A look at what the record industry did (does?) when it comes to artist development — and the role of unconventional promotion: The Hit We Almost Missed:
Forty years after he recorded it, Bob Dylan’s “Like a Rolling Stone” was just named the greatest rock ‘n’ roll song of all time by Rolling Stone magazine, a tribute it had previously been given by New Musical Express, Britain’s leading pop-music weekly. Quite an honor, considering that the single was almost never released.
[...] the song had to be presented at Columbia’s weekly singles meeting, and that’s where the trouble began. Though just about everyone from the A & R (artists and repertoire) and promotion departments loved it, the sales and marketing people had a different opinion. And their opinion mattered, for sales and marketing was the engine behind the label’s success.
Their objection to the song came on two levels. The unstated reason was that they just didn’t like raucous rock ‘n’ roll. [...]
Of course, none of this was raised at the meeting about “Like a Rolling Stone.” What did come up was the length of the song. In 1965, three minutes was the average time for singles played on national radio. “Like a Rolling Stone” clocked in at one second under six minutes. The solution? Cut the baby in half, the wise Solomon of Sales decreed.
[...] Perhaps because I was a “club member,” the D.J. was very polite when asked if he would kindly play the acetate during a free moment. Deliberately neglecting to mention the name of the singer, I did say that the song was rather long and that he should feel free to stop it if the dancers got bored or tired.
At around 11 p.m., after a break, he played the acetate. The effect was seismic. People jumped to their feet and took to the floor, dancing the entire six minutes. Those who were seated stopped talking and began to listen. “Who is it?” the D.J. yelled at one point, running toward me. “Bob Dylan!” I shouted back. The name spread through the room, which only encouraged the skeptics to insist that it be played again, straight through. Sometime past midnight, as the grooves on the temporary dub wore out, the needle began to skip.
But not before the song had been heard by two important guests. One was a D.J. at WABC, then the leading Top 40 radio station in Manhattan. The other was a music programmer at the equally powerful WMCA. The next morning both called Columbia Records and demanded to know where their copy of the new Bob Dylan record was.