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Jones' popularity began to slip somewhat by the middle of 1966, causing Mills to redesign the singer's image into a more respectable, mature tuxedoed crooner. Jones also began to sing material that appealed to a broad audience, like the country songs "Green, Green Grass of Home" and "Detroit City." The strategy worked, as he returned to the top of the charts in the U.K. and began hitting the Top 40 again in the U.S. For the remainder of the '60s, he scored a consistent string of hits in both Britain and America. At the end of the decade, Jones relocated to America, where he hosted the television variety program, "This Is Tom Jones." Running between 1969 and 1971, the show was a success and laid the groundwork for the singer's move to Las Vegas in the early '70s. Once he moved to Vegas, Jones began recording less, choosing to concentrate on his lucrative club performances. After Gordon Mills died in the late '70s, Jones' son, Mark Woodward, became the singer's manager. The change in management prompted Jones to begin recording again. This time, he concentrated on the country market, releasing a series of slick Nashville-styled country-pop albums in the early '80s that earned him a handful of hits.
Jones' next image makeover came in 1988, when he sang Prince's "Kiss" with the electronic dance outfit, the Art of Noise. The single became a Top Ten hit in the U.K. and reached the American Top 40, which led to a successful concert tour and a part in a recording of Dylan Thomas' voice play, Under Milk Wood. The singer then returned to the club circuit, where he stayed for several years. In 1993, Jones performed at the Glastonbury Festival in England, where he won an enthusiastic response from the young crowd. Soon, he was on the comeback trail again, releasing the alternative-dance-pop album The Lead and How to Swing It in the fall of 1994; the record was a moderate hit, gaining some play in dance clubs.
Tom kept his legend alive in 2000 with the release of his Reload album, which became the biggest hit of his career. The album, which reached number one in the United Kingdom and sold over 4 million copies worldwide, is a compilation of cover versions recorded as duets with contemporary artists. The success of this album earned Tom an invitation from President Bill Clinton to perform at the Millenium Celebrations in Washington. Another smash hit, Mr. Jones, which was released in 2002, included hot singles such as “Tom Jones International” and “Black Betty.” Tom was honored with a Brit Award for Outstanding Contribution to Music in 2003, and gained even more popularity in the US in 2004 with his club hit “Sex Bomb.” In 2005, Tom recorded Together In Concert live with John Farnham and his band and in April of 2006 he collaborated with Chicane for the release of a dance track, dubbed Stoned In Love.
As if his musical career wasn’t impressive enough, Tom was knighted by Her Majesty Queen Elizabeth II at Buckingham Palace, London on March 29, 2006 for his dedication and longstanding contributions to music.