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CBS Records Canada experienced a major success centred around the Canadian debut of CBS recording artist Elvis Costello. Costello appeared at the El Mocambo in Toronto for two days, March 6-7.
Prior to the appearance CBS mounted a major promotional campaign at the retail level. Ontario Columbia promotion rep Graham Thorpe and Ontario marketing director Bud Borkovec made the rounds of retailers in the downtown Toronto market handing out T shirts reading “Elvis who?” and fake glasses/noses to the staff at the stores. Two weeks later, on March 4, Thorpe and Borkovec returned to the stores, and for all staff wearing both the T-shirt and the glasses/noses combination, the CBS reps handed out albums by Costello and Eddie Money. In addition, names of the winners were taken for a future draw, with the grand winner to be given 20 albums from CBS.
CBS Canada has advised RPM that Costello’s debut album, titled My Aim Is True has achieved gold status in Canada with sales in excess of 50,000 units. This marks the first country in which the album has achieved gold, and its success is largely founded on the basis of its strength in the Toronto market. The album is a debut for Costello, who is now achieving star status worldwide. It features highly original material, a driving, rough-edged sound and sophisticated rock & roll music and lyrics.
The Toronto appearance further established Costello in the Toronto market. Over the course of the two days approximately 2,000 were turned away from the door, many of whom arrived hours before the show. Costello performed one hour-long show each night with an opening act appearance by Toronto singer-songwriter Keith McKie.
The Monday night performance was recorded by Toronto’s CHUM-FM for rebroadcast both on the following night and on the weekend. That performance featured Costello and his band playing a number of songs from his current album, as well as material from an upcoming second CBS album release. Joining him for his encore on the 6th was Nick Lowe his producer and an artist in this own right, who sang several songs.
The recording and live broadcast have resulted in the production by CBS of a special promotional record for radio use only. The album will feature excerpts from Costello’s live performance at the Toronto date.
CBS is also planning release, early in April, of Costello’s second album, titled This Year’s Model. Slated for release around the same time will be a CBS debut by Lowe titled Pure Pop For The Now People.
On the strength of the El Mocambo dates and album sales in the Toronto market, and in support of the new album upcoming tentative plans for a return to Toronto in concert at Massey Hall were announced immediately following the debut performance.
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