Greatest-hits albums, now minus the hits

But Kevin Gore, executive vice president of sales and marketing at Rhino Entertainment, which puts out various greatest-hits packages, compilations and boxed sets, says a “Best of Sugar Ray” — which they recently released — is valid, even if some may sneer.

“At the end of the day, there’s a larger audience that will buy a greatest-hits collection than might buy the individual albums just because they’ve chosen not to buy the original albums,” Gore said.

“Let’s say there’s two hit songs on a record from five years ago, and then there’s another two hit songs from a record that’s three years ago,” he said. “You have a greater opportunity to bring in a larger audience because you’re putting all the hits in one place.”

It’s an idea the Backstreet Boys agree with — even though, initially, they balked at the idea of putting one out.

“For me as an artist, like, when I see somebody put out a greatest-hits record, they’re either finished, or they need some time (off),” said Brian Littrell. “I kind of felt it was too soon to put those great songs on a CD. I think I wanted our fans to miss them a little bit.”

However, Howie Dorough said in many ways, the greatest-hits album — which sold more than 1 million copies and contained a few new tunes — may have drawn the casual fan who had never brought a Backstreet Boys CD.

“We’ve had, knock on wood, over 12 singles,” Dorough said. “But for somebody who’s not a truly Backstreet fan, (who) wants to go out and buy five different records? ... To be able to go and buy their greatest hits, I’d do that in a heartbeat.”

Less shelf space
A more critical issue, record companies say, is the decreasing shelf space to carry an artist’s catalog. With the advent of Wal-Mart and Target as major record stores, there are fewer outlets where you might find several different albums from one artist.

“If an artist has five or six or seven albums in his or her catalog, a lot of times many retailers are only carrying two or three. Perhaps songs that were included on albums one, three and five might no longer get the kind of visibility or shelf space that a hits record will provide those particular songs,” said Jeff Jones, executive vice president of Sony BMG’s catalog division Legacy Recordings (whose catalog releases this year range from Miles Davis to Bob Dylan to ... Martika).

Which brings us back to Martika’s “Best Of ...” collection.

At the time, her “Toy Soldiers” was enjoying a resurgence after Eminem sampled it on his song, “Like Toy Soldiers.” Fans searching for the original song may have been out of luck, Jones said.

Stores weren’t carrying her records anymore, he said, adding: “So without creating a new hits collection, there’s no visibility.”

Besides, just because the average person can’t name more than one Martika song doesn’t mean there aren’t fans out there.

“A hits collection doesn’t necessarily always have to be 16 No. 1 songs,” Jones said.

Not anymore.

Which is good news for the PM Dawns, Lisa Stansfields and Color Me Badds of the world — who all have greatest-hits albums.

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