"It's a truly global project, and the nature of a record like this requires [a unique] setup -- we're tailoring campaigns in each market," says Orla Lee, the London-based managing director for A&M/Universal Music. "America takes a long time to set up, the U.K. has a short cycle, and in Europe, because of the way playlists are determined, we went to radio July 7 with the first single."
For the first single, "Miracle Worker," a video was shot June 29 and released on Vevo on Aug. 12. While most of the tracks feature Indian film music, reggae, blues and soul -- "Miracle Worker" is a straight reggae tune. In India, Lee says, the label is also promoting the Rahman track "Satyameza Jayathe," a song distinguished for being Jagger's Urdu language debut. "In Asia and in countries where it's appropriate, we'll use Asian promotional networks," Lee says. "It's a really unique part of [the album]."
Stewart says he developed the idea for SuperHeavy from hearing various sounds off in the distance near his home in Jamaica. "I love musicians from all over the world, but never liked the term 'world music.' That sounds like people knitting yogurt sweaters."
Stewart took his initial concept to Jagger -- they had worked previously on the soundtrack to the 2004 film "Alfie" -- and they decided they wanted to bring in a Jamaican performer. After Marley agreed, Stewart rang up Stone.
Among the attendees at the listening session were executives associated with the Grammy Awards and nominations telecasts. If their appetite to see the band perform live is whetted, perhaps more performances will be forthcoming. Stone intends to tour the States in early 2012 in support of her upcoming "LP1." "By then, fingers crossed, if the world likes SuperHeavy, we'll do some shows," she says.
A&M's Lee says nothing is on the books for SuperHeavy to make any appearances as a group. All of the members will be doing media interviews and appearances in connection with other projects. Beyond TV and print, Universal Music will lean heavily on the artists' individual Facebook pages to get the word out about the membership of this new band.
"It's about hitting everybody with the same message, but having it come from A.R. or the Rolling Stones," Lee says. "We have the individual musicians talking about the beauty and joy of the project."