Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: FRIDAY, December 10, 1993 TAG: 9312140016
SECTION: EXTRA PAGE: 1 EDITION: METRO
SOURCE: MARK MORRISON STAFF WRITER
DATELINE: LENGTH: Medium
With an act that cites The Temptations, The Four Tops and The Whispers among its main influences, After 7 appeals more to an older audience than some of the other new performers in R&B music today.
At the same time, with hip record producers L.A. Reid and Babyface connected with the group, After 7 gets equal respect and support from the younger crowd.
Mitchell, one of the three members of After 7, says that this wide range of appeal is rare for a relatively young group - and a big reason for its success.
It also explains why After 7 can go from touring with rapper Hammer to touring with Motown veteran Gladys Knight and win over audiences either way.
In addition, the group enjoys the best of both worlds on the concert circuit, Mitchell said in a telephone interview this week from his home in Atlanta. It can play both the big shows with big stars like Hammer and Whitney Houston, while also playing smaller shows as the headlining act.
Tonight, After 7 will headline the bill at the Roanoke Civic Center auditorium that includes Miles Jaye, Ready and Willing from Roanoke, and Sabrina Hood-Hall from Lynchburg.
"It keeps the show sharp and puts a little change in the pocket," Mitchell said of the smaller dates, like tonight's in Roanoke.
The smaller shows are slightly different, however. Rather than having a band in tow, like it would as an opening act for Hammer, After 7 will perform to pre-recorded backing music.
"It's real easy to come in and do a track date," Mitchell said.
Financially, it is also the only way. Carrying along a band for a small show is too expensive to make it worthwhile. "The dollars just aren't there," he said.
But otherwise, he said, the group puts on the same show. The singing is live, even if the music isn't, and the dance steps and choreography are all the same.
The money is about the same, too. Mitchell said a small track date makes the group about the same as a large concert with band. The exposure of playing a large show to a larger audience make it more appealing, however.
"The value comes back in a different way," he said.
Mitchell is the cousin of L.A. Reid, who, along with Babyface, is among the hottest producers in R&B. The other two members of After 7 are Kevon and Melvin Edmonds, two of Babyface's brothers.
They formed After 7 in Indianapolis, where the Edmonds brothers were students at Indiana University and members of the Indiana University Soul Review. Mitchell had been touring with The Deele.
Their 1989 debut, "After 7," was released under the direction of Reid and Babyface and became a surprise success, yielding four hits: "Ready or Not," "Can't Stop," "In the Heat of the Moment" and "Nights Like This," which was featured in the movie "The Five Heartbeats."
The group's 1992 follow-up, "Takin' My Time," was not produced by Reid or Babyface, but still produced the hits, "Baby, I'm For Real/Natural High," "Kickin' It" and "Can He Love U Like This."
Mitchell said there was no falling out with Reid and Babyface. It was just that they were too busy with other projects to work on "Takin' My Time." "The commitments to the record company came first,'' he said.
Babyface will be on board for the next record, which Mitchell said the group will begin recording in January.
The Babyface influence has been a key to his group's success with both young and older audiences, he said, because Babyface has a knack for melody and for love songs that still incorporate urban grooves.
Currently, Babyface has a half-dozen songs at the top of the charts.
"We really expect a real solid album," Mitchell said.
by CNB