Melissa Williams Expands Beyond 'Make You Mine'

NEW YORK -- As pop ing�nue Melissa Williams scales The Billboard Hot 100 with "Make You Mine," JIVE Records is executing a multifaceted marketing strategy that's designed to capitalize on the active teen market -- while simultaneously exploring the 18-year-old singer's potential to connect as well with adult audiences. Williams's eponymous set is due Oct. 17.

In July, the label showcased Williams in New York, Los Angeles, Toronto, Las Vegas, and Minneapolis. Aimed primarily at BMG staffers, as well as local radio and retail reps, the gigs had the artist performing the album with only piano backing.

Williams will offer a similarly styled performance when she does her 7 city Promotional Tour Aug. 10, 11, and 13, except these shows will show her performing tunes from the album along with a cover of the Billie Holiday's chestnut "Strange Fruit." The dates will serve as a warmup to a early/late-fall tour with Teen Pop boygroup 2Gether.

Shortly after the Promo Tour, Williams will begin a string of television appearances that will promote her self-titled debut album.

Directed by Nigel Dick, the clip supporting "Make You Mine" has begun to get active airplay on the Box and MTV. In fact, it's attained "buzz-worthy" status on the latter network's daily "Total Request Live" viewer call-in program.

"It's a dream come true that people are responding in such a positive way to my music," says the singer, who is managed by Mark Hilton. "At first, I was a little afraid that some people might not completely get where I'm coming from -- particularly with 'Make You Mine.' "

Williams is referring to the song's occasionally seductive lyrical tone. Fueled by a chugging groove and richly layered vocals.

"The song is not about trying to get a boy I like to have sex with him," she asserts. "It's about getting what you want, and if you like someone go for it, ask him/her out. It's about not giving up until you get what you want"

In fact, Williams is anxious to use the tune as an opportunity to deliver a positive message to the young people who will buy it. "It's time for something different," she says. "It's time that music make kids feel confident and secure. And I'm looking forward to reaching out and touching as many of them as possible."

Among the avenues Williams will pursue on her mission will be the Internet, on which she is already the subject of many fan-operated Web sites.

The Portland, OR. artist has been preparing for the chance to reach a wide audience since she landed a spot on Star Search at the age of 6, where such current stars as Britney Spears, Justin Timberlake of 'N Sync, and Christina Aguilera once preformed. From there, a couple of years later Williams was picked to sing "All Of You," for Disney's 1997 hit "Anastasia."

"It was a great way to grow up," she says. "I got the most incredible education, both in terms of who I wanted to be as an artist and in terms of how the business works. It gave me the focus I needed to make this album."

The self-titled project provides an engaging blend of trend-savvy uptempo ditties and warm ballads produced by such luminaries as Diane Warren and the best producers in the biz today.