3min chapter

How I Built This with Guy Raz cover image

I.R.S. Records: Miles Copeland

How I Built This with Guy Raz

CHAPTER

How Did You Know Who to Sign?

When the ad came out, the record company still hadn't released a single in America. Fans started phoning up the radio station saying, uh, why aren't you playing the new Sting single? So A&M Rush out the single. It gets 140 top 40 stations. Goes to number 10 in the charts. It was the most successful tie-in ever between a product line and an artist's record. And from now on, nobody would say, well, Sting selling a song for a commercial. He's selling out. Well, that ended with that song. The reality is that sometimes your own gut is your best judgment.

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