Today in Madonna History: September 22, 1998

tpog sleeve 550

On September 22 1998, The Power of Good-Bye was released as the third North American single from the Ray Of Light album. It was the fourth single in international markets that opted to release Drowned World/Substitute For Love as the album’s third single.

In the UK, the release was promoted as a double A-side single with Little Star.

The Power Of Good-Bye was written by Madonna & Rick Nowels and was produced by Madonna, William Orbit & Patrick Leonard. An earlier demo version of the track, believed to have been produced by Madonna & Leonard prior to Orbit’s involvement in the project, leaked in 2002.

Today in Madonna History: June 23, 1998

Ray Of Light Video Single_cover 550 Ray Of Light Video Single_back cover 550 Ray Of Light Video Single_tape 550 Ray Of Light Video Single_card insert

On June 23 1998, the music video for Ray of Light was released by Warner Reprise Video as a limited edition video single of 40,000 VHS copies. It sold 7,381 copies within its first month of release, becoming one of the best-selling video singles of the Nielsen SoundScan era. Madonna’s previous video single release, Justify My Love, which predated SoundScan, was certified quadruple-Platinum by the RIAA (for shipment of over 200,000 copies).

The reason behind Ray of Light being issued as a video single were twofold. Madonna was very pleased with the outcome of her first collaboration with director Jonas Åkerlund and her record company felt that there would be enough interest to warrant its commercial release. Secondly, Warner’s marketing team correctly sensed that the song’s then-experimental sound would be a tough sell at radio, so the decision was made to pull out all the stops to ensure the release outperformed on the sales chart. Another prong in this strategy was the inclusion of album outtake Has To Be as the b-side to the two-track single, while excluding it from the maxi-single in an attempt to persuade fans to purchase the single in multiple formats. The strategy proved successful, with the song’s number-five debut and peak on the Billboard Hot 100 mainly due to its sales strength. According to Billboard, the music video single boosted its first-week sales by roughly 7%, helping it to secure its place in the top-five.

Shortly after Ray of Light‘s release as a video single, Billboard magazine published an article musing on whether renewed interest in the relatively obscure format could ever prove lucrative for the music industry. A video buyer for a major retail chained remarked:

“Madonna’s Ray of Light video single is a success because she has a fervent fan base. There are very few artists with videos that consistently get people’s attention, but Madonna is one of those artists. It’s too early to tell if there’s a true market for video singles. Right now, it seems like record companies are trying video singles to see what happens. I think we’re going to see the lines becoming more blurred in how audio and video singles are marketed.”

Indeed. Within the next five years (and two Madonna video singles later), the emergence of online file sharing would obliterate the physical singles market in North America, and video streaming sites would soon spell an end to the prospect of marketing music video singles as a physical format. In digital form, however, music video singles may be selling in larger numbers than ever due to increased availability through iTunes. Strangely, however, sales of music videos through iTunes are not reported to Billboard and no longer count towards a single’s chart position (reportedly due to iTunes’ monopoly on digital sales of the format), while streams of music videos through sites like YouTube and Vevo are used in Billboard’s chart methodology.

Today in Madonna History: June 11, 1998

ray of light - video 2 550 ray of light - video 4 550 ray of light - video 3 550 ray of light - video 1 550

On June 11 1998, Ray of Light became Madonna’s highest debuting single, peaking at number-five in its first week on the Billboard Hot 100 in the U.S.

The title-track from her seventh studio album was present for a total of twenty weeks on the Hot 100, and placed at number seventy-five on the year-end chart. Much of its chart success was due to strong sales, while on the Airplay chart it fizzled out at number twenty-six. The remixes earned Madonna another number-one on the Hot Dance/Club Play chart, spending four weeks at the top spot and seven weeks in the top-five.

Outside the U.S., the Ray of Light single reached number-three in Canada, number-two in the UK, Italy and Finland, and number-one in Spain.

Today in Madonna History: May 29, 1998

ray of light oprah 2 550

On May 29 1998, Madonna visited The Oprah Winfrey Show to promote her album, Ray Of Light.

Madonna sat down for a lengthy interview and performed two songs from her new album, the title track, Ray Of Light, and Little Star – both for the first time on television.

The episode marked Madonna’s second visit to Oprah, following a 1996 appearance to promote her film, Evita.

Today in Madonna History: May 6, 1998 madonna-ray-of-light-mario-testino 550 1998 - Ray of Light by Mario Testino 550 1998 - Ray of Light by Mario Testino 550 3

On May 6 1998, Ray of Light was released by Maverick Records. The title track from her seventh studio album was issued internationally as the album’s second single.

Ray Of Light is based on a track called Sepheryn by Curtiss Maldoon, and was included on their 1971 self-titled album. In 1996, Christine Leach, Maldoon’s niece, recorded her version of the track with William Orbit. Leach said she had always loved Dave Curtiss and Clive Maldoon’s work and noted that Sepheryn had a dream-like quality. Leach revised the chorus melody while Orbit provided new music for the song. After Madonna heard Leach’s version of the track, she immediately took to it and began reworking its lyrics.

Maldoon said he “couldn’t believe it” after he heard it, and was pleased with what Madonna had done with his original composition. Madonna said about the song: “It’s totally out of control. The original version is well over 10 minutes long. It was completely indulgent, but I loved it. It was heartbreaking to cut it down to a manageable length.”

Madonna’s original unedited version was set to be included on a remix album titled Veronica Electronica that was initially discussed as a follow-up to Ray Of Light, but plans for the collection apparently never made it past the drawing board.