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Businessweek (US)
June 20, 1994

Doug Morris interview

[ Tori-related excerpt ]

Morris likes to use corner-office terms such as empowerment and decentralization to describe his role. But a bit of micromanagement comes into play, too. Consider his dealings with Tori Amos, Atlantic Record's up-and-coming alternative pop soloist.

In 1991, Morris asked to hear a demo version of Amos' album, Little Earthquakes. Morris didn't exactly enthuse over the quiet and cerebral songs, which were costly to produce and seemed too spacey for American listeners. In fact, Morris was downright annoyed.

"He called me up and said: 'Why are you doing this?'" Amos recalls. Her belligerent response: "Because I believe in it with every cell of my being."

Morris hung up and listened to Little Earthquakes several times over. The next day, he called Amos. "I don't know how to tell you this," he said, "but I've fallen in love with your record. I really get it now." He added, though, that it should be introduced in London, which is easier on new artists.

Little Earthquakes became a hit there, creating a buzz, and eventually went gold in the US. Amos' latest album, Under the Pink, promptly went platinum worldwide.

On Morris being transfered to another role: Artists such as Amos would rather he stay right where he is.

[ end of excerpt ]


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