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From Ruins to Rising A Kweevak.com Rock Report by Richard J. Lynch If Bruce Springsteen ran a political campaign the same way he has undertaken the marketing and promotion of his new CD, The Rising, he could probably rise to any elected office to which he aspired. Mr. Springsteen has unleashed a multi-pronged, hi-tech marketing and promotional assault on the American public, and the world at large, to promote the first E Street Band studio album in over 18 years. Springsteen has built the excitement surrounding his new release into a fevered pitch through a combination of grass roots networking, an inspired use of the Internet, and an all-out media blitz beginning with an appearance on NBC's Today Show live from Asbury Park on July 30th, the day of The Rising's release.
 His city of ruins is rising up!!! Though these efforts may achieve a revival of interest in Springsteen's music and a heightened international recognition for the rebounding rock star - a greater socio-political experiment might be at work here. When Springsteen returned to performing with the E Street Band in 1999 he not only rededicated himself to his band and the music they make. It seems he also made a promise to the town he paid homage to on his debut album of almost 30 years prior - Greetings from Asbury Park, N.J. - with proceeds from the two benefit reunion tour rehearsal concerts held at the city's Convention Hall being distributed among eight Asbury Park-related charities. In 2000 and 2001 Springsteen performed a series of Christmas concerts at the same venue with proceeds again going to local recipients. It was at the 2000 concerts where Springsteen debuted the stark and moving song, "My City of Ruins", which he calls a prayer for his adopted hometown.
 Springsteen has turned this venue into his home base since 1999. Prayer might be better called prophecy in this case. In the song's lyrics Springsteen cries for the fallen city to "Come On, Rise Up, Come On, Rise Up". Though 'My City of Ruins' went on to represent a greater national recovery when it was performed as the opening to the Tribute to Heroes television special and CD, it now appears as the final track on the new CD in continuance of its original mission. Springsteen has been associated with national and local politics in the past having had his 'Born in the USA' co-opted by both political parties during the 1984 national presidential elections. His 'American Skin (41 Shots)' was probably the most dissected and politically divisive song of 2000 and it returned the Amadou Diallo tragedy to the forefront of national news shows and editorial columns. Most recently when Springsteen was the subject of a "draft Bruce" movement to run for state Senator from New Jersey he released the following statement, "If nominated, I will not run. If elected, I will not serve." Yet, Springsteen might be doing more for an individual community than any other state politician in recent memory. Not long ago he donated $50,000 to improve the city's playgrounds and the new focus on Asbury Park, for which Springsteen deserves a great deal of the credit, is drawing wide-ranging interest. The Asbury Park Chamber of Commerce web site states, "The downtown is humming with restoration projects, as a flurry of new shops and restaurants prepare to make Asbury Park their home. Over on the beachfront, Convention Hall and the Paramount Theater are alive with concerts, operas, sporting events and more. And the legendary Stone Pony is rocking with exciting lineups of live music. Best of all, record numbers of visitors (many of them from Manhattan) are buying -- and restoring -- our fabulous historic homes as weekend retreats or as year 'round residences."
 Many of the city's historic landmarks such as The Palace are in desperate need of renovation and repair. The Today Show is reportedly planning a tour of Asbury Park as part of their broadcast from the Jersey shore which will also feature Springsteen performing songs from his new CD. It is likely that when the morning show's 60 million viewers see the striking contrast of this new hope, coupled with the continuing despair in this once prosperous town, America's checkbooks will open up to lend support to the city's Lazarus-like revival. One only has to look around to see the potential of Asbury Park. It already is a legendary musical town supporting a thriving music community. Restaurants and new business are lining up and a major redevelopment debate is raging. A look at recent and upcoming events scheduled for The Stony Pony reflects how the music community of Asbury Park supports diverse musical styles. From the traditional Jersey shore sound of R&B and Bruce-influenced artists (Joe Grushecky, Marah, Highway 9, Joe D'Urso) to the Grateful Dead influenced form of jam rock (Ekoostic Hookah, Derek Trucks, Govt. Mule), music is a definite cornerstone of the city's rebuilding plans.
 A vigorous concert schedule at the historic Stone Pony is the beating heart of Asbury which has kept the city going. Attracting other business that have proven to work in conjunction with music, such as restaurants, and those related to the arts, culture and environmental concerns seems an obvious direction to pursue. What is needed is a coordinated and effective plan to bring about a rapid and effective transition. Will the Today Show's spotlight on this historic American community help accelerate its comeback? Will America take part in Springsteen's experiment? To Asbury Park it may not matter. They're already feeling it and they are sensing that something is changing already. At a recent concert at the city's Stone Pony, featuring E Street guitar player Nils Lofgren, a banner was raised outside the club which read "Asbury Park is Rising [thank you, Bruce]". Talk about a lucky town. Related Links: For more information on BRUCE SPRINGSTEEN and the other organizations mentioned please visit the following links (Photos by Patricia A. Cacioppo. Editorial contributions from Laura Turner Lynch and Patricia A. Cacioppo) -- BruceSpringsteen.net | Asbury Park C.O.C. | Asbury Park Press | AsburyPark.net
 Originally Published: 07/06/2002 on Kweevak.com |
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