can we PLEASE bring back album rollouts?
Calling all music lovers, I’m starting a petition.
I, Michelle Bouh am begging artists and recording companies to implore and inject creativity back into album releases. Yes, back.
No more Friday morning Apple music drops, or lazy Twitter announcements. Instead, let’s take the time to cultivate the anticipation we used to feel knowing that our favorite artist was about to drop (what we assumed was) heat due to the months of teasers, buildup, and propaganda.
LEADING ME TO ASK..
What happened to the intentionality behind album drops? I remember a time when artists strived to bring their listeners along every step of the process. From the album cover to studio BTS, live recordings, and samples - the fans were included and consulted. I miss the campaigns, the promo, and the press runs- all building up the SUSPENSE of something epic.
FLASHBACK
Its May of 2010 and Kanye West releases his iconic track ‘Power’, alongside music video.
Shortly after, Ye announces G.O.O.D. Fridays, a weekly drop featuring songs from what listeners had no idea was his upcoming album, My Beautiful Dark Twisted Fantasy. The series spanned 13 weeks, each week granting a new track from Kanye and fellow G.O.O.D music artists. Releases included iconic tracks like ‘Monster’, ‘Devil in a Red Dress’ ‘So Appaled’, and other notable tracks - each announced, every Friday up until the album release. G.O.O.D Fridays was the perfect tactic to tease new music, but also gauge fan interest for the upcoming project. Alongside weekly freebies, the album single ‘Runaway’ was performed at the 2010 VMAs and BET Awards, followed by a 35-minute music video.
3 months worth of free music, a VMA live performance, and an accompanying music video for a single which doubled as a trailer. Needless to say by the time the album dropped, its success was undeniable. A masterpiece on its own, the album went on to win a Grammy for Best Rap Album, however, I’d argue Ye deserved an additional award for the rollout itself.
In a world of ever-evolving trends, fast-paced communication, and turnover culture - it seems that rollouts have been forgotten… And while I’m sure this has a lot to do with the current state of digital media, I can’t help but feel like the industry has gotten lazy. Marketing now evolves around becoming a trending sound… rather than creating impactful moments that lend to long-lasting trends. And while I don’t believe the yearn to trend will end anytime soon, I remain hopeful thanks to the artists who are putting their creative hats on before sharing their work. Off head, kudos to Lady London on her studio debut, S.O.U.L. (Signs of Universal Love) - an ode to astrology themed album with storytelling to match. And my fav, Champagne Papi and 21 Savage for their iconic Her Loss rollout featuring a faux Vogue interview, a Howard stern mock interview as well as an NPR-inspired Tiny Desk spot.
May your drops inspire other artists to do the same!
