(Featured Image: Prince and band prepare to fight on the 1999 inner sleeve; L to R: Brown Mark, Bobby Z, Prince, Lisa Coleman, Dr. Fink, Dez Dickerson. Photo by Allen Beaulieu, © Warner Bros.)
By mid-July of 1982, Prince had completed work on the album that would become 1999, with just one significant exception: “1999,” the song, was nowhere to be seen. According to a recent tweet by former associate Jeremiah Freed (better known by his nom de podcast Dr. Funkenberry), Prince had originally planned for “Turn It Up” to be the album’s lead single. It’s speculation on my part, but I wouldn’t be surprised if it was also intended to be the title track, given how exhortations to “turn it up” recur throughout the songs recorded for the album: including “All the Critics Love U in New York,” “Lust U Always,” and the early versions of “Feel U Up” and “Irresistible Bitch.” As Josh and Christy Norman of the Mountains and the Sea podcast recently observed, the phrase can even be made out spray-painted behind Prince and the band in a late 1981 photo taken for the “Let’s Work” 12” sleeve.
But whatever its intended title, when Prince played a rough mix of the album for his manager Bob Cavallo, the reception was cooler than anticipated. “‘This is a great album, but we don’t have a first single,’” Cavallo recalled telling Prince in an interview with music journalist Alan Light. “‘We have singles that’ll be hits, but we don’t have a thematic, important thing that can be embraced by everybody, different countries, et cetera.’” In response, Prince “cursed me, and he went away–but he didn’t force me to put it out. Two weeks later, he came back and he played ‘1999,’ and that became the title of the album” (Light 43).
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