When I wrote the post earlier this week about releasing two songs at the same time, I didn’t realize it was going to be shared as much as it was.
Mike Biggane brilliantly pointed out the trend and I decided to share it with this small community we’re building here at Art of a Manager.
The reason I started this daily newsletter in the first place was to share information and provide a platform for stories such as these, which is why it is inspiring Hannah Karp and her team at Billboard decided to organically pick up the story and expand upon it.
Kudos to Cherie Hu for including further input from Mike and getting in touch with other experts, such as Celine Joshua, who brilliantly executed the double release strategy for Camila Cabello, and Justin Lubliner, who crafted his own approach to engineer one of the best developing artist stories of last year with Billie Eilish.
At the end of the article, Cherie quoted my statement, “Quality may reign supreme in the end, but content is king.”
What I meant by the statement is as follows:
Rising and established artists such as BROCKHAMPTON or Future released three albums last year to propel their breakout success. With each release, their fan base consumed and shared vivaciously.
In an interview last year, Ed Sheeran was quoted saying, “I see the music industry going in one direction now. If you look at the Beatles and Elton John and that era, they were releasing two or three albums a year. It was just like, write a song, put it on an album, release it, write a song put it on… Now I feel like the music industry is heading back into where it was… where it’s just quick, quick, quick.”
He goes onto discuss how he’s taken three years to make each album in the past, but thinks it’s getting to the point where artists need to record an album or two a year. Furthermore, he believes quality won’t suffer because artists overthink too much.
In his own words, “The Beatles never over thought anything and Elton John… They just put it on a record and released it. We listen back to those records now and some songs that may have never made it on an album if they were making it now are people’s favorite songs.”
In the music industry, we are so used to calling demos “hits” or “smashes” before they are released, but despite the inherent qualities that make up a song, only the public can decide whether a song is a hit or not. Data is helping us identify these trends and propel the wins faster, but the fans retain the control to create the momentum in the first place.
As music companies, we can advocate and market songs to the best of our abilities, but in the end, the fans are the sole decision maker. While every fan wants the best art, in today’s world, sometimes quantity and consistency is what the fans want from an artist.
We released a single every month last year with our artist NoMBe, and he now has over 70MM streams on Spotify before the release of his debut album next month.
While we can always aspire to create the highest quality, we also need to recognize fans desire to consume at this level and ensure we are giving them content consistently day on day, week on week, year on year.
As Wade Davis at TH3RD BRAIN says, “Quality is perception, but quantity is for certain.”