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Bruno Mars strikes out on his own with "Doo-Wops"
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Bruno Mars strikes out on his own with "Doo-Wops"
Reuters - Tuesday, October 5
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By Jason Lipshutz
NEW YORK - Bruno Mars and Travie McCoy's hit single "Billionaire" might never have been written had Mars been aware of the exchange rate between the U.S. dollar and British pound.
According to Mars, he came up with the hook to the pop-rap hit last year while walking around London and slowly realizing just how broke he actually was.
"Me and each to live off of for 11 days," Mars says. "And everything there was so expensive. We were like, 'Is this the biggest mistake we've ever made? We thought we were broke in California; what are we going to do here?' So we've got no money, and I'm walking the streets and came up with, 'I wanna be a billionaire, so frickin' bad.'"
Mars might have been strapped for cash, but before the "Billionaire" refrain popped into his head, the 24-year-old Hawaii native already had an impact on pop radio as a member of production team the Smeezingtons. Mars' featured vocals on the song's chorus, as well as on B.o.B's Billboard Hot 100-topping "Nothin' on You," were preceded by a songwriting credit on Flo Rida's "Right Round" and production work on K'naan's "Wavin' Flag," which became the official anthem of the 2010 World Cup.
Yet for Mars , it's never been about producing other people. Although he was hawking his Smeezingtons material to pay his bills, Mars' focus remained on his solo career.
On the eve of the Tuesday release of Mars' debut album, "Doo-Wops & Hooligans," Elektra co-president John Janick thinks that the success of "Nothin' on You" and "Billionaire," as well as the steady growth of the disc's retro-romantic first single, "Just the Way You Are," have set up Mars as a multifaceted flagship artist for the recently revived label.
"We were thinking that, if all these songs were hits, it will help him develop as an artist before his first album," Janick says. "It came together exactly right. The songs introduced his voice to a lot of different people."
Mars did suffer a setback, though, when he was arrested September 19 in Las Vegas on suspicion of cocaine possession after a performance at the Hard Rock Hotel Casino the previous night. The singer isn't commenting on the arrest, but the drug charge didn't slow his momentum on the charts, as "Just the Way You Are" gave Mars his first solo No. 1 on the Hot 100 four days after the news broke.
YOUTH IN REVOLT
After spending his childhood onstage performing doo-wop songs with his father in Hawaii, Mars graduated high school at 17 and flew to Los Angeles to start a solo career. His older sister had a connection that landed Mars a deal with Universal Motown, but Mars says the relationship was "more of a 'sign a kid who can sing and see what happens'" partnership, and Motown soon dropped the singer after studio time yielded disappointing results.
Mars, who chalks up the failed deal to his own inexperience, says he was dissuaded by the process of "bouncing around from producer to producer" and struggling to find one who understood his songwriting ideas.
"He was clearly talented, but there was no control as to where he was going," says Philip Lawrence, a songwriter who hit it off with Mars at Motown.
When Lawrence realized that Mars was a seasoned guitarist, bassist, pianist and percussionist, he suggested that the two of them begin creating their own backing music and start producing on the fly. The two dubbed themselves the Smeezingtons -- a riff on the word "smash" -- and later added Levine as an engineer.
Suddenly Mars had a team behind his music. With no one answering his calls, however, he still didn't have any money. A record label eventually reached out to Mars, but instead of giving him the deal he needed, it asked to use one of his songs for another artist.
Mars recalls, "'We said, 'No, absolutely not. This is my art.' They said, 'We'll pay you a lot of money.' So we said, 'OK, here you go, have it.'
"It was either that, or I was going back to Hawaii," he says. "After we sold the first track, it opened our eyes. We put the artist stuff on the back burner and took some of the pressure off ourselves."
GRABBING THE MIC
The Smeezingtons wrote and produced songs by Brandy and Matisyahu, but working with Canadian hip-hop artist K'naan in 2008 "established what we do with live instrumentation and programed drums, but with a classic, vintage feel," Mars says. A writing credit on "Right Round" in early 2009 gained the attention of Atlantic A&R director Aaron Bay-Schuck, who helped Mars and Lawrence land a meeting with Elektra co-presidents Janick and Mike Caren last fall.
Mars played five songs in the meeting, including the choruses of "Nothin' on You" and "Billionaire," and Janick was instantly sold. "Every song sounded like a smash," Janick recalls. "As soon as they walked out of the meeting, I said, 'We have to sign these guys.'"
As the Smeezingtons were finding steady work, the group unwittingly turned its writing and production work on "Nothin' on You" and "Billionaire" into avenues for Mars' solo career. Rapper B.o.B and Gym Class Heroes frontman McCoy were presented the songs with no intention of Mars singing on the finished product, but the charisma he added to the hooks was undeniable.
"The first time I heard that dude belt, it was like people hearing Michael Jackson for the first time," says McCoy, who was working on his debut album with the Smeezingtons in Miami when Mars sang him the "Billionaire" hook. "There was one other prospect for the hook but ... after he went in and laid down the final vocals it was a no-brainer. We had to keep him on the record."
As Mars prepares for his first headlining tour in November, the singer's solo ascendance might signal the end of another rising pop force: the Smeezingtons. The production team continues to knock out hits like "Nothin' on You," "Wavin' Flag" and, most recently, Cee Lo's "F--- You," which earned 3 million YouTube hits in its first week. With Mars expected to tour heavily in support of "Doo-Wops," he says that the Smeezingtons are "definitely going to be taking a break from the producer stuff once the solo stuff comes out."
Even if the Smeezingtons' output slows to a halt, Mars' live show could be worth the trio's diverted attention. The singer earned rave reviews for his New York solo debut on August 27, in which he and his band rocked a sold-out Bowery Ballroom in matching blue suits. For someone who grew up on the stage, unveiling his songs live is more important than hiding in a studio.
"This has been all of our dreams: me, Phil and Ari," Mars says. "Let's work on songs that we strongly believe in, get them out there and perform them right."
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