Word: rubins
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...called American Recordings -- that's also the name of the label Cash has signed up with -- and it was produced by 31-year-old music mogul Rick Rubin. It's hard to imagine a less likely collaboration than that between Cash and Rubin; on the surface, it seems as ill-advised a pairing as, say, Dan Rather and Connie Chung. Cash is a contemporary of Elvis Presley's and was once the host of a network variety show. Rubin is a hairy, ripped- jean-wearing studio virtuoso who has produced platinum albums for rappers like...
Cash knew he needed to make some changes, but he hardly expected to work with the likes of Rick Rubin. When Rubin first called Cash's manager, Cash had never heard of him or the bands whose records he had produced, except the Red Hot Chili Peppers. The lack of familiarity was somewhat mutual. Rubin admits that he doesn't listen to much country music but says he was interested in Cash from a "mythological" standpoint. "I don't see him as a country act," Rubin says. "I would say he embodies rock 'n' roll. He's an outlaw figure...
...production of American Recordings was high-concept and low-tech. The taping was done in Cash's cabin in Tennessee and the living room of Rubin's house in Los Angeles. "We recorded more than 70 songs in nine months, maybe closer to 100," says Cash. "Just everything I knew. I got into areas of music that ((Rubin)) wasn't familiar with, like country gospel, black gospel, country blues, Appalachian mountain music." In the end, just 13 of the songs were selected for the finished album...
...Rubin and his record label are working hard to market their new star and to convince the 18-to-35s how cool Cash really is. (This is not a new idea: in 1968 a Columbia Records press release panted that Cash had finally "been discovered by the underground.") To heat up interest, the label arranged tiny, invitation-only concerts for the record-industry elite and young celebrities like Johnny Depp. MTV has not been overlooked -- Cash has made a video of Delia's Gone in which he stars with model Kate Moss, the barely 20- year-old waif goddess. Cash...
FINANCIAL DIRECTOR: Daniel M. Rubin...