In the 90s, the album culture primed, and the music industry recorded a revenue boost of about $15 billion from pure CD sales. The production styles differed, but the rollout method was the same – labels built momentum with catchy lead singles and toured radio and TV shows in preparation for the album release. As time went by, listeners across all the demographics became consumers of albums, and every genre made it a part of their culture. At first, the primary consumers of albums were wealthier old music fans. “If you examine the waterfall concept well enough, you will understand that movement creates impact” Putting out lead singles before your album release helps you build a fanbase, get more press, take your audience through a beautiful album rollout/experience and provide the Spotify algorithm with more data, hence helping it identify your lookalike audience. (If you followed the annual Billboard report of the most trending artists on Google Search in previous years, this wouldn’t be new to you). As a result, these artists are inevitable on social media, plus they have stans who spam Google Search every day for more information about them. Using this strategy gives your tracks exclusive exposure, and every time you promote your OTG project using ads, it will up the streams for your previous tracks.Īrtists like Kendrick Lamar, Frank Ocean, or Kanye West can afford to drop albums or double albums without dropping lead singles because they have fanatic fanbases. It’s painful when songs never attain their full potential because the album overshadowed their brilliance. Some songs are better off as singles than album fillers. There are other forms of music releases like the mixtape and EP (but that’s a discussion for another day). On the other hand, when an artist puts out a single track, the release is the same as the song. An album release consists of a variety of songs (ranging between 30 minutes to 2 hours). Hence, it is counterintuitive to drop an EP or album without building momentum before the record release as an upcoming artist.Ī release is not the same as a song.
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