Deep Purple (album) - Promotion in America

Promotion in America

"Emmaretta" was a commercial stint for the band, who sounded nothing like the style which was presented on it. This change in style was a stab to try to get a hit. However, yet again their single did not convince the British public. In late March, the band had completed the sessions for their third, as of yet unnamed, album. Early April 1969 found Deep Purple on their way back to America to start off a new tour, which would last for another two months, similar to how they had done it in Britain.

Upon arrival, the band found out that their North American label Tetragrammaton had not yet manufactured their now finished album. Thus, people who saw them on the road would, for a time, only find the band's back-catalogue sitting on store shelves. Additionally, things were now starting to look grim for the year-old label, and bankruptcy was looming. After building a strong foundation and showing a desire to really back up their artists (such as the heavy promotions of "Hush" and "Kentucky Woman" in America), the label's spending had just got out of control. Deep Purple had not been able to repeat the success of "Hush," and very few singles by other artists assigned to the label had sold well enough.

While touring, the band experienced some economical limitations, resulting in them asking their manager John Colleta to fly back home, so the hotel-bills would be reduced. In an attempt to salvage their own situation, the Tetragrammaton Label issued "Emmaretta" as a new single, backed by the early version of "Bird Has Flown" as its contemporary B-side. The single was to much dismay and disappointment, largely unsuccessful, failing to affect the US charts. Even though their most recent single there was doing poorly, the band was getting a reputation as a fine live act. The band had now really begun to develop their stage presence into something grander, going in a more loud and heavy direction, showcasing the instrumental talents of Blackmore and Lord which would presage things to come. Deep Purple had effectively turned into a highly proficient band on stage.

However, things were now starting to heat up internally, and band members were getting more vocal about the direction they wanted the music to go, as well as being dissatisfied with their salary for concerts. By late 1968, founding members Lord and Blackmore were starting to yearn for a sharper, rawer and overall heavier sound. But they felt that singer Rod Evans, with his tender, smooth voice, would not be able to cope with louder, more aggressive material. Tensions were also high with bassist Nick Simper, who did not really approve of the band turning heavier. It was in May, during the ongoing American tour, that Lord and Blackmore agreed on changing the lineup; shifting out both bassist Simper and singer Evans. The band's drummer, Ian Paice, on the other hand, had his firm place in the band, and Lord and Blackmore talked their ideas over with him. Paice agreed to the lineup shift.