The Unusual Way MTV Made Tracey Ullman’s “They Don’t Know” a Hit in the U.S.

In the U.S., many know Tracey Ullman from her work as a comedian and actor and as the woman who played a key role in launching The Simpsons’ decades-long run on network television. However, she was first introduced to American audiences as a pop star more than three years before the debut of The Tracey Ullman Show and those Simpsons shorts that caught on. In a span of less than two years, Ullman released seven singles that charted in the UK, and two of those cracked the Billboard Hot 100.

Ullman’s chart success in the U.S.—and perhaps everything else that followed—was catalyzed by exposure on MTV, but not necessarily in the way one might assume. If not for the major assist Ullman got from the cable network, Ullman may not have scored a Top-40 hit, but that’s precisely what she did with her cover of the late Kirsty MacColl’s “They Don’t Know.”

From Stage and Screen to the Studio

Ullman’s career in entertainment began in the mid-1970s when she performed in several theater productions. By the end of the decade, she landed roles in the London productions of Grease and The Rocky Horror Show. She moved from the stage to the small screen in the early ‘80s and starred in a pair of BBC sketch comedy shows—A Kick Up the Eighties and Three of a Kind. In the latter, Ullman frequently lampooned popular vocalists, and her impersonations caught the ear of Stiff Records co-founder Dave Robinson. Ullman signed a deal with Stiff in 1983, and she went to work on her debut album You Broke My Heart in 17 Places.

Stiff released three singles from the album in the UK, and all three—”Breakaway,” “They Don’t Know,” and “Move over Darling”—reached the Top 10 of the UK Official Singles Chart. By January 1984, You Broke My Heart in 17 Places had entered the Top 20 of the UK Official Albums Chart, topping out at No. 14. Still, Ullman was an unknown quantity in the U.S.

Boosted by a VJ Gig

That changed when Robert Pittman, who co-founded MTV and was its programming chief, saw Ullman’s video for “They Don’t Know.” The Robinson-directed clip showcases Ullman’s comedic skills as much as her vocal abilities, capturing her acting out the song while she is on a bowling date and shopping for groceries in her fuzzy slippers. The video also features a cameo appearance by Paul McCartney, who plays Ullman’s boyfriend in a dream sequence. Pittman was sufficiently impressed by the video that he booked Ullman to be a guest VJ for the network for a week in February 1984.

As a result of Ullman and her video getting exposure on MTV, MCA Records released “They Don’t Know” as a single in the U.S. It quickly rose up the charts, ultimately making it to No. 8 on the Hot 100. While the single was nearly as popular in the U.S. as it was in the UK, Americans were considerably late to the Tracey Ullman party. At the same time “They Don’t Know” was climbing the Hot 100 in the spring of 1984, the advance lead single from Ullman’s second album You Caught Me Out was rising up the charts in the UK. (“My Guy”—a remake of Madness’ “My Girl”—peaked at No. 23 on the Official Singles Chart but never charted in the U.S.) American fans who bought You Broke My Heart in 17 Places were introduced to Ullman’s ability to portray a wide range of characters beyond what they saw in the video for “They Don’t Know.” The album cover includes photos of Ullman wearing several different outfits and facial expressions.

While it took Ullman a few years to raise her profile in the U.S., MacColl had to wait even longer. Her original version of “They Don’t Know” never reached the Billboard charts, and it wasn’t until “Walking Down Madison” became a Top-10 Alternative Airplay track in 1991 that she would have a U.S. hit. In addition to writing “They Don’t Know,” McColl provided the song’s highest notes, as she sings Bay-bee just before Ullman jumps into the final verse.

The Aftermath of “They Don’t Know”

“They Don’t Know” made Billboard’s year-end Hot 100 for 1984, placing at No. 71. The popularity of the single helped You Broke My Heart in 17 Places to reach No. 34 on the Billboard 200. As the follow-up single in the U.S., “Breakaway” stalled out at No. 70 on the Hot 100. The four singles Ullman released from You Caught Me Out had moderate success in the UK, but none would chart in the U.S. She would not release another studio album, effectively ending her career as a recording artist.

Ullman made an even bigger contribution to the culture in 1987. Her sketch comedy program The Tracey Ullman Show, along with the sitcom Married… with Children, were the first two prime-time programs to air on the Fox network. The Tracey Ullman Show ran for four seasons and won 10 Emmy Awards. As well received as the show was in its time, it is now better known as the first platform to air The Simpsons, when the animated feature was a series of shorts. The show also lent two of its cast members, Dan Castellaneta and Julie Kavner, to provide the voices for Homer and Marge Simpson, as well as several other characters. After three seasons as a part of Ullman’s program, The Simpsons became its own prime-time show in 1989—and it’s still with us.

Ullman’s path from comedy to pop stardom and back to comedy was an unusual one. On “They Don’t Know,” Ullman showed she had the voice, musicality, and charisma to pull off a pop hit. If she had continued to devote herself to music, she probably could have had even more chart success. It’s fair to say that things worked out just fine for Ullman and her fans.

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