Billboard Magazine
June 1997
 

LOS ANGELES - New York-based Razor & Tie is backing Dar Williams' July 15 release, "End Of The Summer,'' with its largest marketing campaign ever in an attempt to break the acclaimed songstress out of the folk world and into mainstream pop.

"At this point in her career, Dar is set up to have a very big record,'' says Razor & Tie co-owner Cliff Chenfeld. ``She's built a fan base with two previous releases and done a tour with Joan Baez. Those have both been very good building blocks.''

Based on Williams' increasing popularity and Razor & Tie's aggressive campaign, Chenfeld expects to ship 100,000 units of the title into the marketplace. Williams' first album, 1995's "The Honesty Room,'' sold 53,200 copies, while 1996's ``Mortal City'' sold 63,000, according to SoundScan.

On her previous albums, Williams favored an acoustic guitar, but on "End Of The Summer,'' she ups the ante with a full band and backup singers.

"I heard it coming when I wrote these songs,'' she says. "I'd write another song and think, 'This one's going to need drums,' and everyone agreed this album would need more production. I'm happy with it, because it's very much the way I wanted it to come out.''

The new album also boasts a more powerful vocal performance by Williams, which is the result of a year's worth of lessons with vocal coach Justina Golden. "She's been the key to a whole new realm of my voice,'' says Williams of Golden, who is from the singer's hometown of Northampton, Mass.

Not all has changed, however. Williams' songwriting and performance are characterized by soft, introspective songs, such as the coming-of-age ballad "When I Was A Boy,'' one of the most memorable tracks from "The Honesty Room.''

Those qualities continue to abound on "End Of The Summer,'' with Williams often taking a lighthearted approach to her material.

The set's first single, "Are You Out There,'' is Williams' fast-paced ode to local DJs who program everything from feminist poetry to world music to local talent.

"Party Generation'' is a boisterous look at a thirtysomething guy who can't let go of his youth. And in "What Do You Hear In These Sounds,'' she pokes fun at spending years on the therapist's couch with the lyrics, 'When I hit a rut/She says to try the other parent.''

"Dar is not making disposable pop songs,'' says Chenfeld. ``She has something interesting to say.''

Williams also delivers a few of the soul-searching ballads - like the title track and "If I Wrote You'' - that have made her a favorite among the folk crowd.

"I knew this was more of a pop/rock album,'' says Williams of her directional shift. "I could have done the same thing (as on the first two sets), and I'm nervous people will think I've sold out. But I'm trying to be true to my muse - and I do have one.''

For the first time, Williams will tour with a full band, beginning in September. The tour will hit 16 cities across the country, starting on Sept. 16 in her hometown of Northampton. The trek ends Oct. 25 in Timonium, Md.

Until then, Williams will perform at a number of folk and music festivals throughout the summer.

"Having the band will allow her to play different venues,'' says Chenfeld,''and have more opening-act opportunities.''

A video for "Are You Out There'' is scheduled to be shot in August and will be serviced to regional shows, the Box, and MuchMusic.

It's not the first time that Williams has taped a clip. The singer/songwriter made a video for the ``Mortal City'' single ``As Cool As I Am,'' but Chenfeld says neither VH1 nor MTV played the clip. ``As an indie label, you can't say, `Play us and we'll give you an exclusive on the next Eric Clapton video,' ``says Chenfeld. ``But now we're going to be able to make a pretty good case
for them to play Dar.''

Chenfeld says that Williams has great appeal to younger women and that the label therefore is trying to book her on daytime talk shows that appeal to that demo, such as ``The Rosie O'Donnell Show,'' as well as on evening shows such as ``Late Night With Conan O'Brien.'' The singer also has done interviews on CNN's ``ShowBiz Today.''

For her part, Williams is content to let the music speak for itself. ``I don't know how people will react to this,'' she says, ``though the response has been good. I feel my writing is stronger and that I continue to grow as an artist.''

Thanks to Sally Green for the transcript