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The crown still fits: nearly a quarter after the untimely death of the King of Rock `n' Roll, Elvis Presley still haunts Americans—including the new generation—seeking roots in a genuine American culture

Insight on the News, August 5, 2002 by Kelly Patricia O'Meara

"I'm just a singer," said the late "chairman of the board" Frank Sinatra. "Elvis was the embodiment of the whole American culture." Paul McCartney explained that "when we were kids growing up in Liverpool, all we ever wanted to be was Elvis Presley." Another former Beatle, the late John Lennon, put it more succinctly when he said, "Before Elvis there was nothing."

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Although the White House press office was unable to ascertain for INSIGHT whether President George W. Bush is an Elvis fan, former president Ronald Reagan left no doubt about how he felt when he said that Elvis "epitomized America, and for that we shall be eternally grateful. There will never be anyone else like him." And Nashville-born Sen. Bill Frist (R-Tenn.) tells INSIGHT that "Elvis shaped the world of music decades ago and clearly continues to influence it today. His music is timeless, and I'm certain that as each new generation hears it they too will come to appreciate his inspiring talent."

But perhaps it is former British prime minister Margaret Thatcher who hits the right note concerning the phenomenon that is occurring today when she says, "I love his music because he was my generation. But then again, Elvis is everyone's generation and he always will be."

Only weeks from the 25th anniversary of the Aug. 16, 1977, passing of Elvis Aaron Presley (1935-1977), a new generation is reconnecting with the "King of Rock 'n' Roll." A remix of "A Little Less Conversation," a song originally in the 1968 Presley film Live a Little, Love a Little, has catapulted to No. 1 on pop charts in both the United Kingdom and the United States. It is an accomplishment that gives Elvis the distinction of having more No. 1 singles than any recording artist in the history of the United Kingdom--surpassing even the beloved Beatles. The single sold 67,000 copies in Britain on the first day and this means the Beatles have 17 No. 1 hits compared with Elvis' 18.

In the United States the remix of "A Little Less Conversation" only adds to Elvis' impressive list of accolades. He still holds the record here for the most chart singles, the most top-10 singles and most weeks at No. 1. Six days after "A Little Less Conversation" was released in the United States, the single enjoyed sales seven times higher than those of the closest contemporary artists.

RCA spokeswoman Julie Horn tells INSIGHT that "SoundScan--the music equivalent of the Nielsen ratings--reported that sales of `A Little Less Conversation' were nearly 27,000 for the six-day period beginning on the June 25th release date through the 30th. We're all happily surprised, and it's even more interesting how this record has taken off in the U.S. because it hasn't officially been added to radio-station playlists. It's just quickly catching on.

The firestorm surrounding "A Little Less Conversation" began when Elvis Presley Enterprises Inc. (EPE) and RCA Records granted permission to Dutch musician Tom Holkenburg, a disc jockey of the techno group JXL, to remix the classic Elvis tune, making it the first Presley song to be remixed by a contemporary artist. The remix was used as part of Nike's "Secret Tournament" World Cup advertising campaign and was followed by the June 10 release of the single in the United Kingdom. The spectacular reception of the remix was a surprise to all involved.

Todd Morgan, the Memphis director of media and creative development for EPE tells INSIGHT that "in the course of all that is going on for the 25th anniversary we got a call from Nike Europe. EPE periodically will approve the use of Elvis' name, image, likeness or voice, but permission has to be given by EPE. The Nike proposal was tied in to the World Cup and there was really high energy, and EPE really liked the mix. It isn't that EPE and RCA are against remixes, but we just had never gone there. When we heard the song and saw the commercial we loved it. Then the Nike commercial was aired and the song caught fire. Everything just went nuts all over Europe and now in the U.S."

The delighted Morgan says, "I think that the magic that Elvis had in life is forever embodied in his music. His popularity is at an all-time high, and we'll see a new chapter in this story. Whether his popularity will wane in future generations is yet to be seen, but I think he was so good and so strong that he'll continue to be a force and loved by many. Any living entertainer would be happy to have a No. 1 song, and I think Elvis might react by saying `Cool, man.'"

So this is only likely to continue building? "All the indicators are there" concludes Morgan, "for Elvis' continued popularity. ... After all, here we are 25 years after Elvis did his last work and his presence is bigger than ever. As a person and an entertainer he meant so much to people and he would be so very proud. I like to think that he knows what's happening."

The crown still fits: nearly a quarter after the untimely death of the King of Rock `n' Roll, Elvis Presley still haunts Americans—including the new generation—seeking roots in a genuine American culture

Insight on the News, August 5, 2002 by Kelly Patricia O'Meara

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