All About LUV' (past, present, future and more): Luv' Gold & Megamix '93: 25th anniversary of Luv's triumphal reunion!!!

25 years ago, on May 15th, 1993, the "Luv' Gold" compilation entered the Dutch charts as well as a track taken from it: "Megamix '93". Thanks to their presence on the hit parade, the comeback of the original Luv' trio was a fact. Let's remember and celebrate these wonderful records.

History

In late 1988 and early 1989, the original Luv' ladies (Marga Scheide, José Hoebee and Patty Brard) were close to recording new material more than seven years after their break-up. But José and Patty gave up. Marga relaunched the group with two other girls. This new formation only scored a Top 30 single ( "Welcome To My Party") in late 1989 and a minor hit ("He's My Guy") in 1991. Despite their weak chart performance, the trio remained busy on television and on stage. Their Christmas show in Dubai to support Dutch marines in 1990 generated lots of publicity. But the public missed the magic of the initial line-up and in late 1992 Marga's Luv' disbanded.

On January 14th, 1993, "De Verleiding" (a TV program on VARA/Nederland 3) featured an interview with Patty, Marga, José and their former producer Hans van Hemert. They discussed the marketing concept of the manufactured band "Luv'" (the dance routines, the image, the cooperation between the members...). Their appearance on television caused a wave of positive reactions.

Luv' on "De Verleiding"

Meanwhile, nostalgia for 1970s pop and disco music spread like wildfire. The "Gold" compilations of ABBA and Boney M. sold millions of copies worldwide. It was the right moment for Luv' to make a comeback.

José's husband, record producer Will Hoebee had a wonderful idea: why not put out a "Luv' Gold" CD with the hits from the "1977-1981" period? Arcade Records was interested in the project and signed a deal with the three singers.

Luv' signing their deal with Arcade Records (including Dennis Erhardt)

The CD's booklet featured a short bio of Luv's impressive career and beautiful photos.

Scans of the "Gold" booklet (click on the pictures to enlarge them):

Before Luv' Gold, several compilations came out. The most significant were "Greatest Hits" (by Philips/Phonogram in 1979), "Goodbye Luv'" (by CNR/Carrere in 1981) and another "Greatest Hits" (by Mercury/Phonogram in 1989). But they were rush-released and the ladies were not involved in their conception. As a result, they were not really popular and it was too early for a resurgence of interest in Luv's music. Only the 1979's Greatest Hits spent nine weeks on the Nationale Hitparade LP Top 50 in Holland and peaked at #21. This performance is weak in comparison with Luv's triumph on the single charts. In the late 1970s, the majority of the group's fans were youngsters and they bought more 7-inch singles than LPs.

Greatest Hits (1979 version)

Goodbye Luv' (1981)

Greatest Hits (1989 CD version)

A "Megamix '93" produced by Dancability (featuring Martin Boer of 2 Brothers on the 4th Floor) was added to the track listing of Luv' Gold and released as a single. It was common practice for Disco and Dance acts to conceive a Megamix. It was also an easy way to turn old into new and to conquer the hit parades again.

Luv' started their promotion campaign on RTL 4's "De Staatsloterijshow" to perform "Megamix '93" on April 20th. It was a highly covered event.

A week later, the ladies gave a memorable performance at Amsterdam's iconic gay club "de It". They were chauffeured by limousine to the famous disco like real stars. Many enthusiastic fans attended the show as well as Dutch celebrities (including Gordon, Anita Meijer, Bonnie St. Claire, Saskia & Serge, Gerard Joling and the cast of "Goede Tijden, Slechte Tijden" soap opera). TV personality and comedian Paul de Leeuw gave the group the first copy of their new CD. Luv' was back for good!!!

Luv' & Paul de Leeuw

Shortly after this flamboyant show, another "Luv' Gold" release party took place in Belgium. Patty, José and Marga received the first Flemish copy of their album from Koen Wouters (lead singer of the Pop-rock band "Clouseau").

Luv' and Koen Wouters of Clouseau

This promotion paid off as Gold and Megamix '93 were on the Dutch charts and sold quite well.

Luv's agenda was hectic again. The trio appeared on other TV shows:

You're the Greatest Lover on "Let's have a party" on RTL 4 (June 12th, 1993)

Megamix '93 on "Nederland Muziekland" on Veronica (July 3rd, 1993)

Discover the world with Luv' (TV special taped on the British Virgin Islands) on Veronica/Nederland 2, July 6th 1993

"Hollandse Hit Festival" on Veronica, September 9th, 1993

The girls toured the club circuit in the Netherlands and Belgium but also went on a promo tour through German-speaking countries and Denmark.

Trojan Horse on "OPA – Die Oldie-Parade" on N3 (Germany)

Megamix '93 on "Heino - die Show" on SAT 1 (Germany)

Interview broadcast on Schweizer Radio DRS (Swiss station) in November 1993 (Part 1)

Interview broadcast on Schweizer Radio DRS (Swiss station) in November 1993 (Part 2)

Chart performance

On May 15th, 1993 Luv' entered the charts with their long-awaited compilation (which later peaked at #9 on the Album Mega Top 100 and #14 on the Album Top 100) and "Megamix '93" (which reached #17 on the Mega Top 50 and #23 on the Dutch Top 40). Luv's CD spent 18 weeks on the hit parade - a respectable result for a 1970s pop act whose original formation had not scored a hit since 1980. It sold 40.000 copies in Benelux.

From a commercial perspective, 1993 can be considered as the last year of Luv's impact on Holland's mainstream music market. Back in the day, the music industry was making profits and was not suffering a crisis. Other "Best Of" albums or ambitions projects (like the "25 Jaar Na Waldolala" double CD and the "Completely In Luv" box set) were planned later but did not reach the level of popularity of "Gold".