New Wrinkle in Music

Americans are hearing it through the grapevine, and that has nothing to do with the rumor mill or the highway over Tejon Pass. More than 750,000 Americans have paid $8.98 for an album of old-time melodies inspired by a television commercial hawking California raisins. Another platter is coming, Sunmaid fans, and the raisins are going to be on MTV as well.

The craze got started with the commercial featuring Claymation cartoon-like raisin figures that dance on stage while singing the tune, “I Heard It Through the Grapevine.” A group of studio musicians did the song led by Buddy Miles, and others were added for the long-play album, which is No. 60 on the Billboard chart. The album, which was produced by Priority Records, is particularly popular with children, record-store owners say.

A record-company official interviewed by USA Today said that stores have been pushing the novelty album because “they’re tired of promoting artists like Springsteen who are so serious and Michael Jackson who is so weird. The Raisins are new and fresh and now.”

First the television spoof miniseries “Fresno.” Then Gallo’s highly popular Bartles & Jaymes wine-cooler boys. And now the Raisins rocketing up on the record charts. What can be next? Rodeo Drive comes to Bakersfield? Interstate 5, Highway to Heaven? Stay tuned.