Borderline
Original
Released: 02.06.84 Highest Chart Position: 56 Weeks on Chart: 4 Total Sales: see reissue
After the previous dance tracks, 'Borderline' gently slowed the tempo with its more melodic, reggae inspired structure. Harmonically, it is the most complex song from the 'Madonna' album and it was also the only other track not written by Madonna (being penned by Reggie Lucas and remixed by Jellybean).
'Borderline' was also accompanied by Madonna's first professional video, directed by Mary Lambert who had originally been intended to direct 'Lucky Star'. While the video for 'Lucky Star' was basically just a showcase for Madonna's lithe dancing style, 'Borderline' sets a scene and tells a story with Madonna portrayed as a street wise young woman enticed by a wealthy British photographer to pose and model for him. While initially flattered by his interest in her, she soon becomes disillusioned, showing her disdain of material wealth by graffiti spraying his expensive car. The video concludes with Madonna returning to her more humble Latino boyfriend.
Interestingly, the video is the first to show Madonna’s interest in wealth as both desirable but corrupting. It also garnered critical acclaim being unusual at the time for breaking the taboo of interracial relationships. MTV played the video in heavy rotation, increasing Madonna's growing popularity.
The director, Mary Lambert, would be retained by Madonna to direct four further videos, many of which became Madonna’s most iconic namely ‘Like A Virgin’, ‘Material Girl’, ‘La Isla Bonita’ and ‘Like A Prayer’.
While the song did well in the US, benefitting from the more substantial video which received a significant level of MTV airplay, it stalled outside the all important 'Top 40' in the UK peaking at a lowly 56. It is at this dangerous point - when each subsequent single falls short of the previous release - that early careers flounder as record companies turn their back on fledging stars, seeing only early promise unfulfilled amid diminishing returns. Fortunately, Madonna was performing consistently better in the more important US market and accordingly Sire had already commissioned a second album. It is likely that Madonna, already hard at work in a US studio, was not even aware of growing indifference in the UK.
'Borderline' was also accompanied by Madonna's first professional video, directed by Mary Lambert who had originally been intended to direct 'Lucky Star'. While the video for 'Lucky Star' was basically just a showcase for Madonna's lithe dancing style, 'Borderline' sets a scene and tells a story with Madonna portrayed as a street wise young woman enticed by a wealthy British photographer to pose and model for him. While initially flattered by his interest in her, she soon becomes disillusioned, showing her disdain of material wealth by graffiti spraying his expensive car. The video concludes with Madonna returning to her more humble Latino boyfriend.
Interestingly, the video is the first to show Madonna’s interest in wealth as both desirable but corrupting. It also garnered critical acclaim being unusual at the time for breaking the taboo of interracial relationships. MTV played the video in heavy rotation, increasing Madonna's growing popularity.
The director, Mary Lambert, would be retained by Madonna to direct four further videos, many of which became Madonna’s most iconic namely ‘Like A Virgin’, ‘Material Girl’, ‘La Isla Bonita’ and ‘Like A Prayer’.
While the song did well in the US, benefitting from the more substantial video which received a significant level of MTV airplay, it stalled outside the all important 'Top 40' in the UK peaking at a lowly 56. It is at this dangerous point - when each subsequent single falls short of the previous release - that early careers flounder as record companies turn their back on fledging stars, seeing only early promise unfulfilled amid diminishing returns. Fortunately, Madonna was performing consistently better in the more important US market and accordingly Sire had already commissioned a second album. It is likely that Madonna, already hard at work in a US studio, was not even aware of growing indifference in the UK.
UK Variations and Collectables
'Borderline' was issued in standard 7" and 12" formats, supplemented with a very limited 7" double-pack.
As was now standard, the 7" came with two label formats: small logo with 'A' stamp and large logo. Once again, it is the large logo that is the rarer of the two but thanks to a plentiful 1986 reissue, this particular label is relatively easy to find albeit not in the wallet sleeve.
For the first time there are two standard pressings for the 12" release which come in the form of different label designs. They are both housed in the same 'yellow' circle sleeve. An alternative sleeve with a white rear circle background was issued, in very small quantities, for the reissue - see the 1986 page for further details.
As mentioned above, while Madonna was going from strength to strength in the US, Sire UK would have been aware of declining chart positions and perhaps it was a sign of desperation that as 'Borderline' stalled, it was hastily repackaged with a copy of 'Holiday', shrink-wrapped together under cover of a custom sticker with it's own unique catalogue number. Sadly this unique cataglogue number appears only on the sticker not the actual records cobbled together - making this the rarest Madonna sticker! This item would become one of the most desirable items for collectors - an UNSEALED copy sold for £343 on 19 January 2014, while a SEALED copy sold for £465 on 31 December 2016. Unfortunately over time shrink-wrap contracts and many early items have become warped. In the case of 'Borderline', with it's sturdy sleeve, the cellophane wrapper can split. Accordingly, there are not many sealed copies of this double-pack still in existence.
'Borderline' was also destined to be reissued resulting in the usual problem of distinguishing originals. This is analysed further in the 'reissue' page but for the purpose of this original, it is now the belief that it can be distinguished from the reissue not just by the yellow background colour of the circle containing the catalogue number on the rear sleeve, but by whether or not the sleeve is a 'wallet' style i.e. a sleeve that lacks the indentation cut into all the reissued sleeves (the text 'Hudson River' along the left hand side is normally cut away). These wallet sleeves are rare - which would make sense for a single that failed to make the top 40 - but thanks to being pressed on sturdy high gloss card have remained in good condition. Unfortunately, tracking them down can be a laborious process due to almost everyone on Ebay only showing the front sleeve.
Not surprisingly, the double-pack is absolutely the centrepiece item for this release. It is one of the rarest collectables of any Madonna item.
As was now standard, the 7" came with two label formats: small logo with 'A' stamp and large logo. Once again, it is the large logo that is the rarer of the two but thanks to a plentiful 1986 reissue, this particular label is relatively easy to find albeit not in the wallet sleeve.
For the first time there are two standard pressings for the 12" release which come in the form of different label designs. They are both housed in the same 'yellow' circle sleeve. An alternative sleeve with a white rear circle background was issued, in very small quantities, for the reissue - see the 1986 page for further details.
As mentioned above, while Madonna was going from strength to strength in the US, Sire UK would have been aware of declining chart positions and perhaps it was a sign of desperation that as 'Borderline' stalled, it was hastily repackaged with a copy of 'Holiday', shrink-wrapped together under cover of a custom sticker with it's own unique catalogue number. Sadly this unique cataglogue number appears only on the sticker not the actual records cobbled together - making this the rarest Madonna sticker! This item would become one of the most desirable items for collectors - an UNSEALED copy sold for £343 on 19 January 2014, while a SEALED copy sold for £465 on 31 December 2016. Unfortunately over time shrink-wrap contracts and many early items have become warped. In the case of 'Borderline', with it's sturdy sleeve, the cellophane wrapper can split. Accordingly, there are not many sealed copies of this double-pack still in existence.
'Borderline' was also destined to be reissued resulting in the usual problem of distinguishing originals. This is analysed further in the 'reissue' page but for the purpose of this original, it is now the belief that it can be distinguished from the reissue not just by the yellow background colour of the circle containing the catalogue number on the rear sleeve, but by whether or not the sleeve is a 'wallet' style i.e. a sleeve that lacks the indentation cut into all the reissued sleeves (the text 'Hudson River' along the left hand side is normally cut away). These wallet sleeves are rare - which would make sense for a single that failed to make the top 40 - but thanks to being pressed on sturdy high gloss card have remained in good condition. Unfortunately, tracking them down can be a laborious process due to almost everyone on Ebay only showing the front sleeve.
Not surprisingly, the double-pack is absolutely the centrepiece item for this release. It is one of the rarest collectables of any Madonna item.
Promotional Items
Borderline appears to be the first single to be issued with its own 'white label'. White label promotional pressings are advanced copies issued to club DJs or commercial radio stations and as such do not come in picture sleeves. Some were manufactured with unique labels containing a 'SAM' catalogue number (presumable short for 'sample' - other record companies had their own systems) but most were pressed with just plain white labels, hence the name. They are generally rare and collectable but unfortunately due to both blankness of label and absence of customised sleeves, do not make for interesting viewing on a webpage such as this. Normally, the only way to distinguish such pressings, apart from playing them, is to check the catalogue number in the run-out grooves which can be notorious tricky to photograph. These catalogue numbers will either be the regular catalogue number of the standard release, or a 'SAM' number or in some cases both.
The white label shown here is for the 7" single. As a general rule, 7" white labels are rarer than their 12" counterparts as DJs, to whom such promotional items were sent, preferred to work with 12" singles. Perhaps this is an indication of the record company wish to broaden Madonna's appeal outside of the club scene by manufacturing a more commercial 7" single for promotion by radio stations. Another possibility is that this particular pressing could have been manufactured for the reissue in 1986 at a time when Madonna was already an established, commercial artist. However, as it is impossible to tell it has been included here with the original release for chronological reasons. Either way, this particular item sold for £100 when it was listed on Ebay which indicates the scarce nature of such items although this valuation may have been assisted by the fact that this item is also a mis-press as it lacks a paper label on the b-side.
The promotional advert that accompanied the realise is the first advert to be issued on a full page. It is also quite scarce as it only appeared in one relatively niche publication - 'Record Mirror'. This would mark the end of Madonna's 'indie' period as most subsequent adverts would appear in the 'pop' publication of 'Smash Hits' and, to a lessor extent, 'No.1'.
ALL PROMOTIONAL ITEMS CAN BE VIEWED IN THE PROMO SECTION - FOR ITEMS RELATING TO THIS RELEASE CLICK HERE
The white label shown here is for the 7" single. As a general rule, 7" white labels are rarer than their 12" counterparts as DJs, to whom such promotional items were sent, preferred to work with 12" singles. Perhaps this is an indication of the record company wish to broaden Madonna's appeal outside of the club scene by manufacturing a more commercial 7" single for promotion by radio stations. Another possibility is that this particular pressing could have been manufactured for the reissue in 1986 at a time when Madonna was already an established, commercial artist. However, as it is impossible to tell it has been included here with the original release for chronological reasons. Either way, this particular item sold for £100 when it was listed on Ebay which indicates the scarce nature of such items although this valuation may have been assisted by the fact that this item is also a mis-press as it lacks a paper label on the b-side.
The promotional advert that accompanied the realise is the first advert to be issued on a full page. It is also quite scarce as it only appeared in one relatively niche publication - 'Record Mirror'. This would mark the end of Madonna's 'indie' period as most subsequent adverts would appear in the 'pop' publication of 'Smash Hits' and, to a lessor extent, 'No.1'.
ALL PROMOTIONAL ITEMS CAN BE VIEWED IN THE PROMO SECTION - FOR ITEMS RELATING TO THIS RELEASE CLICK HERE
7" Single - Standard release in 'wallet' sleeve (no cut-out indentation on rear)
7" Single - Alternative with large 'Sire' logo
7" Single - Limited edition stickered double pack (Borderline / Holiday)
7" Single - Irish release indented label (no p/s - see 1986 reissue for flat label version)
12" Single - Standard release
12" Single - Alternative label design
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© madonna-decade 2013
© madonna-decade 2013
