January 25, 2020

Ray Stevens: Get Serious is 25...Are You Serious??!?

1995
You read the title of this blog entry correctly my fellow Ray Stevens fans. This year will mark the Silver Anniversary of Get Serious!, the 1995 direct-to-video movie, starring Ray Stevens in a variety of roles. The supporting cast included Buddy Kalb, Connie Freeman, Michael Airington, and Tim Hubbard. Throughout the movie, 110 minutes long, there were cameo appearances by a collection of Ray's friends within the music industry: Chet Atkins, Johnny Russell, George Lindsey, Charley Chase, Williams and Ree, James Gregory, and in an extensive series of multiple appearances, Jerry Clower. As a member of the once active fan club of Ray Stevens I used to get monthly newsletters in the mail and we were kept up to date on the progress of the movie. The film was referred to by an acronym in the months prior to it receiving it's official title. Those of you that were members of his fan club do you remember that acronym? It was LFSDMCV. What in the world does that mean?? It stood for Long Form Story-Driven Music Comedy Video. The progress of the film went through several delays which pushed back it's projected finish. The production of the film took place for several months in the latter half of 1994. The location used throughout most of the film, as far as outdoors scenes, took place in a town called Burns, Tennessee. Country Weekly magazine did a fabulous multi-page story on the film with screen shots and commentary from Ray. It was published in the December 27, 1994 issue. The VHS was released in the fall of 1995 through a direct market campaign...following in the footsteps of 1993's Ray Stevens Live! and 1992's Comedy Video Classics. The campaign, sometimes also referred to as direct response and mail order, consists of advertising in magazines, newspapers, and on television with the hope that a customer sees the product and mails off their check or money order to an address provided or they call a number and the product is mailed directly to the consumer. Ray was a phenomenal success in the marketing of VHS tapes and Get Serious! was no exception. He sold hundreds of thousands of video tapes through direct marketing and ultimately those products were made available to retail stores. Once there was retail store availability then came their eligibility to appear on the weekly charts published by Billboard magazine. The RIAA, which stands for Recording Industry Association of America, recognizes mail order sales and prior to the release of those three VHS tapes to retail stores he had already reached Multi-Platinum status with all three through mail order alone. Platinum in mail order is more than 100,000 copies sold...Platinum in retail is more than 1,000,000 copies sold.

I graduated high school in the summer of 1995. A year earlier, as a birthday present, my parents mailed in a money order to Ray's fan club so I could become a member of it. I remained a member of the fan club until it shut down in 2002. As a Christmas present in 1995 Get Serious! was one of my gifts. I knew I was going to receive it because I had been asked what I would like for Christmas and I mentioned Ray's movie. I still have the VHS tapes from the 1990s...I've gotten the DVD counterpart for Comedy Video Classics as well as Get Serious!. The Ray Stevens Live! VHS was never released in DVD format nor were any of the other VHS titles.

The movie deals with several story-lines taking place simultaneously...culminating midway through and climaxing toward the end. The main plot deals with a fictional record company Ray records for being taken over by a conglomerate. The new executive (played by Michael Airington) wants Ray Stevens to get serious with recordings rather than make comedy videos and sing novelty songs. Ray refuses, which the executive takes as a breach of contract, and soon the executive and his inner circle hatch a plan to potentially ruin Ray's career by labeling him politically incorrect. The secondary plot deals with people who, by pure coincidence, share the names of characters that have appeared in Ray's novelty songs. There seems to be a real Coy, Bubba, Ethel, Harv Newland, Sister Bertha, and a man named Clyde who objects to being described as a camel in "Ahab the Arab". Bubba and Coy, from "Shriner's Convention", appear throughout the movie as Dudley Dorite and his Deputy. Bubba is portrayed by Buddy Kalb while Coy is portrayed by Tim Hubbard. It's explained that the two work as policemen during the day and are Shriner's in the evenings. Ray had once recorded a song in 1986 titled "Dudley Dorite of the Highway Patrol" and the plot of that song is more or less adapted to Get Serious!. A music video of that song was filmed for the movie. In the "Shriner's Convention" music video Ray plays the roles of Bubba and Coy...but within the context of the movie they're played by Buddy Kalb and Tim Hubbard. The unique aspect of the project is that there are full length music videos inserted seamlessly into the story...Ray remarked at the time that it was a different approach to a musical. The main co-star with Ray is Connie Freeman as Charlene MacKenzie. She comes across as a Betty Boop/Olive Oyl characterization and she deals with deafness.

As you see off to the right hand side of the page it's a print advertisement for Get Serious!. In the 1990s I used to spend the weekends with my grandparent's and they received a newspaper in the mail every week. One of the secondary newspapers that came with the main newspaper was a publication called Parade. In that particular newspaper you'd see print advertisements for a wide variety of products...most of them were advertised on television as well...in which case you'd see the familiar 'As Seen on TV' banner. This banner appears next to Ray's name in the print advertisement. The text you see below his pose as Sickind Fraud (in Napoleon attire) mostly consists of the dialogue heard in the television commercial voice-over. To the right of the text are a couple of screen shots from the film. In the box in the lower left, 'About the Artist', it's a screen shot of Ray as a Calcutta character. This character appears for a few minutes in the beginning of the movie prior to the music video of "The Woogie Boogie". Ray encounters the Calcutta man selling Indian rugs. As I mentioned in the opening paragraph Ray plays various roles in this movie and thanks to the movie editing process he carries on conversations with characters he himself is playing. It's not a groundbreaking concept...Peter Sellers did the same kind of thing in the Pink Panther movies and Benny Hill loved doing those kinds of camera tricks on his comedy shows...but nevertheless it's a unique style with entertainment as the top priority. There is a music video for "I Used To Be Crazy" and there's a scene in which Ray appears next to himself in the same shot...a camera trick, of course, but it perfectly illustrates the effort and energy that was put into this movie. It wasn't something that was just pasted and strung together. There was a lot of technical effort put forth for this movie. The label upon which this VHS was released is Clyde Records. This is the label that Ray started in the late 1980s but it didn't take off until he began releasing video tapes in 1992. The major record labels didn't want to finance/risk the marketing of a home video and so Ray released his VHS tapes through his own label. Ironically, however, once they were proven to be successful through mail order, that's when major record labels came calling. Comedy Video Classics, for example, was released in retail stores in 1993 by Curb Records. The label also handled retail distribution of Ray Stevens Live! in early 1994. Ray signed to MCA Records in the latter half of 1996 and their first project on Ray was the retail distribution of Get Serious!. It hit retail stores late in 1996 and by pure coincidence it debuted on the Billboard Video chart on this day in 1997! If you were look up the Billboard charts for the week ending January 25, 1997 you'll see Get Serious! among the Top-40 VHS tapes in it's debut week. It debuted at number 29 and then the following week jumped up into the Top-20. The highest position it achieved was number 4 in February 1997. It was on the Video chart for 24 non-consecutive weeks from January 25th to July 19th.
  
In the internet age, collectively social media, Ray has since uploaded several of those Get Serious! music videos onto his YouTube channel. Ray and Connie perform a duet, "Ain't Nobody Here But Us Chickens", in the movie. This is an original song written by Ray but it shares the same title with a Louis Jordan song from the 1940s. Tim Hubbard appears in the music video as eager but easily manipulated/naive, Deputy Coy.



Another music video from Get Serious! is "Can He Love You Half as Much as I?". The song originated in 1986 on his comedy album, Surely You Joust. The song, in spite of it not appearing on the country singles chart, appeared on his 1987 compilation, Greatest Hits, Volume Two, while it's remained a staple of his concerts for decades. The irony being that the single releases from Ray in 1986 which reached the country charts, "Southern Air" (a trio recording with Jerry Clower and Minnie Pearl) and "The People's Court", never appeared on Greatest Hits, Volume Two for whatever reason.



Last September on the late Jerry Clower's birthday (September 28th) Ray uploaded a video of some of Jerry's scenes from Get Serious!. In the finale clip you'll not only see Jerry Clower but Michael Airington as well as Williams and Ree. The main stars of the film, of course, are seen: Ray, Connie Freeman, Buddy Kalb, and Tim Hubbard.



You say you don't have a copy of Get Serious!?? You want a copy? Here's a LINK to place your order.

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