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When dealing with a truly novel idea, artist or product it is nearly impossible to project the scale and scope of success. Kurt Cobain and Nirivana’s path to popularity was to break the status quo (grunge rock) while retaining enough elements of familiarity (pop hooks) that people were willing and able to embrace them and help spread the word.
When Nirvana signed with Geffen Records, they got a tried-and-true marketing machine. Radio promotion and retail positioning had been boiled down to a science in the days before digital distribution turned music marketing on its head.
The selection and release of singles was classic record-label strategy. Smells Like Teen Spirit would go first, which would introduce the band to radio listeners, DJs, and programming directors. This would pave the way for Come as You Are, which would be the more likely hit.
That’s where the plan fell apart.
To say Smells Like Teen Spirit did better than expected is a monumental understatement. A song recorded in three takes with lyrics penned minutes before turned Cobain into the reluctant voice of Generation X.
Geffen hoped that Nevermind would sell at least 250,000 copies, which is what the Vig-produced Sonic Youth album sold. Nevermind has sold over 10,000,000 copies to date, and is critically-regarded as one of the best rock albums in history, just as Smells Like Teen Spirit is considered one of the greatest rock songs ever recorded.
