The Years 1989 to 1994
On December 18, 1989, news agencies announced that Michael had stopped working on the album “Decade” (Decade), which was supposed to include his greatest songs. Because, by creating new works, he is thinking about offering another album to please his fans.
In the spring of 1990, an advertisement for L.A. Gear—using Michael’s song titled “Wanna Be Startin\' Somthin\'”—was being shown in cinemas. But Michael himself did not appear in this advertisement. This commercial teaser was later also broadcast on television.
[L.A. Gear commercial teaser]
In July 1990, the first promotional photo of Michael for L.A. Gear products was published in magazines. Jackie’s eight-year-old daughter, Brandie, and Michael’s brother also appeared in this advertisement. The teaser was broadcast on television.
Michael’s first television commercial after four years was described by the advertising industry as a creative ad that created a new direction in this industry.
One month later, in August 1990, L.A. Gear advertising teasers featuring Michael were shown in cinemas.
On August 18, 1990, it was reported that Michael had appointed Sandy Gallin as his private planner.
On March 20, 1991, in New York City, the biggest music contract in history between Michael and Sony [which had bought the CBS network in 1988] was signed. The Japanese multinational company entered into a fifteen-year contract with Michael to release six albums and films.
Michael’s name was registered in the Guinness World Records book as the highest-earning singer in music history, and to this day he has maintained this record. In this book, the value of this contract is stated as 890 million dollars, but its real value is estimated at one billion dollars.
Therefore, under this contract, Michael received, in cash, 18 million dollars as an advance payment for each album, and 5 million dollars as salary.
Michael, who is now the highest-earning singer throughout the entire history of music, receives 25% of the income from the sale of each album. He is also the CEO of his company, Nation Records, which later changed its name to MJJ (MJJ). For this position, he receives one million dollars per year. Reports of this highly profitable deal were later published in the press because it had created new standards in the field of pricing.
On April 17, 1991, a small Indian dance music company named Nation Records threatened Michael that if he used their name for his products, they would sue him. Catherine Canwell claimed that for three years they had been selling their products under the name Nation Records and had gained worldwide recognition. Therefore, Michael changed the name of his products to MJJ Productions.
In September 1991, at the MTV Music Video Awards ceremony, it was announced that the “pioneering music video” award—MTV’s most important award—would henceforth be given to winners under the name “Michael Jackson.” Benji Joy was the first person to receive the “pioneering music video Michael Jackson” award.
In November 1991, a promotional teaser for Michael’s new and long-awaited album was broadcast for thirty seconds, directed by David Lynch. The album was called “Dangerous”.
Finally, on November 14, 1991, the first music video from the album “Dangerous,” titled “Black or White,” was broadcast simultaneously on television in twenty-seven countries around the world. The number of viewers was estimated at 500 million people, and this was the highest figure that had been achieved up to that time for the television broadcast of a music video.
[Black Or White video]
In this video, people such as Macaulay Culkin [the actor who played the role of Kevin in the film Home Alone], Brandie [Jackie’s daughter, Michael’s brother], Bart Simpson, George Wendt, and Huey D [a rap singer] appeared. The “Black Or White” video was directed by John Landis [director of the “Thriller” video].
After the video’s first showing, the press went into a frenzy of excitement. Michael’s new video came with a huge event! After four years of waiting, Michael’s return was accompanied by extraordinary success.
Only a few hours after “Black Or White” was shown, the video was being broadcast across all news networks around the world, and immediately a commotion was sparked over the final segment of the video, which was somewhat violent [the part related to the black panther], leading to a worldwide controversy.
Especially mothers and fathers were upset by what the media called violent and sexual scenes involving breaking glass and Michael Jackson’s pretending to masturbate.
[The part related to the black panther from the Black Or White video]
The publisher of Michael said that Michael’s dance model in this segment shows his interpretation of the savage and animal behavior of the panther.