Virgin's R&b Foray Looks Ideal: Male Foursome Combines Old And New School Styles

LOS ANGELES-Every label wants to find the next ideal act. And Virgin Records believes it's found just that with its newest R&B group, the aptly named Ideal.
The young male quartet-whose self-titled debut album lands in stores Aug. 24-is also one of the linchpins in Virgin's plan to be a formidable R&B player.
"In terms of R&B music, Virgin's not going anywhere," says Virgin senior VP/Noo Trybe president Eric Brooks. "We've got a lot of urban deals on the table and are getting ready to kick-start our commitment with Ideal, something we've been doing with Les Nubians."
Bringing group members J-Dant (19 years old), Swab (21), PZ (21), and Maverick (22) together to record the album took two years-the foursome had a prior production deal in place that kept them from recording. During that period, however, they were "in artist development, to a certain extent," Brooks says. They honed their four-part harmonies, did a lot of writing, and choreographed dance routines in anticipation of the album and the ensuing promotional campaign.
Judging from the album and reactions to the group's recent live performances, the practice paid off. "We want to bring back real singing, genuine four-part harmony," says Maverick. "And with the heavy choreography, we just want to bring back the whole aspect of entertaining."
Five years ago, brothers Maverick and Swab, first cousin PZ, and high school friend J-Dant teamed up in Houston. Says PZ, laughing, "We started playing around and singing after school one day. Some girls came up to us and said we sounded pretty good. So we heeded that and decided to form a group." Their first performance: an invitation to sing for the senior breakfast.
First single "Get Gone" (released July 13) showcases the quartet's old-school (Maze Featuring Frankie Beverly, Isley Brothers) and new school (Boyz II Men, Jodeci) harmonies on songs that deal with different elements inherent in male-female relationships. In addition to "Gone," an appeal to women to treat their men with respect, there's the poignant ballad "Never Let You Go," the uptempo "Things You Can't Do," and the summer feel-good track "There's No Way," which features live orchestra strings.
Ideal attracted a strong lineup of songwriters/producers for their debut, including Noontime Music's Bryan Michael Cox, Teddy Bishop (Montell Jordan), Joe (who contributed the cut "Jealous Skies"), and Babyface prodigy Jon John (who produced the tracks "Get Down" and "Break Your Plans"). The quartet also wrote 3ƒ songs and produced two cuts through its Abstract production company, headed by J-Dant 's cousin D. Scantz.
While Ideal's talents will invite comparisons to Jodeci, Dru Hill, and others in that vein, Brooks says the unique harmonies and the fact that the members "always write in four-part harmony" are the ingredients that set them apart.
"This album definitely reflects their abilities," he adds. "They have a "commercialized Take 6 kind of groove. And they would like to play a lot more into that; their second album will dive a little deeper into who they are. But you have to be accepted first before that happens."
In terms of snaring that acceptance, Ideal is engaged in a national promo tour that kicked off July 10 in Flint/Saginaw, Mich., and wraps Aug. 4 in Los Angeles. From the middle of August to mid-September, Ideal will embark on a mall tour of major cities. That itinerary is still being confirmed, according to Virgin senior director of marketing Michele Smith. The "Get Gone" video is running on BET, with plans to take it to the Box and MTV. International release plans are still being confirmed.
In addition to a print campaign, Virgin is developing promotional tie-ins aimed at females 18-30 that will play up the now L.A.-based group's handsome image as well as the members' "ideal" likes and dislikes. "It amazes me how much the older women scream and shout for these guys," says Smith.
"They're a little bit of old school, a little bit of new school," says Stickhorse Records & Tapes manager Earl Johnson in Houston. "[The single is] going out the door. I'm glad to see that, because it lets people know we have talented artists here besides the rappers."
Not bad for a group that picked its name from the page on which the dictionary happened to open. "Besides the dictionary, our second definition of Ideal is a recipe to fulfill every woman's fantasy," says Maverick. "PZ is the romantic boy next door; Swab has a street edge; J-Dant is the ladies' man; and I'm mysterious and laid-back. We offer different ingredients for the ladies to pick from."
Ideal is managed by Carmonique Roberts.