Mickey Stevenson: Motown's First A&R Man - Part 9

In Part 9 of Mickey Stevenson’s story, we dive into the creation of the iconic Motown Revue tour-a groundbreaking experience that would bring the Motown sound to audiences across the country. Barry Gordy approached Mickey with an ambitious idea: to take the entire Motown roster on the road, performing across the “chitlin circuit.” Mickey was initially hesitant, overwhelmed with his studio responsibilities, but Barry made it clear that either Mickey or he himself had to go on the tour-and Mickey was the obvious choice.
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Once on the road, Mickey quickly realized that the Motown artists had the potential to be the best live performers, but there was a major gap in how their shows were presented. Observing other tours, Mickey noticed that while the artists were great, the performances were poorly organized, with long delays between acts as crews had to set up for each new performer. He knew that Motown needed to be different-more professional, more seamless, and more exciting.
Mickey decided to take the entire Motown package on the road, bringing along the Funk Brothers, the backup band, and all the artists. The key was to make sure everything sounded just like it did in the studio, with no time wasted between acts. To achieve this, Mickey meticulously rehearsed the entire show, from lighting and sound to stage transitions, making sure every detail was perfect.
When the tour began, Smokey Robinson suggested Mickey conduct the orchestra, given his intimate knowledge of every song. Mickey agreed, and the show quickly became a hit. The Motown Revue was a tightly choreographed, high-energy spectacle where the performers never left the stage. As soon as one artist finished their song, they would grab a microphone and join the others, keeping the energy high and the audience engaged.
However, despite the packed venues and enthusiastic crowds, Mickey realized they weren't making any money. Upon investigating, he discovered that some fans were staying for multiple shows, essentially watching the entire tour without leaving. To solve this, Mickey implemented a new rule: at the end of the show, he would ask the audience to leave so the next group could enter. This strategy worked, and ticket sales soared, allowing the Motown Revue to thrive and expand across cities.
Thanks to Mickey's vision, hard work, and commitment to excellence, the Motown Revue became a landmark moment in the history of live music. It helped establish Motown as not just a record label, but a cultural force that brought unforgettable performances to audiences across America.
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