TAMIA l PRESS RELEASE

BILLBOARD (October 7, 2000)

Every label needs a diva. That perfect combination of beauty, attitude, and sheer talent makes one not just a singer but an artist.

Elektra is hoping that Tamia will be its signature act. As the Ontario native prepares for her Elektra debut, "A Nu Day," on Oct. 24, she seems quite willing to step into the spotlight.

"It's been a long time coming for Elektra," says Michelle Murray, Elektra's senior director of marketing. "Other labels have their Mariahs and their Whitneys, so it was just time for us. We believe in Tamia fully, and we see her not as a one- or two-album artist but as a long-term career artist with us. Our goal is to take her to every level."

The songstress, who was discovered by Quincy Jones, was also ready to move on from her first label, Qwest/Warner Bros.

"It was just time for me to go," says Tamia. "I was 19 when I signed with Qwest, and I'm 25 now, but I just had one album. I wanted to put out more albums in a shorter amount of time. So, I moved to Elektra, which was fairly easy since it was under the Warner umbrella."

Tamia was a welcome addition to the Elektra roster, according to Elektra chairman/CEO Sylvia Rhone, who had been following the singer's career.

"My first experience with Tamia was when Quincy Jones presented her at our national sales meeting a few years ago," says Rhone. "Her performance left an extraordinary impression. Tamia has grown even more since then, achieving the kind of remarkable vocal depth that makes her one of the premier vocalists of our era." "A Nu Day" marks the dawning of a new sound for the singer. "With this album, I wanted to show my growth," says Tamia. "I also chose material that was a lot more difficult vocally and saying something. I've changed as a woman since I was 19."

She continues, "I was a lot more vocal with this album. I grew up singing other people's music, so when I did my first album I didn't know what I wanted to sing about. Since then, I've grown into myself. That independence is what I wanted to show."

Rhone, who also serves as an executive producer on the album, enlisted the help of Missy "Misdemeanor" Elliott for what was supposed to be one song--the set's first single, "Can't Go For That," which went to retail Aug. 22. "We had so much fun that she ended up doing four more," says Tamia of Elliott. "She lets you do your own thing, and she is all about the vibe."

The moving "Stranger In My House" showcases Tamia's vocal range. The song, a beautiful ballad, was written by Shep Crawford.

"I love Shep's writing," says Tamia. "Especially for singers, he lets you go there. It took me an hour to record. We went maybe four times, I was just so into it. We called Sylvia right away after we recorded it to let her listen to it over the phone. She was like, 'Oh, my God, can you do that live?' Actually, I've performed it live a couple of times, and I love it. You get a whole different feel when you see it live, because it's a story. A lot of R&B right now is missing a story."

Rhone hopes "A Nu Day" will capture a large audience with its youthful tone. "Tamia is such a complete talent, we wanted to avoid any preconceived notions and take an A&R approach that would encompass a broader audience," says Rhone. "Missy was able to deliver songs that reflected an edge as well as a much younger appeal."

Elektra expects big things from this album and is concentrating on the project as its big fourth-quarter seller. "This is the most exciting project for us in a very long time," says Murray.

The label has begun an aggressive promotional tour, which began on Sept. 5, that will have Tamia visiting retail, radio, press, and local video outlets. During her promotional tour, Tamia will also be performing at NetNoir's fifth anniversary celebration in New York and at the Detroit Female Wellness Tour, which is sponsored by Procter & Gamble, Honey magazine, and BET.

Elektra has also set up a number of "Win it before you can buy it" contests with radio, as well as a "Call to win" contest with the Box. Tamia has several television appearances scheduled, including a performance on the WB sitcom "For Your Love," as well as "Soul Train."

Tamia has also received exposure on the Internet. Elektra has launched a site for the artist (tamiaonline.com) that features new music and links to fan-related sites. E-cards featuring Tamia were also sent out to fans registered in the Elektra database.

With all the marketing in place, Rhone shares the rest of the label's high hopes. "I hope they become a reality," she says. "Tamia has a tremendous opportunity to become the next pop/R&B female superstar--backed up, of course, by her awesome talent, the lyrical and production quality of the songs, and her incredible drive to be a successful artist."