How Michael Jackson Can Get His Career Back
by Reg Seeton

New music:

In 2007 the music world was abuzz with reports that Michael Jackson was planning a comeback album for 2008. As it turns out, it looks like that release might very well be Thriller 25, so fans might have to wait a while longer for a full-length original album. In the last few years, though, it’s been reported that Jackson has been working sporadically on new tracks for another CD. How this will all come together (if it comes together) is anyone’s guess, but Michael Jackson needs to get new music out there if he’s truly serious about resurrecting his career. Not just music for the sake of making it, but music made with the same heart, soul, and fire of his previous albums. Who knows; maybe that’s not what Jackson wants anymore, but the only thing he has to truly fall back on is his talent... and he’s got tons of it.

On a musical level, Jackson’s 2001 release, Invincible, wasn’t a bad effort despite lackluster sales. What sank the Invincible ship was the fact that Jackson’s legal headlines were getting in the way of his music, his public spat with Sony Music’s Tommy Mottola reportedly killed the album’s marketing campaign, and Jackson’s fans moved on to new artists in the six years between History and Invincible (Blood on the Dance Floor doesn’t count). It’s been six years since the release of Invincible and everyone knows that’s a lifetime in today’s music industry. For a guy who used to churn out an album ever three years - and good ones at that - Jackson needs to get his musical sh*t together and kick out a new CD while he can still make a comeback.

Quincy Jones:

Is it just me, or did Michael Jackson’s musical career start to jump-the-shark after parting ways with Quincy Jones? Sure, the Michael Jackson produced Dangerous and History weren’t bad albums at all. But when you worked with a producer who helped you create two of the biggest selling albums of all-time (Thriller and Bad), isn’t the answer to a comeback album right in front of you? Earlier this year, Quincy Jones announced that he wouldn’t be contributing to Jackson’s new album because he’s too busy, stating that he’s already been down that road, but he has talked to Jackson about working with him again. The reality is this: Jackson will only get one shot to make a full musical comeback and it needs to be done right. Although Quincy Jones is now 74, and he’s more into Jazz and hanging out with Herbie Hancock than making Beat It II, Jackson needs to find a way to get Jones on board, even if he has to wheel him into the studio himself. Any new album by Michael Jackson wouldn’t be what it needs to be without Quincy Jones at the helm.

Vegas, baby!

When rumors circulated in 2007 that Michael Jackson was planning a long-running show in Las Vegas to get his career back on track, a lot of people seemed to have mixed opinion. As the rumors gained a bit of momentum before they faded away, the idea of a Michael Jackson show in Las Vegas didn't seem like a bad idea from both a career standpoint and finacial recovery basis. The strange thing about a Michael Jackson show in Las Vegas is that he'd be following in the footsteps of Prince, which seems like an uncharacteristic move for Jackson, but it could be a decent business decision to get fans back on his side. Maybe even a few investors, too.

Visibility, accessibility, and coverage:

This may very well prove that miracles can happen, but Michael Jackson needs to make a lightning quick transition from tabloid sponge to press whore, so to speak. It’s that simple. Without new music to pitch, he’s nothing but tabloid roadkill. Hell, at least Britney has a new CD as a defense against the media’s merciless full-court press. On the media-whore front, it wouldn’t hurt Jackson to track down Clerks director Kevin Smith, who openly admits that he’ll do anything to see his name in print. After Smith’s bizarre encounter with Prince, at least the guy could get good material for his next live Q&A/stand-up DVD.

Although it might be impossible given his highly publicized trials, Michael Jackson is in desperate need of a make-over (if that makes any sense at all). One step in the right direction is Michael Jackson’s recent cover spot on the December 2007 issue of Ebony magazine to mark the 25th anniversary of Thriller, in which he also gives a rare interview. In order to change his image, Jackson needs to separate himself from the words "rare interview" and hit the ground running on the chat circuit in every way, shape, and form. Jackson needs to candidly open up about his life, his legal troubles, and the past allegations so the masses can somehow identify with a real person. Sure, he’s done that in the past and got burned, but this time Jackson needs to hit up Oprah, Larry King, Charlie Rose, and every other credible interviewer out there in order to get an ounce respect. On top of that, Michael Jackson needs to make friends with the online media since the Internet is quickly overtaking the traditional print media. In order to make a credible comeback, Jackson needs coverage, which all starts with something to sell.

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