Santana

Clive Davis and the Santana Renaissance: A Supernatural Success

In 1999, the release of Carlos Santana’s Supernatural became the crowning achievement of Arista Records in the 1990s, representing both a professional and personal triumph for Clive Davis. The album marked a remarkable comeback for Santana, an artist Davis originally signed to Columbia Records in 1968. During their early years together, Santana delivered iconic hits like “Evil Ways,” “Black Magic Woman,” and “Oye Como Va,” cementing his legacy with a legendary performance at Woodstock. However, after Davis left Columbia in 1973, Santana’s career became erratic, veering between experimental music and unsuccessful attempts to recapture his early popularity.

 

Despite the fluctuations in Santana’s career, he remained a revered guitarist, standing alongside Eric Clapton, Jimmy Page, and Jeff Beck. His induction into the Rock and Roll Hall of Fame in 1998 affirmed his lasting influence. Davis, although disconnected from Santana for decades, never lost sight of his former protégé. This mutual awareness set the stage for their reunion.

The Spark of Revival

The reconnection began in 1997, when Santana invited Davis to a concert at Radio City Music Hall. Witnessing Santana’s electrifying performance, Davis noted the artist’s timeless talent and the diverse, multi-generational audience. A subsequent meeting in Los Angeles revealed Santana’s desire to reclaim contemporary relevance. Santana’s motivations were deeply personal; he wanted his children to hear his music on the radio, beyond oldies stations. His vision extended to blending his spiritual message with contemporary music to reach a new audience.

 

Davis responded with a clear, two-pronged strategy for a new album: half would feature Santana’s original material, while the other half would pair him with contemporary artists and songwriters to produce radio-friendly hits. Santana embraced the plan wholeheartedly, agreeing to collaborate with modern stars while maintaining his artistic authenticity.

Assembling the Magic of Supernatural

Davis’s reputation and industry connections enabled him to gather a stellar lineup of collaborators for Supernatural. Highlights included:

 

  • Lauryn Hill: Collaborated with Santana on “Do You Like the Way,” showcasing her cutting-edge appeal.
  • Wyclef Jean: Penned and co-produced “Maria Maria,” a chart-topping hit featuring the Product G&B.
  • Rob Thomas: Co-wrote and sang the breakout hit “Smooth,” navigating intricate negotiations with Matchbox Twenty’s label to secure his participation.
  • Dave Matthews: Co-wrote “Love of My Life” with Santana, drawing from a shared admiration.
  • Eric Clapton: Collaborated on the closing track, “The Calling,” after being inspired by Santana’s Grammy performance.
  • Everlast and Eagle-Eye Cherry: Contributed to the album’s diverse and contemporary sound.

 

Davis meticulously oversaw the project to ensure cohesiveness despite the varied contributors. Santana’s iconic guitar sound served as the unifying thread, while Davis’s promotional strategies built momentum for the album’s release.

The Rise of a Phenomenon

Supernatural debuted respectably at No. 19 on the charts, but its true ascent began when “Smooth” became a radio sensation. Davis and his team’s relentless promotion, paired with Santana’s active participation, turned the album into a cultural phenomenon. By October 1999, it had reached No. 1, where it stayed for 12 consecutive weeks. Tracks like “Smooth” and “Maria Maria” dominated airwaves, and Santana became a symbol of artistic resurgence.

An Unprecedented Triumph

Supernatural shattered expectations, selling over 15 million copies in the U.S. and 27 million worldwide. At the 2000 Grammy Awards, the album won 10 awards, including Album of the Year, Record of the Year, and Song of the Year. Davis, as co-producer, earned two Grammys and shared a triumphant moment with Santana on stage. The album’s success reaffirmed the enduring power of music to bridge generations and cultures, a testament to Davis’s vision and Santana’s talent.

Legacy and Celebration

The release of Supernatural coincided with Arista Records’ 25th anniversary in 1999. The milestone was celebrated with a star-studded concert at the Shrine Auditorium in 2000, featuring performances from Barry Manilow, Sarah McLachlan, Whitney Houston, and Santana himself. For Davis, the event symbolized both the culmination of a remarkable chapter in his career and the dawn of new challenges.

Facts About Clive Davis from the Narrative

  1. Longstanding Relationship with Santana: Davis signed Carlos Santana to Columbia Records in 1968, fostering a career-defining relationship that spanned decades.

  2. Vision for Artistic Longevity: Davis’s blueprint for Supernatural balanced Santana’s authenticity with contemporary collaborations, demonstrating his ability to rejuvenate careers.

  3. Strategic Collaboration: Leveraged his industry network to involve artists like Lauryn Hill, Rob Thomas, and Wyclef Jean, aligning Santana’s music with current trends.

  4. Promotion Expertise: Davis and his team relentlessly promoted Supernatural, overcoming radio resistance to Santana’s age and ensuring the album’s breakthrough success.

  5. Grammy-Winning Production: Davis’s co-production of Supernatural earned him two Grammys, further solidifying his reputation as a music industry titan.

  6. Impact on Arista’s Legacy: Supernatural became a centerpiece of Arista Records’ 25th-anniversary celebrations, highlighting Davis’s transformative leadership of the label.

  7. Commitment to Artist Development: Davis’s approach underscored his dedication to fostering long-term artist success, as evidenced by Santana’s unprecedented comeback.

 

 

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