Meet Soul Train Cruise Executive Producer Michael Mitchell
Ever stop to wonder who comes up with the lineup on the Soul Train Cruise? Not only does it take a deep knowledge of classic R&B music, it takes a person with the experience and relationships to book these stars to come on board and have the time of their life with you. Meet StarVista LIVE and Soul Train Cruise Executive Producer Michael Mitchell.
411: You came up with the concept for the Soul Train Cruise. What is the story behind how the Soul Train Cruise came about? Who are the presenting groups?
MM: StarVista Entertainment/Time Life is known for its nostalgic infomercials that market and sell classic CD and DVD collections. We have had a great deal of success over the years with urban music and DVDs. A few years back I licensed the “Soul Train” show to release on DVD through Don Cornelius, creator of “Soul Train,” and his son, Tony Cornelius, who is also our cruise host. We had a big success with that collection. So when we were looking for an urban theme for a cruise I decided to go to the “Soul Train” people and license the name for the cruise. I also brought in Centric/BET as our media partner through Centric EVP/GM Paxton Baker.
That is the genesis of how we launched the Soul Train Cruise. Black music and urban product are about 25 percent of StarVista Entertainment/Time Life’s entertainment business. People who watched and bought our products from the infomercials many times would also ask if they could buy a copy of the show itself because they loved the classic clips of the artists performing in our shows. That is where the initial idea to do theme cruises came from, creating a live version of our infomercial shows. We initially were looking at doing touring shows and concerts, then moved into the theme cruise area.
From an overall theme standpoint, does the cruise reflect the energy and excitement of the landmark television show?
Absolutely, we have the biggest names in classic R&B performing live on the ship, plus we have them doing interactive events with the cruisers being able to get up close and personal and rub elbows with the Artists. Our sweet spot is the biggest R&B artists of the ’70s and ’80s, who have great live shows and tours. This also coincides with the era in which most of our cruise Guests grew up and was also a heyday for the “Soul Train” weekly television show.
Tell us a little about you background. How did you get started in the music business?
I have been in the music/entertainment business for 30 years. I started in publicity and marketing for ’70’s and ’80’s rock artists and worked at MCA, A&M and Universal Records before going to work for Michael Jackson as tour press director on his BAD Tour. I also had a 12-year stint at Motown Records, where I reached executive vice president and was instrumental in launching the careers of Boyz ll Men, Queen Latifah, Johnny Gill and worked with classic Motown artists such as Stevie Wonder, Smokey Robinson, The Temptations and Diana Ross. The last 11 years I have been with StarVista Entertainment/Time Life in New Product Development, Marketing and Strategic Partnerships and now at the StarVista LIVE division. I have been responsible for bringing several very successful products to StarVista Entertainment/Time Life, such as the Rock and Roll Hall of Fame Collection, Soul Train DVD Collection and the Motown 25 DVD collection, to name just a few.
Is Don Cornelius' family involved with the cruise; if so, how?
Tony Cornelius, son of “Soul Train” creator Don Cornelius and a producer of the weekly “Soul Train” show and yearly award show for 15 years, is our host of the Soul Train Cruise.
What's an average day on the Soul Train Cruise like?
Chock-full of live performances, Artist Q&A sessions, meet and greets, cooking demonstrations, cocktail receptions, dance lessons with Original Soul Train Dancers, wine tastings, tribute events, vow renewal ceremony, theme nights and costume parties, great food and drink, Club Soul Train — our dance club which stays open late into the night with MC Extraordinaire Doug E. Fresh and his DJ spinning great R&B tunes. Plus, all the luxury cruising has to offer, including the spa, gourmet meals and deluxe accommodations. Not to mention stopping at great ports, including Grand Turk, Puerto Rico, St. Thomas and Half Moon Cay.
You have had some legendary Artists on the cruise. Generally speaking, how do they respond to being asked to perform?
They all love “Soul Train,” and owe Don Cornelius and “Soul Train” a debt of gratitude because, for most of them, “Soul Train” was their first television appearance. It gave them national exposure and helped launch many careers.
What is it about the Soul Train Cruise that distinguishes it from some of the other music-themed cruises out there?
This is a luxurious high-end cruise for classic R&B fans. The interactive Artist/cruiser activities also separate us — a real opportunity to rub elbows with R&B superstars in a relaxed, fun setting. This is the perfect opportunity to spend a week on a full-ship charter, with 2,000 like-minded music fans from similar backgrounds, all having a great time together.
Is there anything planned for the 2015 journey that's new or special to the cruise?
Yes, in addition to our fantastic lineup of Maze featuring Frankie Beverly, Gladys Knight, James Ingram, KC & The Sunshine Band, The Spinners, The New Stylistics, Regina Belle, The Fifth Dimension’s Marilyn McCoo & Billy Davis Jr., Harold Melvin’s Blue Notes and more, we have added MC Extraordinaire Doug E. Fresh and his DJ, who will be in Club Soul Train every night.
We understand many of the folk who go on the cruise are repeat “offenders.” Why do you think that is?
It’s simple; our cruisers have a wonderful time and experience the vacation of a lifetime. They make new friends, and come back to see them each year. At least 50 percent of our cruisers have cruised on a prior Soul Train Cruise.