"Shania Twain never let you down": Inside one of the year's biggest comebacks with Virgin EMI president Ted Cockle


In the new issue of Music Week, we welcome Shania Twain to the cover. The Canadian megastar takes on the Big Interview to talk about her incredible career and brilliant comeback album, Now. The bumper five-page feature also includes contributions from the world class team around her, led by Universal Music Group Nashville president Cindy Mabe, Virgin EMI president Ted Cockle and Maverick Management's Scott Rodger.

In the interview, Twain talks about how she had to battle with a vocal cord condition called dysphonia – one that almost ended her singing career – in order to finally make her longawaited comeback. With Now finally set to be released on September 29 via Virgin EMI, Music Week also spoke to top execs to find out how they’re approaching her huge return after a 15 year absence, both in the UK and across the pond.

Ted Cockle, Virgin EMI president, was quick to point out how Shania’s comeback is being helped simply by the respect people have for her.

“The Shania Twain name has previously been untarnished,” said Cockle. “From 1995 through to Up! in 2002, there were albums across that seven-year period that just gave you such force of airplay. When somebody has sold that many albums, she does fit as a trusted brand for people. I think the name Shania is one that people reassuringly look to. She never let you down on that for the duration of her career. So, pleasingly, across all of the marketing platforms, we can be confident. When someone has sold that many records in the UK before you can, with confidence, try to find those people who haven’t been offered anything for the last 15 years.”

Across the pond, both Shania Twain and the country scene that birthed her may be even bigger, but the plan put in place by Twain’s US label Mercury Nashville is essentially the same. Twain’s face has already been seen blown up on the side of buildings in New York’s Times Square and downtown Toronto.

“My goal is to make sure that every fan who ever supported Shania Twain hears this new album and knows she’s back and then we will continue to convert a new generation of fans around the world,” Cindy Mabe, president, Universal Music Group Nashville, told Music Week. “She is doing promotion around the world, including in-market promotion from Toronto to London to Switzerland to Tokyo including TV, print media, account visits, radio and album listening events. Everyone’s excited to have Shania back. Canada has been one of her strongest markets yet, including a recent performance at Canada 150 at the personal request of Prime Minister Trudeau.”

To read the full Shania Twain cover feature, see this week’s edition of Music Week, or subscribers can click here. To subscribe and never miss a big music biz story, click here.

You can watch Shania Twain’s comeback video for Life’s About To Get Good below.


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