Jon Bon Jovi: he may come across as music's ultimate
"everyman," but there's nothing ordinary about Jon Bon Jovi's journey.(THE
INCREDIBLES)(Interview)-10.2005
Interview
As the Superman tattoo emblazoned across his left shoulder would indicate, Jon
Bon Jovi appears to know no bounds. Not only has he been part of one of
America's most successful, longest running bands, owning an arena football team,
and even fashioning a parallel career in the movies (he can currently be seen in
the thriller Cry Wolf), his band, Bon Jovi, just released their 10th album, Have
a Nice Day (island). But the performer hardly thinks of himself as a
superhero--if you ask him, he's just a regular guy from the Garden State, albeit
in leather pants. Here he talks about doing it all with fellow multitalented
maverick Jay-Z.
JAY-Z: So, Jon, what's going on?
JON BON JOVI: Oh, man, what isn't going on? As my wife says, it's time to feed
the animal again. [laughs] The wheels are starting to spin.
JZ: It feels like you're rewing up, like you have to prepare yourself--
JBJ: Well, it's not so much the touring aspect of it yet; it's the album. >From
the videos to proofing the artwork to the singles being out on the radio--you're
sort of holding your breath and waiting to see what the reception is. Taking
this album on the road is such a big deal, and everything has to fuel that.
JZ: What's your recording process like?
JBJ: Typically we'll demo 10 songs at a time, but they're very detailed demos.
For instance, there were 38 unreleased songs on our box set that sound like
finished master tracks but are just demos--that's just the way we do it. And
then we go in and narrow it down to 10 or 12 songs. This was a very different
record, though. With the help of technology, we put the drums and bass on the
record last, so the songs were written without a band, and we didn't demo them
at all. It's different for us, but that's what John Shanks [co-producer] brought
to the project, and I think the outcome was well worth it.
JZ: That's cool. So give me your top five rock 'n' roll moments.
JBJ: Wow! [laughs] When Slippery When Wet (1986) went to number one, I realized
our lives were going to be changed forever. Then probably the Academy Awards
presentation when I was doing the solo stuff with Blaze of Glory (1990), as well
as playing Giants Stadium for the first time--at that point in my career a lot
of people didn't think I'd ever be able to play stadiums again, and in all we've
done it five times. I'd also say being granted license to play Hyde Park, like
the Rolling Stones did, on the last tour. And probably also seeing "It's My
Life" from the Crush (2000) album find a whole new generation of fans.
JZ: And how about the top five overall, not having to do with you personally?
JBJ: My first would be Elvis taking all those musical influences and making them
his own and starting rock 'n' roll. Then I'd say Frank [Sinatra]'s formation of
the Rat Pack--it's really what the core of being in a band is all about. Also,
the Stones and their longevity, and seeing the E Street Band in '78 and breaking
out in a sweat realizing that that was what I needed to do for the rest of my
life.... I don't know, is that only four?
JZ: [laughs] Yeah. But that's enough--those are great. You said something about
people thinking you would never have the chance to play Giants Stadium twice. It
made me think that it's when an artist comes up against adversity and comes
through it that he is really defined. It's what makes a story interesting, like
yours or Mariah [Carey]'s.
JBJ: I agree. I think all real careers ebb and flow. There are extremes way
beyond mine or Mariah's. Consider someone like Sinatra, who when he won the
Academy Award [in 1953 for From Here to Eternity] didn't have a record deal,
didn't have a movie deal, and had to rely on his wife Ava Gardner to get him an
audition. Here was a guy who was at the bottom after having been on top for a
long time; that's when you dig down and become a true artist that can stand the
test of time. Now my book has yet to be written, but I've had enough ebbs and
flows in the last 20 years to appreciate the good and not worry about the bad.
JZ: So, what are you listening to now?
JBJ: I'm wide open to what's going on in rock right now--I remember somebody
saying a year ago that rock music was dead, but I think things have really
turned around with acts like the Killers and Jet and Damien Rice. I think
there's another generation that's coming along to keep the genre moving. Two
years ago I would have questioned if the music industry would support another
Tom Waits or Bob Dylan, but when you hear a guy like Damien Rice, I think the
answer is yeah.
JZ: All of us in the hip-hop world envy you guys because rock bands have the
opportunity to tour extensively and develop their acts, whereas we have to go
through radio, hopefully get a hit, and then we get the opportunity to tour. But
I guess because we don't have so much instrumentation on the stage it's not as
important for us.
JBJ: Yeah. Though it makes rap music more reliant on the record-making process
than the show itself. And then obviously, you can't go out there and play three
songs everyone knows and expect to fill up an arena unless you're one of the
more established rap artists with a catalogue of music. But I've seen rap grow
in the touring world immensely. I saw Eminem in Germany play a 50,000-person
stadium without a drum kit or a guitar, and he managed to connect with every
single person in that arena, from the front row to the seats all the way in the
back. When the lyrics are that powerful, the connection is made. This is a new
era with a new way of taking what Elvis started with his black and white
influences.
JZ: Tell me about one of the songs that changed the whole album for you.
JBJ: Our structure is such that when I narrow things down to the 12 songs on the
album, that's it. In fact, I spent last night with L.A. [Reid, Chairman, Island
Def Jam Music Group] and Steve Bartels [President, Island Records] discussing
the third video and the day and time and place I intend to shoot it, because if
I don't do it on a particular date, there's no other time. After that I'm out on
the road, and we could be any where--Europe, Asia, South America. It's like I
said earlier: The wheels are spinning because there's no looking back.
JZ: By the way, your video [for "Have a Nice Day"] is really crazy--you see
those smiley faces everywhere. I really think it's going to start something.
JBJ: I hope so. I think that whole thing is going to be pretty cool.
JZ: When was the first time you realized you were really famous?
JBJ: You know what, that's a tricky question for me, because when I was still in
high school in the late '70s and early '80s, playing in Jersey bars and opening
for these famous guys, I thought that was fame. And then when we got a record
deal I thought that was fame. And then when we had success with Slippery When
Wet, I thought, Oh no, this is what fame is. So it just gets bigger and bigger,
then you're playing stadiums and making movies, and then you're a guest at the
White House. So at this point, I don't even consider myself famous.
JZ: That's a very humble thing to say, because you're definitely very famous.
[laughs]
JBJ: It's weird because I don't relate to it. Yesterday I was talking to a guy
from Nike who came to see me because I own a football team [the Philadelphia
Soul, part of the Arena Football League], and I was exploring doing a little
deal with them to get my team some uniforms and compression gear and what have
you, and he just says, "I don't get it. You don't have 99 people I have to go
through to have this conversation?" And I just said, "Nope. The yes or no is
right here." Meanwhile, he's telling me he's got to hire babysitters for the
players to make sure they wear the product on the street, so he's got this whole
team of executives whose job it is to make sure so-and-so wears the swoosh. I
just never understood doing it that way. I'll take the blame or the credit, but
this is where the buck stops.
JZ: Oh, now we're switching into sports. I like that segue.
JBJ: [laughs] How are you enjoying being a part of the Nets ownership group?
JZ: It's beyond my dreams. Where I grew up, we dreamt about being basketball
players, and that's a huge one because maybe the top 10 percent make it to the
NBA--everyone's vying for that same thing.
JBJ: Yeah, I'm living that with the football team because it's part of the AFL.
They're either on their way up to the NFL or on their way down from the NFL, or
size prohibited them from playing in the NFL at all, and this is another outlet
for them to try to make their dream come true. And for me, too.
JZ: That story right there would make a great movie. It's got so much heart and
everything that it belongs on the big screen.
JBJ: I agree. I would pitch that to anybody who would listen and develop
something around it because I truly believe in the dream--what these kids are
all holding onto and what they stand for. And I feel responsible for them
because of that. So when any of the guys come up to me and go, "Guess what? I
got a shot to go to camp with the Patriots," I say, "Here's your contract. Go!"
That's the greatest gift I can give them. I've currently got three guys: two are
in camp with the Patriots, and one went to the Chargers. I lost some great
players there, but I hope they make the team--that's one of the real joys I get
from this.
Shawn "Jay-Z" Carter is currently the president and CEO of Def Jam Records. In
addition, he has several other businesses, including the Roe-A-Wear clothing
line and his 40/40 clubs.