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X5. What was "Crave"? (Mariah Carey)




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This article is from the Mariah Carey FAQ, by Kade Hansson kade_fh@postoffice.utas.edu.au with numerous contributions by others.

X5. What was "Crave"? (Mariah Carey)

"Crave" was the name of Mariah Carey's personal record label, set up
two years ago. A division of Sony Music Entertaiment, created to
support new musical talent, went through a massive series of changes
around 1998. The changes lead Mariah to be dissatisfied, and shortly
after the label's operations were wound up, with president Rick
Basceglia and promotion chief Lisa Wolfe being reassigned within the
Sony Music family, which includes Columbia (to which Mariah herself
was previously signed) and Epic. The lack of support for Crave from
within Sony is probably one of the reasons Mariah Carey's relationship
with Sony faltered and eventually dissolved last month.

Allure were the first artists to see the benefit of the label with
their self-titled debut release of May 1997, which has Mariah
attributed with the vocal arrangements. Their debut single Head Over
Heels, written by Mariah, did well in the charts, and their album and
subsequent singles (including All Cried Out, which featured male
vocalists 112) have had similar success. Allure will appear on the
soundtrack of the movie "Woo" with the song Let It Be, beating Mariah
herself to a spot on a soundtrack.

SOAP, a female vocal group from Denmark, had a worldwide release of
the single This Is How We Party and self-titled album. DJ Company, the
second artist to have a release from Crave, had a limited release of
their single Rhythm Of Love in mid-1996. Luricia McNeal had a single
released to Europe and the US under the Crave label: Ain't That Just
The Way. Prince Markie Dee was another act signed to the label.

In 1998, BET's "Planet Groove" program featured Mariah introducing R&B
group 7 Mile. The singles Just A Memory and Do Your Thing from their
debut album had moderate success in the US, but the male vocal failed
to break into overseas markets. The song After from 7 Mile's debut
album was cowritten and coproduced by Mariah.

Lil' Rachett, a rap artist now signed to Big Kid Records (see P1), was
set to release his debut album on Crave when it was disbanded. His
album gives producer credit to Mariah alongside her brother Morgan.

See M6 and M8 for information on other tracks Mariah has written and
produced for Crave artists.

 

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