In loving memory of Hans van Hemert (1945 - 2024)
Photo courtesy of © Official Luv' Fan Page (Facebook)
Front cover of "True Luv'"
Photography: Claude Vanheye
On November 30th, 1979, CNR/Carrere Records released Luv's third studio album, "True Luv'", just in time for the Sinterklaas (St. Nicholas) festivities in the Netherlands. This delightful collection of fresh, catchy pop tunes turned gold and featured the hit singles "Ooh, Yes I Do" and "Ann-Maria," quickly cementing its status as a fan favourite. Join us as we celebrate the 45th anniversary of True Luv', a standout success in Luv's musical journey.
History
In the autumn of 1979, Luv’ (Patty Brard, Marga Scheide & José Hoebee) and their creative team, producers and songwriters Hans van Hemert and Piet Souer, made a pivotal career move by switching from Phonogram-Philips to CNR/Carrere Records. Under Phonogram-Philips, the group had achieved tremendous success with a series of hits, including "U.O.Me" (February 1978), "You're the Greatest Lover" (July 1978), "Trojan Horse" (November 1978), "Casanova" (April 1979), and "Eeny Meeny Miny Moe" (August 1979). These songs gained popularity in the Netherlands and internationally, making them major export hits. Additionally, Phonogram-Philips released two best-selling albums: With Luv’ (August 1978) and Lots of Luv’ (May 1979).
On October 7th, 1979, Luv' and their crew signed a lucrative three-year contract with CNR/Carrere Records, which included an impressive advance of 750,000 Dutch guilders. Holland’s leading newspaper, De Telegraaf, described the deal as "the show business transfer of the year". Prior to this agreement, Philips/Phonogram had already licensed several of Luv's records—including "You're the Greatest Lover", "Trojan Horse", and the album With Luv’—to Carrere for distribution in Germany, the group’s largest export market. This licensing relationship was a key factor motivating Luv’ and their entourage to fully align with Carrere, solidifying their international ambitions.
With this new deal, Luv's challenge was to prove that after one year and a half of mainstream success, the trio could still score hits.
On October 30th, 1979, CNR/Carrere put out the single "Ooh, Yes I Do", written and produced by Hans van Hemert. The song's melody drew significant inspiration from the flute theme in ABBA's "Gimme! Gimme! Gimme! (A Man After Midnight)". Released as a preview of the group’s third LP, "Ooh, Yes I Do" eventually became a hit, reaching the Top 5 in the Netherlands, Belgium, and Denmark, the Top 10 in France and on the Europarade (a compilation of European charts), the Top 20 in Austria, and the Top 30 in Germany. The crowning achievement: "Si, Que Si", the Spanish version of "Ooh, Yes I Do", earned gold certification in Mexico.
Poster in Popbiz (circa late 1979/early 1980): Luv's striking red "Yes I Do" outfits, designed by Carla V, drew inspiration from KISS member Paul Stanley’s iconic lavender costume from the Dynasty Tour, initially created by Pete Menefee.
The first album the ladies released under CNR/Carrere, titled True Luv’, showcased an eclectic and vibrant blend of musical styles. Recorded at the renowned Wisseloord Studios, the album featured songs written by Hans van Hemert and Piet Souer, the golden duo behind Luv’s success. It included Spanish-Latin-ABBA-esque arrangements in tracks like "Ann-Maria" and "Let There Be Love", infectious pop tunes such as "Ooh, Yes I Do," "Rhythm 'n Shoes," "Daddy, What a Life," "Getaway," and "My Guy", as well as R&B-gospel influences in "Stop Me". Additionally, the LP embraced surf music vibes in "Boys Goodnight", disco energy in "Flash", and the irresistible charm of Schlager in "Cloud Nr. 9" and "Wine, Women and Song".
One of the earliest mentions of "True Luv'" in the press appeared in a short article in Billboard Benelux magazine's November 16th, 1979 issue. The article stated: "The release takes place just before Sinterklaas (Saint Nicholas" feast in the Netherlands celebrated on December 5th). "True Luv'" is the first LP released by the French label Carrere since the artists departed Phonogram. The record company CNR handles the distribution in the Benelux region".
Weekblad Billboard Benelux - November 16th, 1979.
Edited by Marco Rens
November 30th, 1979, saw the release of "True Luv'" as "Ooh, Yes I Do" was high on the charts. The Dutch press immediately reported the news.
Nieuwe Winterswijksche Courant - November 30th, 1979: True Luv' by Luv' announced as a new release available in record shops
Click here to read the article online
Ruud van Dulkrenraad's positive review about True Luv' in Hitkrant - December 1979
On December 10th, 1979, the Dutch chain of department stores V&D launched the Christmas campaign "Een Muzikale Kerst", published simultaneously in Dutch local and national newspapers (Algemeen Dagbald, Limburgsch Dagblad, Het Parool, Nieuwsblad van het Noorden, Leeuwarder courant, Het vrije volk). This advertising campaign promoted albums sold for Christmas in the Low Countries. One of these records was "True Luv'".
Ad for True Luv' published in Algemeen Dagblad - December 10th, 1979
Click here to see it online
Luv’ discussed their third album in the December 17th, 1979, issue of the Flemish teen magazine Joepie. José expressed excitement, saying, "We’re very proud of it. It’s the best album we’ve ever made. Our sound is more mature, and the vocal arrangements are more elaborate".
Marga reflected on their growth as performers, noting, "We’ve improved as singers. José was the only one with singing experience before the group started, while Patty and I had never sung. That’s why our earlier songs featured simpler melodies. Despite the rumours, we’ve never had anyone else sing on our records. Over the past two years, we’ve learned much in the studio, and now our repertoire is more ambitious".
When asked about the impending decline of disco and whether it might affect Luv’, Patty confidently replied: "Why should it? Luv’ has never been a disco group. Sure, the arrangements had a disco vibe, but that was only to keep the sound modern. If a new trend comes along tomorrow, we’ll adapt. Even without disco, Luv’ will continue".
José also discussed their aspirations in America: "Trojan Horse was released there, but nothing concrete happened. To conquer the USA is a special mission. It's such a big country. Our producer, Hans van Hemert, and our manager, Pim ter Linde, had to put this on hold due to our transfer to another record company. But recently, Hans went to LA to work on a new deal there". Marga added, "In April and May next year, we have some time left for promotion in America. But not too long because we don't want to start an adventure in an unknown territory, and we don't want people to forget us here. Other groups experienced it. Look what happened with Slade. They focused everything on the USA and were forgotten in Europe. No, thanks, we don't want to make the same mistake".
José mentioned the Land of the Rising Sun, saying, "There's interest in us in Japan. I would love to go there. This country has always attracted me. It's worth doing it. Japan is the second largest music market after America," which José echoed, highlighting the significance of such opportunities.
Luv' in Joepie (December 17th, 1979)
In addition to the interview mentioned above, additional articles appeared in the press.
Joepie - December 2nd, 1979:
Popfoto extra - December 1979 (with Marga on the cover)
Hitkrant - December 13th, 1979: Luv' sees the future.
Algemeen Dagblad ("Leven & Wonen - Eten & Drinken" - "Housing, eat and drink" section) - December 15th, 1979: Patty about the instant-boiled mutton used for Chinese hot pot she received for her wedding with Ron Brandsteder. Click here to read the article online.
Luv' in competition with themselves
Shortly after the release of True Luv’, and without Luv's knowledge or consent, their previous label, Philips/Phonogram, released a "Greatest Hits" album. This compilation highlighted the trio's music from 1977 to 1979, including hit singles such as "My Man," "U.O.Me", "You're the Greatest Lover," "Trojan Horse," "Casanova," and "Eeny Meeny Miny Moe". It also featured "Who Do You Wanna Be", a track from Luv’s debut album With Luv’ (1978), reissued as the lead single for this Greatest Hits collection.
Front cover of Greatest Hits by Luv' (Phonogram-Philips, December 1979 - original Dutch edition)
Despite receiving no active promotion from the group, Luv’s Greatest Hits made a notable impact on the Dutch albums chart (Nationale Hitparade LP Top 50), debuting at #24 on December 24th, 1979. The lack of promotion was due to the compilation released by Luv's ex-employer, while the trio was under contract with CNR/Carrere and entirely focused on their new album, "True Luv’". This unusual situation resulted in the group competing against their own work.
Back cover of "Greatest Hits"
Click here to see the several editions of "Greatest Hits".
Remarkably, Luv’s Greatest Hits peaked at #21 on January 12th, 1980, holding that position for two weeks and remaining on the chart for ten weeks before dropping out on March 1st, 1980. However, it never surpassed the sales of True Luv’, which achieved significantly higher figures.
Photography
Claude Vanheye (who photographed the Who's Who of Dutch and international pop-rock artists) took beautiful pictures of the girls for the album cover.
Release
True Luv' - 12-inch LP vinyl record and cassette - released on November 30th, 1979 by CNR/Carrere Records
True Luv' came out in various editions.
To learn details about the release of this album, click here.
Track listing
A side:
"Ooh, Yes I Do" (Hans van Hemert) - 2:57
"Ann-Maria" (Piet Souer) - 4:40
"Rhythm 'n' Shoes" (Hans van Hemert) - 3:07
"Flash" (Hans van Hemert) - 3:51
"Boys Goodnight" (Piet Souer) - 2:40
"Daddy, What A Life" (Piet Souer) - 3:08
B side:
"Cloud Nr. 9" (Hans van Hemert) - 3:25
"Wine, Women And Song" (Hans van Hemert) - 3:45
"Getaway" (Piet Souer) - 3:03
"Stop Me" (Piet Souer) - 3:09
"My Guy" (Janschen & Janschens) - 3:49
"Let There Be Love" (Janschen & Janschens) - 2:39
Back cover of "True Luv'"
Album credits:
José Hoebee - vocals
Marga Scheide - vocals
Patty Brard - vocals
Ernö Olah & Metropole Orkest - strings
Producer: Hans van Hemert
Arranger/conductor: Piet Souer
Recorded at Wisseloord and DMC Studios
Recording engineers: Pieter Boer and John Sonneveld
Mastering: www.pat-sound.nl
Photography: Claude Vanheye
Artwork: Myosotis - Baarn
Cover photography: Clouds Studio
True Luv' (South African edition - released by Moonlight)
Reissues
True Luv' was reissued in 1980 with changes in the track listing:
"One More Little Kissie" (Janschen & Janschens) – 3:50
This song replaced "Cloud nr.9", initially track #1, B side
"I Win It" (Janschen & Janschens) – 3:05
This song replaced "Let There Be Love", initially track #6, B side
True Luv' (1980 edition - including "One More Little Kissy")
True Luv' was also remastered and reissued in 2006 as part of the Completely In Luv' box set with the original 1979 track listing and three bonus tracks:
"Si, Que Si" (Alfred Garrido, Hans van Hemert) – 3:05
Spanish Version of Ooh, Yes I Do
"Ann-Maria" (Alfred Garrido, Piet Souer) – 4:04
Spanish version
"All You Need Is Luv' Jingle" (Janschen & Janschens)
In 2019, True Luv' became available on Spotify, Apple Music and Deezer, allowing new generations to enjoy its timeless appeal. CNR Music B.V (under exclusive licence from Hans van Hemert Productions B.V.) owns this album's copyright.
Commercial response and chart performance
As a manufactured pop group primarily targeting young audiences, Luv’ found more significant success on the singles charts than the albums charts, reflecting the popularity of 7" singles among teenagers in the 1970s. True Luv’ debuted on the Dutch hit parades on December 15th, 1979, eventually peaking at #13 on the LP Top 50 and #7 on the Nationale Hitparade Top 50. The album achieved gold in the Netherlands, selling over 50,000 copies. On May 5th, 1980, Luv’ celebrated this milestone in a special ceremony in Mexico City, where they also received a gold record for "Si, Que Si", the Spanish version of "Ooh, Yes I Do".
Charts positions:
🇳🇱 #13 on the LP Top 50 (Netherlands)
First chart date: December 15th, 1979 - Weeks on chart: 8
🇳🇱 #7 on the Nationale Hitparade LP Top 50 (Netherlands)
First chart date: December 15th, 1979 - Weeks on chart: 22
Certification:
🇳🇱 Netherlands:
Gold album - 50.000 certified copies - 1980
NVPI (Nederlandse Vereniging van Producenten en Importeurs van beeld - en geluidsdragers), the Dutch trade association of the entertainment industry, certified "True Luv'" gold in 1980.
From left to right: Patty Brard, Manager Pim ter Linde, CNR/Carrere record executive Bart van der Laar (who tragically died in late 1981), Discos Musart director, José Hoebee and Marga Scheide proudly posing with their gold records for photos on May 5th, 1980 in Mexico
José and her gold record for "True Luv" (1980)
In 2021, Dutch DJ and record producer Ronald Molendijk (Patty Brard's colleague on Shownieuws) and media expert Jaco Peeringa arranged to create replicas of Luv's gold and platinum records that Patty had lost after an auction in 1994, following her bankruptcy. Among these replicas was Patty's gold certification for True Luv'.
Photo of True Luv' Gold certification posted on Patty Brard's Instagram account in 2021
Bibliography:
Albumdossier 1969-2002 by Johan van Slooten, publ: Becht's Uitgevers
Source: Luv' blog archives, Wikipedia, Discogs.com, Dutchcharts.nl, Toen gisteren nog vandaag was...
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