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"The artistry of Carlos Santana has captured millions around the world for many years and he continues his musical and spiritual journey with his new masterpiece."
——Arista's Antonio "L.A." Reid
SANTANA’S SUPERNATURAL SEQUEL
Ain't That a Shaman: New Album Looks to Bring Rock Icon Further Glory
Back in 1999, Arista’s legendary guitarist Carlos Santana was just another veteran rocker looking to reclaim past glories. The guy is a bona fide Rock and Roll Hall of Famer whose band’s legendary Woodstock appearance led to a series of hit albums after he was signed to Columbia by Clive Davis.

Thirty years later, Davis once again took Santana under his wing, this time at Arista, hooking him up with contemporary pop artists like Matchbox Twenty’s Rob Thomas (the hit “Smooth”), Dave Matthews, Everlast, Lauryn Hill & Cee-Lo, Eagle-Eye Cherry, Man and Eric Clapton.

Supernatural went on to sell 25 million copies, earning a record-setting nine Grammys, including Record of the Year, Album of the Year and Song of the Year—sending Davis off to J Records on a triumphant note.

And now, three years later, a new Arista regime, led by L.A. Reid, has its sights set on duplicating that feat with Santana’s follow-up, Shaman, which hits retail Oct. 22.

"The artistry of Carlos Santana has captured millions around the world for many years and he continues his musical and spiritual journey with his new masterpiece, Shaman," said Reid. "Carlos has created some of the most beautiful and stirring instrumentals combined with refreshing, contemporary artist collaborations."

The album follows Supernatural’s successful formula by featuring collaborations with various contemporary pop-rock artists. Those include chanteuse Michelle Branch (for first single “The Game of Love”), rockers P.O.D. (“America”), labelmate Dido (“Feels Like Fire”), R&B star Musiq (“Nothing at All”), Ozomatli (“One of These Days”), opera great Placido Domingo (“Novus”) and Latino superstar Alejandro Lerner (“How Es Adios”). Several other songs, including “Adouma,” “Foo Foo,” “Victory Is Won” and “Aye Azye Aye,” feature members of Santana’s band. Although Rob Thomas doesn’t sing on the album, he contributed three songs as a writer.

Arista Sr. VP Promotion Steve Bartels is pumped about the music. “I feel the public will agree Shaman is a wonderful evolutionary step following one of the biggest albums of all time,” he says. “Carlos and all the artists and producers involved have delivered an incredible body of work. As a company, we are extremely fortunate to be part of this unique and special project. And if I get enough adds, L.A. has promised me I can play timbales with the band on tour.”

Added Sr. VP Artist Development Mark Shimmel: “It’s unusual to have a follow-up to such a huge record that is as deep as this one. It’s important to market the depth of this album. We feel this is a non-traditional adult record. With artists like Michelle Branch and P.O.D., we’re talking about an audience that skews from 15 to infinity. Carlos brings a spirituality to current-day events.”

VP Marketing Tony Ward chimed in: “This is a long-term project. It’s not just about the first single. We worked Supernatural for two and a half years.”

Marketing and promotional initiatives through release date include the following:

  • Reid previewed the album for the entire company, along with the BMG worldwide marketing team, in Miami.
  • AOL premiered the video live on “First View” two days before the single went to radio.
  • First single impacts radio Sept. 23.
  • Video delivered to MTV this week.
  • Performance of “America” with P.O.D. at the Latin Grammy Awards Wednesday (9/18) at Hollywood’s Kodak Theatre.
  • Headlining U.S. tour through October, including a Hollywood Bowl show with Ozomatli (10/12).
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