"Nothing ventured, nothing gained."
Such is the thinking, as voiced by EMI Music/Capitol Records EVP/marketing and promotion Greg Thompson, behind the label's decision to release a sixth pop radio single from Katy Perry's album, "Teenage Dream."
The set's "The One That Got Away" goes for airplay next month.
And, what could be gained is a first in the Billboard Hot 100's 53-year history.
The first five singles from the album - "California Gurls," featuring Snoop Dogg; the title cut; "Firework"; "E.T.," featuring Kanye West; and, "Last Friday Night (T.G.I.F.)" - all reached the Hot 100's summit, making Perry the first woman to notch five No. 1s on the chart from one album.
Michael Jackson is the only other artist to have accomplished the feat, having scored five leaders from "Bad" in 1987-88. (The sixth single from "Bad," "Another Part of Me," peaked at No. 11. Seventh and final single "Smooth Criminal" reached No. 7).
Thus, should "One" follow the first five singles from "Dream" to the top, Perry would become the first artist to crack open a six-pack of Hot 100 No. 1s from one album.
Capitol confirmed the single choice to Billboard at last night's (Sept. 13) performance by Perry's labelmate Lady Antebellum at New York City's Irving Plaza. The country trio celebrated the release of its third studio album, "Own the Night," by introducing songs from the set (including its "favorite," according to the band's Hillary Scott, ballad "Cold as Stone") and sampling its previous hits, a set that closed with its 2009 five-week Country Songs No. 1, and pop and adult crossover smash, "Need You Now."
The label stressed that it is not specifically releasing "One" with the hopes of rewriting Hot 100 history. Rather, the decision factors in Perry's fondness for the song, its ear-catching hook and her obvious track record of success at pop radio.
"If it goes to No. 1, that would be great," said Thompson. "If not, we still have a Katy song on the radio in fourth quarter," potentially fueling further sales for "Dream" in the busiest of shopping seasons.
Even if "One" is not a Hot 100 No. 1, Perry still offers her fans the gift of a Yuletide-timed release. If it does reach the apex, Perry herself opens the gift of unprecedented Hot 100 history.
Adding to the song's chart-topping potential: a "touch-up," i.e., a Dr. Luke-produced radio edit of the album version (which he also produced), according to Thompson, and a video. The label is currently "reading treatments" for the proposed clip. (Perry penned the song with Dr. Luke (Lukasz Gottwald) and Max Martin).
Perry's "California Dreams Tour," which kicked off in February, continues with U.S., South American and European dates through Dec. 1. Of the 40 concerts reported to Billboard Boxscore, the tour has grossed $22 million and played to 408,000 fans.
On its path to equaling the King of Pop's Hot 100 milestone, "Dream" has sold 1.8 million copies, according to Nielsen SoundScan. The set opened at No. 1 on the Billboard 200 the week of Sept. 11, 2010, and has remained in the chart's top 40 for all 55 of its chart weeks.
While "One" is the sixth pop single from "Dream," another track from the album has topped a Billboard tally. "Peacock" joined the set's five Hot 100 leaders as No. 1s on Billboard's Dance/Club Play Songs chart.