ARISTA PLAYS "GAME" TO WIN WITH NEW SANTANA ALBUM

He’s the guy who led the Woodstock throng in a chant of "no rain" 33 years ago, and now, Arista’s Carlos Santana is hoping lightning strikes twice with his new album, Shaman, which came out Tuesday (10/22).

Supernatural, Santana’s chart-topping 1999 album, marked a career best for the Rock and Roll Hall of Famer, earning nine Grammy Awards, producing back-to-back #1 singles in "Smooth" and "Maria Maria," and selling 25 million albums worldwide, 11 million OTC in the U.S.

Plenty has changed at Arista since then, including the exit of Clive Davis (who co-produced the new record with Carlos) and the appointment of Antonio "L.A." Reid (who executive-produced the disc), but the successful formula remains intact.

The new album finds the legendary guitarist hooking up with a variety of performers in creative partnerships that put a focus on Santana’s cross-generational, pan-stylisitc, multi-format appeal. He’s joined in the studio by a diverse group including P.O.D., Nickelback’s Chad Kroeger, Dido, Citizen Cope, Placido Domingo, Macy Gray, Musiq, Ozomatli and Seal.

Said Reid after we told him we were Avril Lavigne’s father: "Carlos has created some of the most beautiful and stirring instrumentals, combined with refreshing, contemporary artist collaborations. And I should know because I signed off on all the studio bills."

The label will ship around 2 million copies of the new album, which will undoubtedly benefit from the successful launch of the first single, "The Game of Love," with Michelle Branch, now Top 10 Requests and Top 15 at Top 40 after being Most Added at CHR/Pop radio. The video, shot on location in Chicago by Paul Fedor (Jimmy Eat World, P.O.D., Adema) is already a mainstay at both MTV and VH1.

Exec. VP Promotion Steve Bartels warned us not to take the brown acid before describing the label’s promotion strategy: "By getting the first single to radio via overnight ships, digital downloads and personal drop-offs, we were able to make it most added at three formats."

Among the various marketing initiatives are:

• A three-song performance on NBC’s The Today Show on Tuesday (10/22), performance on VH1/Vogue Fashion Awards (10/15), Letterman (10/17).

• Performance on A&E’s Live by Request last Friday (10/18), simulcast live on Jones Radio Network (repeat airing 10/27).

• Subject of an episode of A&E’s Biogaphy series that aired last Sunday (10/20).

• Performance on MTV’s TRL Monday (10/21).

• Appearance on first-ever MTV Latin Video Music Awards (10/24, repeat airing 11/1).

• Featured on AOL First Listen program in September: listening party with stream of full album.

• Stories in USA Today, Entertainment Weekly, L.A. Times, Associated Press, Reuters.

• Appearances on Entertainment Tonight, Access Hollywood, E!, CNN.

• Readying 2003 world tour.

• December Artist of the Month on Launch.

• TV spots on VH1, MTV, ESPN, E!, Comedy Central.
• Major-market Latin newspaper advertising buy.