What happens once a musician starts selling a lot of albums? They then plan on surprising everyone. More artists have been releasing singles and albums on shorter notice in the recent years.
Here’s why this is a good thing to do for artists who are starting to gain traction.
1. Drake’s 2015 surprise album was more well-received than Views.
In 2015, when Drake released If You’re Reading This It’s Too Late, it came as a shock to a lot of listeners who weren’t anticipating it. The mixtape soon produced multiple summer anthems, as well as deep cuts that became cult hits in their own right.
Since then, his 2016 release Views was so overhyped that there was no possible way it could have lived up to expectations. As a result, the response over Views was more mixed, despite the success of the singles.
2. Beyonce gave her fans something they didn’t even know they wanted.
It’s almost been three years since the release of Beyonce’s self-titled album, and the effects are still influencing the music industry. The album was created in strict secrecy and was kept under lock and key until it was released. The surprise left diehard fans stunned.
Beyonce left this as a mark to show that fans are more appreciative for a gift they aren’t expecting. Give fans something they didn’t even know they wanted.
3. Justin Timberlake made a surprise comeback.
Timberlake let fans know about his latest release only a month before it dropped. Considering that his previous album, Futuresex/Lovesounds was almost released ten years ago, that is short notice. J.T.’s latest has elevated his status from great pop artist to one of the leading entertainers of modern times.
Take note from those at the top. It pays to keep a good project under wraps. It is important to already have a buzz developed from previous singles and other releases, but be methodical. Plan out releases in advance, and take a chance on the element of surprise.
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Will Randick is a blogger and educator working out of the Bay Area.