for Arista, which relied heavily on his success. Clive Davis recognized the need to diversify the label’s portfolio and secure a new wave of talent. This period of uncertainty set the stage for a transformative decade, with Davis leading the charge to solidify Arista’s position as a dominant force in the music industry.

Air Supply: Crafting Global Hits

Air Supply emerged as one of Davis’s pivotal successes in the 1980s. After hearing the Australian duo’s “Lost in Love,” Davis recognized its potential and secured the rights to the song. He oversaw enhancements to the production, transforming the track into a polished radio hit. Under Davis’s guidance, Air Supply’s subsequent singles, such as “All Out of Love” and “Every Woman in the World,” climbed the charts, while Davis himself contributed to the rewriting of lyrics for “All Out of Love.”

 

This partnership was a masterclass in artist development. Davis ensured the band’s albums featured a balance of Graham Russell’s compositions and curated outside hits. By 1983, their Greatest Hits album, featuring the Jim Steinman-produced single “Making Love Out of Nothing at All,” sold over 5 million copies, cementing their legacy.

Kenny G: Elevating Instrumental Pop

Kenny G’s journey with Clive Davis began in the early 1980s when Davis identified his potential as a standout performer in Jeff Lorber’s jazz-fusion group. Davis encouraged Kenny G to expand his sound, incorporating R&B and contemporary pop elements, leading to the platinum-certified albums G Force (1984) and Gravity (1985).

 

The turning point came with Duotones (1986), featuring the breakout single “Songbird.” Davis personally championed the track, crafting a campaign that persuaded radio programmers to take a chance on the instrumental. The song’s success propelled Duotones to quintuple-platinum status, solidifying Kenny G as a crossover sensation.

Classics in the Key of G: Reinventing an Artist

As Kenny G’s original material reached its commercial peak, Davis proposed a shift to reinterpretation. The resulting album, Classics in the Key of G (1999), featured Kenny’s signature takes on timeless songs, including a posthumous “duet” with Louis Armstrong on “What a Wonderful World.” While the album achieved platinum status, it also marked the beginning of creative tensions between Davis and Kenny G, as the artist yearned to return to his earlier formula. Despite parting ways professionally, Davis maintained admiration for their shared accomplishments.

The Legacy of Collaboration

Clive Davis’s ability to guide artists like Air Supply and Kenny G showcased his mastery of both instinct and strategy. He recognized potential, nurtured talent, and adapted to changing trends, ensuring that Arista’s roster thrived across decades. Through calculated risks and unwavering support, Davis turned unlikely projects into cultural milestones.

Facts from the Narrative

  1. Bertelsmann Partnership: Clive Davis orchestrated the sale of Arista Records to Bertelsmann AG in 1979, ensuring the label’s long-term stability and growth.

  2. Air Supply’s Success: Under Davis’s leadership, Air Supply produced multiple Top 5 hits and sold millions of albums, with Davis co-writing revised lyrics for “All Out of Love.”

  3. Kenny G’s Breakthrough: Davis transformed Kenny G from a jazz-fusion saxophonist into a global phenomenon, culminating in the quintuple-platinum Duotones and the iconic single “Songbird.”

  4. Innovative Strategies: Davis’s approach, including personal appeals to radio programmers, redefined how instrumental music could achieve mainstream success.

  5. Adaptability: Albums like Classics in the Key of G demonstrated Davis’s ability to evolve artist strategies to sustain their commercial relevance.

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