BE THE MEDIA MGMT
Chris Butler
"The past two years have seen a great shift in the adoption of streaming. Now that it’s become generally accepted that a song is added to all DSPs simultaneously when its serviced to press and radio, I believe that it makes sense to release at least two singles before making the entire album available. In fact, with some new artists (and dependent on the type of music) it makes sense to me for an album to be made available in its entirety far later in the campaign. Possibly even at the end, i.e. release the whole album incrementally as individual tracks (as I am currently doing with Because Music on a new artist I manage called Mind Enterprises). The truth is though, that there is no "right or wrong" way to do it now.
I think you have to really consider the method for each artist, and it may vary according to a number of factors - are they touring, are they a dance artist so getting club plays etc, do they already have an audience waiting for an album? But I would say that for any artist, the most important thing now is creating a campaign that maintains attention, and once a whole album is available on streaming services that is a great deal harder to do. So (with some exceptions), it's more now about individual 'tracks' and less about albums or traditional 'singles' and more about keeping people interested and focused upon an artist."
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