FEATURE:
Drip by Drip
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The Modern-Day Album Promotional Campaign
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THIS may seem like I am…
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being a bit of an old man and harking for the past. I think that there always used to be quite a hard drive and extensive promotional campaign when it came to album releases. Some artists put out four or five singles (or more) before an album arrived. I never really thought of it now but, in an age where there is a wider and more viperous promotional cycle, it does seem to be a bit much! There are so many examples of artists putting out quite a few songs before an album arrives. I love London Grammar but, ahead of the release of Californian Soil, they put out four singles (a third of the album) – one would expect at least one more single from it. Little Simz is putting out her album, Sometimes I Might Be Introvert, in September. Two singles have come from it already; one feels several more may arrive. Every artist has their own strategy when it comes to releasing music and singles from an album. Some go for a few singles and then put the album out; others might release more, whereas some release fewer. Maybe the situation is different for mainstream artists but, for those who do not have the same following and big label behind them, drip-feeding a new album can provide more attention and, hopefully, result in more people buying their albums. I think that the modern promotional cycle is stripping some of the mystery and spontaneity.
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I feel one of the reasons why artists pre-social media/Internet put out quite a few singles from an album is that it was a music landscape that relied on music television and radio. There weren’t the same channels as we had now; where we have social media that means one can post regularly and reach a lot of people. Also, many artists would release a couple of singles from an album. Then, when it was released, a couple more were put out to get people buying after the album’s arrival. I know it is the labels that drive the single arrivals, though I wonder whether the modern strategy of releasing a bunch of singles pre-release with an intense campaign behind them is the right call. Not too many artists put out singles after an album has come out. What it means is that you get these songs hammered and pushed massively, the album then it out, then that is it. I think that too much attention on individual songs means that, when you come to hear the whole album, you are a bit over-familiar or a little bored of that track. Radio playlists seem more intense, so that one might hear the same song for a month solid, played about ten times a day. Alongside radio play comes Facebook posts, tweets and teaser videos. Many artists might do a teaser video, lyric video and the official video. On social media, you get cryptic posts ahead of time, reminders that the single is coming out, then you have the slew of reminders and retweets/shares. As I said, competition is tough and it is a very hard market to navigate – especially for smaller artists coming through.
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I like the excitement of a single coming out, the wait for it to arrive and then looking ahead to the album. That’s how it used to feel years ago. Even if an artist put out several singles, I wasn’t hearing those songs too much. By the time the album came out, I still had appetite for the songs and then discovered so many other treats. Now, when I get an album where three/four/more songs have been out there and almost bled dry, I sort of put those tracks aside and return to them infrequently. Today more than ever, the importance of the album is paramount! I feel people still stream and handpick tracks rather than listening to albums through. One wants people to appreciate albums as a single listening experience. Some may only play singles from an album and then move on. One may say that this disproves my point that hammering singles ahead of an album is a positive thing - though I would disagree. I am not sure what the solution is. I think that two singles pre-album release is quite enough. You get to pick songs that represent the album and give people a taster. In terms of social media focus, I wonder why artists post silent or teaser videos. I think so much impact could be created with a less intense and prolific campaign. Then, when an album comes out, keep the interest going with a further single.
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That way, I don’t feel people have heard too much before the album is released. There is that post-script or post-release consideration. It is strange that so much fervency goes into releasing an album that we rarely hear anything about it or from it when it is out in the world! One gets the feeling that labels want artists to look ahead to the next album or project rather than focusing on the on they have put out. Sure, artists post about their album when it has been released and make sure people do not miss out. What I mean is that there is not another single from it. The surge in vinyl sales shows that people love the album and are willing to buy rather than stream. For me and many music listeners, it can be quite heavy-going having so much focus on individual songs rather than the album itself. I would like to see videos of artists recording their album and discussing individual tracks. Maybe, instead of a raft of singles, these videos help promote an album yet leave one wanting more and not having heard too much give away. Perhaps it is an unavoidable symptom and necessity of the modern age. I like when you get artists that put out a single or two and then let the album do most of the talking. There is such a run-up and calculated campaign for albums and E.P.s now that it does seem too regimented and inorganic. Many might ask that, given this, what is the easy answer. I think artists can get their music out there by stripping back slightly. By releasing a couple of singles and, say interviews or features about the album, that means that there are not the pointless teaser videos and posts for every song. You can also give people songs from the album but craft a deeper connection. Not just in terms of the relationship between artists and fan, but also the process of recording an album itself. I think that would be much more rewarding. I feel that, as things stand at the moment, some of the importance and purpose of an album is being taken away. By exsanguinating songs and putting too much on social media, it is removing some of the...
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EXCITMENT of an album.