Ruby Amanfu and her first CD "So Now The Whole World Knows", after the CD release
by Dave Matthews
February 1, 2004

After Ruby's CD was pressed, we sent out copies to the local radio stations, newspapers and reviewers. We put the CD up for sale on consignment at Media Play and at Tower Records. CD sales were moderate (at first!). Soon the word about Ruby started circulating, and she was invited to perform at an outdoor venue in front of a Media Play store, in addition to a number of other acts. The event was published in the daily paper and local Scene magazine, but no other real exposure was given.

The afternoon of the Media Play event I got there early to catch the performers. Some acts were fairly good, one a touring road act that was excellent, but some not so good. There was never more than about 50 people at a time in the parking lot watching the show, and applause was scattered, even after the good performers. Then it was time for Ruby.

I looked around and the parking lot was jammed with people...they knew that Ruby was going to be there and when, and they showed up! Every song Ruby did with her band of friends was greeted with loud applause, she was a hit! After she got off the stage she signed about 50 of the copies of the photograph that I had used for the CD cover. What a blast! And there was a bit of satisfaction seeing the record label folks there just sizing everything up. The master of ceremonies of the Media Play event was obviously taken by surprise by the response to Ruby, complaining to the crowd: 'where were you earlier?" Ha!

Ruby attended a local university rather than returning to Boston, and that gave us a lot of opportunities to promote her and the CD. We produced a publicity package with the photo and the CD and once again sent them to all of the local media outlets, and the local music reviewers, and the local clubs. Soon enough we got a call from one of the premier listening rooms in Nashville at the time, the Caf, Milano. They let us in to see a show to decide if the venue would be right for Ruby, and she accepted the invitation to perform. That was a few months before a local music festival in Nashville began where clubs all across the town would be showcasing many different acts over the course of a week. So the timing was perfect for Ruby's entrance onto the local music scene. She was *fantastic* at the Milano, the house was packed (again I saw label folks), and the response was great:

In the October 23, 1998 issue of Music Row magazine, Robert K. Oermann wrote: "This ranks as one of the finest discoveries I've made all year long. Ruby's literate songwriting, acoustic-pop production, and Joan Armatrading/Tracy Chapman sensibilities are equally ear tickling."

In the November 13th Tennessean, Rick de Yampert (Tennessean music writer) wrote: "...such Amanfu songs as 'Aaron' and 'Empty' are polished modern pop tunes that showcase her robust yet siren-like voice -- think of current sensation Natalie Imbruglia. Meanwhile, such songs as 'Mr. Cunningham', 'Because of Love', and 'Simplicity' find Ruby doing the folkie, Gen-X Joni Mitchell thing, and doing it quite alluringly."

Some funny things then started to happen, I was getting calls from local reviewers as well as publishing houses and record labels, all wanted more information about Ruby. We were able to find a very kind music lawyer who helped Ruby field the various interests and potential contracts. I must say I had a lot of fun sending promotional packages to places in New York with the sticker affixed "Ruby Amanfu; Requested Material". Shoot, those companies wanted the material the next day and gave me their shipping credit numbers. Great fun for me. And Bil Vorndick, a celebrated Nashville engineer and producer called me up with congratulations and said he couldn't get the CD out of his player, he enjoyed it that much!

Ruby was invited to join in the music festival, and her first show was at the 328 Performance Hall. I had spent the day getting the passes and tags for the band she was working with to give them access to the venues for the week, and I wasn't sure how well Ruby was going to do with just a few hours of rehearsal. I shouldn't have worried...

Ruby took control of the 328 Performance Hall that night. The crowd went wild over her. She was in complete command on the stage, the band was excellent, and she connected solidly with everyone in the audience. I was astonished, there was seemingly no end to her depth and power, and I believe that to this day. I had never before imagined that she could be such a great performer...please, if you get a chance to see Ruby perform, GO!!!

That performance caused the papers to sit up and take notice:

In the February 14, 1999, Tennessean: "Nineteen-year-old Nashville singer Ruby Amanfu deserved a Zeus-sized "Wow!" for her Saturday night performance at 328 Performance Hall. And she did it with a set of funky, soulful folk delivered by her gorgeously quivering voice, which sounded like the sighs of a dove. One of Extravaganza's absolute highlights."

Then the bidding war for Ruby's contract began, and that was a both an exciting and a tough time for her. That part of her history is for her to tell, but she held up under the stress and made good choices.

I continued to promote Ruby for her sake as well as the CD sales (Ruby owns a percentage of the project), and every time a review of Ruby was written (always good!), I added it to her promotion pack and sent it out again. It was amusing how many people claimed to have 'discovered' Ruby, only after I had sent them 3 or 4 copies of the promo-pack! In fact, the person who should be given the credit for discovering Ruby is Ruby herself. She knows her destiny, all of us around her are just helping her to achieve it. Here are some more reviews:

In the March 11th, 1999, Tennessean: "And as a direct result of her Extravaganza appearance, "multiple labels are salivating" over Amanfu, one insider said...She's one of those amazing discoveries out of Extravaganza."

In the May 1, 1999, Tennessean Music City: Entertainment "Today's Hot Spots": "Nineteen-year-old Nashville singer Ruby Amanfu has a voice that could make the gods sigh - or turn them lime-green with envy. Amanfu is going to get compared a lot to Tracy Chapman or Jewel, but she may end up eclipsing both those artists. Yes, Amanfu is that amazing."

In the June 1, 1999 Tennessean: "If soulful folkie Tracy Chapman and modern, Lilith Fair-type folkie Jewel stepped into some Star Trek-type device that combined their musical talents, you'd end up with Ruby Amanfu.

This Nashville artist has a voice so achingly beautiful it makes a dove's coo seem like a drill sergeant's bark. Plus Amanfu knows how to craft flavorful, funky, modern folk tunes and melancholy, introspective ballads."

In the October 15, 2000, Tennessean WOMEN section: "Her singing sounds light and calming, like lullabies, and deepens as her topics drift among joy, forgiveness, despair, and always, love."

Ruby continued to perform locally until she was called to go to the UK and start working on her first 'official' CD. That is a wonderful album, I enjoy every cut on it, but I will always be most fond of her first CD, and the memories it contains.

Her first CD essentially began life when she wrote 'Because of Love" at 15/16 years of age. I was fortunate enough to have been able to record and promote the works of Ruby when she was just starting out. That first CD holds a time capsule of the Ruby that existed at that time, a time that will never be repeated. I am fortunate to be the one to capture those moments in her artistic career. I am more fortunate to have been blessed with the friendship with Ruby, and to hear her voice and her songs. Life is good!

DaveHee!

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