The Men Who Market the Mania

TO the public, the pop-record industry I is embodied in the star performers whose names are emblazoned on album covers. To the industry, the real powers are such behind-the-scenes figures as record-company presidents and producers. Following are quick sketches of some of the most influential:

CLIVE DAVIS, president of Columbia Records for 5% years. Cool, intense Harvard Law grad. Age 40; married to second wife. Was at historic Monterey Festival of 1967, sensed a revolution. Signed Janis Joplin, Laura Nyro and others who in next three years doubled Columbia's share of record market to 22%. Rock moved from 15% of firm's volume to more than 50%. Despite lack of musical training and personal taste that ran to folk singers and Johnny Mathis, he was shrewd enough to develop Santana; Chicago; Blood, Sweat and Tears; Sly and the Family Stone. Gives stars unprecedented artistic freedom, also unprecedented money. Some ventures viewed as risky: $4 million acquisition of Neil Diamond, $2 million-plus deal with Laura Nyro, who hasn't done a record in nearly two years. No sooner signed Delaney and Bonnie for $200,000 than couple separated. Rest of industry, undisguisedly envious, predicts he will go too far and fall. Seems unworried. Earns about $250,000 a year plus stock options. Ranges out from roomy Manhattan cooperative to spend evenings catching new acts; hobnobs with the Beatles, has even squired Pianist Vladimir Horowitz to Greenwich Village discotheque.

LOU ADLER, independent producer and head of Ode Records. Tall, thin, ultra-soft-spoken multimillionaire of 37. Produced Monterey Festival as well as subsequent film, Monterey Pop. Background as reigning impresario of California surf music (Jan and Dean); later managed the Mamas and the Papas and founded Dunhill Records, which he sold to ABC in 1966 for $3 million. Current label boasts Carole King, Comedy Duo Cheech and Chong and $400,000 new album of Tommy that has earned back $5 million. Dabbles in California real estate, currently dates Actress Britt Eklund. Has houses in Malibu, Bel Air and Jamaica, rises in morning with organic coffee, dresses in bell-bottoms and Jesus sandals. Lincolnesque in bearing and probity.

RICHARD PERRY, independent producer for Ella Fitzgerald, Barbra Streisand, Harry Nilsson and Carly Simon, among others. At 30, hottest freelance in business. Discovered both Tiny Tim and Captain Beefheart. Conceives albums in manner of Hollywood director. Added drum crescendos that give Simon's You're So Vain special contemporary sound. Has loved pop music ever since he attended one of Alan Freed's rock-'n'-roll shows as a kid in Brooklyn in 1954. Earnings from sales and royalty percentages are well into six figures a year (last year: about $250,000). Sometimes agrees to take a lower percentage if a record fails to rise to Top Ten on charts. Resembles Actor Elliott Gould. Has what he calls "a regulation

California home--swimming pool, sauna, $10,000 stereo rig and all the things that ease the pressure of life and enable one to move ahead."

AHMET ERTEGUN, president of Atlantic Records. Turkish-born, self-made sultan of American rock, soul and pop. Age 48. In 1948 founded Atlantic on a shoestring and a collection of 25,000 old blues 78s. In 1950s brought in Brother Nesuhi and their friend Jerry Wexler, signed Ray Charles, LaVern Baker, the Modern Jazz Quartet and "Boss of the Blues" Joe Turner. In the 1960s, his firm introduced Sonny and Cher, more recently Wilson Pickett, Otis Redding and Roberta Flack as well as rock groups like Led Zeppelin and Crosby, Stills, Nash and Young. Also hired young singer released by Columbia Records, turned her into Soul Empress Aretha Franklin. Sold his lively, swinging company in 1967 to firm that eventually became Warner Communications for $18 million, but continued to run it. Lives with wife Mica in Manhattan town house in which living room and bedroom each occupy an entire floor, also has estate in Southampton, Long Island. Throws jet-set parties, has entertained Lady Sarah Churchill Russell as well as Mick Jagger. Over the years has composed several hit songs (Don't Play That Song, Sweet Sixteen, Wild, Wild Young Men) under the name Nugetre--Ertegun spelled backward.

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