September 23, 2019

Ray Stevens: The Road to the Country Music Hall of Fame, Part Twenty...

Welcome back to the mini-blog series I've been writing...focusing on the career path of Ray Stevens and why he's long been deserving of election to the Country Music Hall of Fame...an honor that at long last came along this past March with the formal induction to take place next month (October 2019). In part nineteen I left off in the final months of 1997...and so here we are in early 1998. The release of compilation projects that record labels were issuing on Ray Stevens peaked in this time period. The CD had been around for more than a decade but not every artist's catalog had become available in CD format...and throughout most of the 1990s as if to make up for lost time a wide array of CD's came along keeping Ray's music in print. It was also in this time period that Ray had long since become something of a music video mogul and had racked up millions in VHS sales. The titles available on VHS from Ray Stevens in 1998 were: Amazing Rolling Revue (1992), Comedy Video Classics (1992), Ray Stevens Live! (1993), More Ray Stevens Live! (1993), Get Serious! (1995), the behind-the-scenes documentary Ray Stevens Made a Movie?? Get Serious!! (1995), and the compilation, Latest and Greatest (1996). Varese Sarabande, an Independent record label, had previously re-issued a couple of Ray's vinyl albums in CD format...in 1998 the label unleashed The Country Hits Collection. Now, for me, this was another goldmine...I was slowly adding CD to my music consumption but still had no vinyl in my collection...and almost all of the songs on this CD were vinyl exclusives at that point in time. Some of the songs on this CD are: "Losin' Streak", "Sunshine", "Young Love", "Easy Loving", "Deep Purple", and something that was originally only found as a B-side on a vinyl single, "Piece of Paradise". I believe that this 1998 CD remains the only place you can find "Piece of Paradise" on CD. It may have been digitally re-issued in Mp3 format but I don't actively pursue Mp3's if there's a physical CD available for purchase...so my knowledge of Mp3 availability of a lot of Ray Stevens material is lacking as a result.

The 1998 compilation comes complete with a fold-out booklet of liner notes/essay and a number of rare photos, at the time, but most of those photos have since been uploaded onto the internet. Ray returned to the concert stage in October for a series of concerts at The Acuff Theater located in the Opryland complex. His appearances at the venue were promoted and featured as commercials on radio broadcasts of The Grand Ole Opry.

In the spring of 1999 near-tragedy struck...country music's premier humorist/funnyman Ray Stevens was diagnosed with the all too serious subject of Prostate Cancer. The disease was caught extremely early...and Ray credits the early discovery, of course, as the reason he ultimately beat the disease...and although it's been said by various experts down through the years that this form of cancer is one of the easily beatable and easily detected through PSA testing it nevertheless is a form of cancer...and the C word is serious business no matter how 'preventable', 'curable', or 'beatable' a form of it might be. I say all of that because, believe it or not, some cynical no-name questioned the seriousness of this type of cancer in a rambling post I came across several years ago. The remark, which I came across a couple of years ago, has remained in my collective memory due to Ray having to deal with the disease in the first half of 1999. The diagnosis, therapy, recovery and everything else involved with cancer meant that the series of summer concerts scheduled at The Acuff Theater were canceled. He beat the cancer and set about planning his next series of concerts at The Acuff Theater. His final appearances at the venue were in December of 1999 during Christmas-themed concerts built around his 1997 Christmas Through a Different Window release. As a member of his former fan club we were mailed exclusive Christmas cards...and during his appearances at The Acuff Theater in the Christmas months of 1998 and 1999 the cards doubled as advertisements. I was a member of his fan club from 1994 until it closed in 2002. It had been in operation since 1987.

Clyde Records issued a brand new VHS on Ray in 2000 titled Funniest Video Characters. This collection of music videos mirrors Comedy Video Classics in that it features eight music videos and the packaging is nearly identical as far as letter fonts, etc. and it features a mix of all-new music videos and a couple previously released. This latest VHS was unique in that it opens and closes with a two part video while six additional music videos are sandwiched between. "The Ballad of the Blue Cyclone, Part One" opens the collection while "The Ballad of the Blue Cyclone, Part Two" closes the collection. In between those two music videos: "Virgil and the Moonshot" (1997), "Juanita and the Kids", "Too Drunk to Fish" (1997), "The Haircut Song", "The Pirate Song", and "Freddie Feelgood". The role of the Blue Cyclone was portrayed by Buddy Kalb...also visible in many other music videos from Ray Stevens. Although this collection mirrored Comedy Video Classics aesthetically it didn't have the same economic results simply due to it being a victim of changing trends and times. Advertising rates on cable television had skyrocketed since 1992...and so this VHS wasn't heavily advertised through direct marketing as several of his previous VHS releases had been. I don't think it was ever released/distributed in retail stores...I hadn't come across any Billboard Video chart showing Funniest Video Characters listed among the top selling titles...so that has me thinking it was only available through limited direct marketing and through his fan club store.

This is all my opinion but upon the explosive success of the direct marketing boom, by the mid 1990s, someone got the bright idea to raise advertising costs and with so many late night television ads consisting of commercials for everything from car wax to oldies music as well as ads running through daytime hours for music collections "not sold in stores" the cable television companies, collectively, wanted an even bigger profit given how popular direct marketing had suddenly become. This desire for bigger profits led to less products being offered...the rise in advertising rates impacted the profitability of the actual products advertised...so direct marketing became a high risk...and one by one direct marketing lost a lot of it's impact as far as television exposure was concerned because the companies that offered the products didn't want to spend more money in advertising costs with the possibility of profit loss on their end. If you spend more on advertising but don't turn a profit it's a no-win situation. The rise of the internet also played a factor, too. On the recording front Ray had since left MCA Records following the release of several products (two albums as well as their retail distribution of his Get Serious! VHS) but he nevertheless continued on recording and unleashed a new album, Ear Candy, on his own Clyde Records label. The album cover shows Ray with a candy cane shoved through one side of his ear and out the other. This album features ten songs...several of them shown up in a future album from Ray while one in particular, "No Lawyers in Heaven", became a monster hit in the Bluegrass format more than 10 years later for Charlie Sizemore. Ray didn't happen to be the song's publisher, unfortunately, and so he didn't reap the rewards for the song once it became a hit...but Ray happened to be among the first to record the song...if not thee first to record it. One of the songs that Ray has often included in his concerts originated on this 2000 album. "Safe at Home", an ode to small town America within the recollections of a baseball game, became a very popular song in concert for Ray...in the latter half of the decade...but I'm jumping ahead 10 years, aren't I?

In my next installment of this mini-blog series we make our way into 2001 and we see Ray enter the world of the internet...very cautiously at first...and then we see how a national tragedy impacted an entire world and it played a factor in Ray's career. The 2002-2004 era marks the beginning of Ray's self-administered plans of retiring from the music business...what??? Well, not completely retiring...kind of retiring...well...I'll explain in Part Twenty-One.

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