(Featured Image: At Unique Records, San Francisco, 1978; photo stolen from Noisey.)
There’s a famous story, originating with former Warner Bros. executive Lenny Waronker, about the 1977test session in Los Angeles where Prince first demonstrated his ability to self-produce. “As I was walking through the studio, he was on the floor,” Waronker told the Minneapolis Star Tribunein 2004. “He looked up and said, ‘Don’t make me black.’ I thought, ‘Whoa!’ He said, ‘My idols are all over the place.’ He named an array that was so deep in terms of scope of music that for an 18-year-old kid to say what he said was amazing. That, as much as anything, made me feel that we shouldn’t mess around with this guy” (Star Tribune 2004).
It’s important to note that, when Prince asked Waronker not to “make him black,” it was less an expression of internalized racism than one of pragmatic frankness. As we’ve noted before, Prince was acutely aware of the hypersegregated nature of the pop music market in 1978–not least because his own hometown of Minneapolis was among the most musically segregated in the country. His desire to be a “crossover” artist was fed in part by his vaunting ambition, of course, but also by the simple fact that if he didn’t break out of the R&B charts, his own city wouldn’t play him on the radio. So from the beginning, he struggled against being pigeonholed as an “R&B” (read: Black) artist.
The trouble was that “making Prince black” was the only way Warner Bros. knew how to sell him. When For Youwas released on April 7, 1978, the label struggled to get it reviewed in mainstream (again, read: white) publications; the only consistent national coverage came from African American-oriented teen magazines like Right On!, Soul Teen, and Black Beat. To be fair, some of the blame for Prince’s initial failure to cross over rested with his material: as many reviewers have observed, despite Prince’s protestations and aside from a few unusually muscular guitar parts, the majority of For You fits squarely in the Black soul and funk traditions. With one key exception, that is: the very last track, “I’m Yours.”
Sessions for Prince’s second demo at Sound 80 commenced on December 29, 1976 and lasted through the remainder of the winter. This time, a total of six songs were completed: new versions of “Soft and Wet,” “Baby,” “Jelly Jam,” “Make It Through the Storm,” and “Love is Forever”–now renamed “My Love is Forever”–plus a brand new song, “Just as Long as We’re Together.” Just like with the earlier sessions at Moonsound, however, the final demo was limited to only a few tracks. Per Nilsen’s The Vault reported the tape as consisting of “Baby” and “Soft and Wet,” with “Make It Through the Storm” “as a ‘back-up’ if record company executives wanted to hear more” (Nilsen 2004 16-17). According to a recent auction listing, however, at least one configuration seems to have featured “Just as Long as We’re Together,” “Jelly Jam,” and “My Love is Forever.”
In addition to the demo tape, Prince’s management also prepared a luxe press kit to distribute to labels in Los Angeles. “We attacked it all first class, ’cause if we went in as just the average Joes, it wasn’t gonna look like a first-class effort,” Owen Husney recalled to biographer Dave Hill. “We spent 1,500 dollars on fifteen press kits… The usual press kit has clippings, and stories about your mom, and all the other bands you played in. All I did was have a picture of Prince on the cover. It said, ‘American Artists Presents Prince’, and inside there was just five sheets. And on those sheets there was just one picture, and one quote from Prince above each one” (Hill 40). The minimalist presentation had the additional effect of playing up Prince’s enigmatic air, which remained a cornerstone of his public persona for the duration of his career. “[T]here was a mystery about him even then,” Husney told NPR’s Audie Cornish shortly after Prince’s death in April. “And so as a manager I noticed that, and I was able to just make that a part of who he was in all of our publicity and everything going forward. We did a first press kit with him that said very little, because Prince said very little. Because his music does the talking” (Cornish 2016).