BusinessTN

Memphis continues to bank on its aging musical heritage to draw tourist attention, along with the commercial investment that comes with such attention. But unless you’re Washington, D.C., dealing in history is always risky. Nonetheless, the December announcement by California-based Concord Music Group that it plans to reactivate Memphis’ famed Stax label could be the biggest music news to hit the Bluff City since Memphis son Justin Timberlake went solo.

Founded in 1959, Stax established the third leg of the holy Memphis musical trinity: blues, rock and soul. A touchstone for black soul and rhythm and blues in the South throughout the 1960s and 1970s, the label produced multiple Grammys, chart-topping hits and an Academy Award. Stax was celebrated at February’s Grammy awards when perhaps the world’s best “house band” ever, Booker T. and the MGs, received a well-earned lifetime achievement award. Along with Booker, et al., Stax’s catalog is essentially a who’s who of soul: Otis Redding, the Bar-Kays, Isaac Hayes, Sam & Dave, Rufus Thomas, and the Staple Singers, to name a few.

Concord, which bought the label in 2004, has more planned for the reactivation than a series of reissues. “I am coming back to Stax because there is still so much to do,” says Oscar-winner Hayes, who Stax re-signed for the launch. “Stax always has been and always will be soul music. It’s like coming home.”

Along with Hayes, Stax signed nu-soul songstress Angie Stone.

“The thrill of putting out music on the label that brought the world Otis, Booker T, the Staples and so many other artists who made me want to sing in the first place is simply indescribable,” says Stone, a Grammy nominee and gold-record recording artist. Also in the works is a tribute album dedicated to Maurice White, the mastermind behind much of Earth, Wind and Fire’s material. The tribute will include artists like Kirk Franklin, Chaka Khan and Meshell N’degeocello.

For Stax, this means rebirth. For Memphis, it means exposure. Concord, in tandem with Soulsville USA, the Memphis CVB and the Stax Museum of American Soul, is planning numerous live broadcasts and other events throughout the year heralding the theme “Memphis Celebrates 50 Years of Soul.”

“Our partnership has been extremely gratifying," says Deanie Parker, retiring Soulsville president. “The people at Concord get it.”

That exposure would grow exponentially if accompanied by the city’s biggest star since Elvis Presley. But just how Justin Timberlake is involved is unclear. Rumors began popping up more than a year ago that the pop superstar wanted to buy and unify Stax and Sun Records, now based in Nashville. Sun execs were eager to deal, but Concord vehemently denied any interest. Timberlake told Good Morning America last September about his vision for Stax, yet wasn’t part of any relaunch announcements.

It’s clear he wants to be involved. Considering Timberlake is now the absolute darling of the celebrity press, it would be unfortunate if Concord couldn’t find a way to involve him as much as possible.