Themusicof Canadian pop singerJustin Bieberhas once againbeen causing quite a stir when it comes to popular media. His latest album in four years (entitledSWAG) has createda strong reaction from his fanbase, and has led to plenty of analysis, includinga track-by-track breakdown of the new LPand its overall worst-to-best quality.
California-hailing rapperTyler, the Creatoris also no stranger when it comes to stirring the pot with his creative output.In ranking his albums from over the years, it’s no surprise that Tyler’s done everythingfrom pushing the envelope of expectation to breaking hearts with itthroughout his musical catalog. So what else do these two artists have in common?
Justin Bieber & Tyler, The Creator Both Just Surprise-Dropped Albums
Catching The World Of Music Off-Guard
Bieber released SWAG on July 11th, teasing the upcoming drop the previous day with a series of billboards featuring the album’s title in locations like Los Angeles, Atlanta, and Cambridge, Ontario. Bieber reportedly recorded at least part of the record in Iceland, with sessions forSWAGallegedly coming to a close back in April.
SWAGfeatures guest appearances from the likes of rappers Gunna, Lil B, and Cash Cobain, as well as singers Marvin Winans, Eddie Benjamin, and Dijon.Production for the LP was handled by Bieber himself, along with Benjamin, Dijon, and other talents like Daniel Caesar and Carter Lang.
Meanwhile, Tyler, the Creator put out his new album (calledDON’T TAP THE GLASS) at 6 AM on July 21st,choosing a Monday release daterather than the (more recently) traditional music industry Friday drop window. Mention of the title was first used during a stop in Brooklyn, New York, July 18th as part of Tyler’s Chromakopia: The World Tour.
DON’T TAP THE GLASSfeatures guest cameos from singer/producer Pharrell Williams, as well as singer-songwriters Madison McFerrin and Yebba. An initially rumored tracklist for the LP consisting of features that included rappers Earl Sweatshirt and Kendrick Lamarwas eventually debunked as being fake. Speculation ofDON’T TAP THE GLASSbeing a concept piece was also shot down.
Surprise Drops Don’t Seem To Be Working That Much
Despite Initial Fan Excitement About The Reveal
While bothBieberandTylerseemed to each draw their share of hype when it came to the surprise releases ofSWAGandDON’T TAP THE GLASS,the ultimately broader, commercial results have been mixed. Bieber’s song “DAISIES” did debut at #2 on the Billboard Hot 100 chart, but was his onlySWAGsong to appear in the top 10.
Tyler’s project is still a bit early to judge at this point, though as of this writing it’s projected thatDON’T TAP THE GLASSwill move over 205,000 units in just its first week tracking. That would be enoughto debut the project at #1 on the Billboard 200, which would give Tyler his fourth straight release in that slot.
Overall, though, what is the better strategy to move albums and increase sales? Can interest from fans and whipped-up hype alone based on an artist’s standing, image and intentbe enough to create a successful endeavor? Or will a strong promotional album rollout cycle always win out in the end?
Why Promotion Matters For Music Albums
A Good Rollout Always Counts
While it can be possible to build a successful album releasebased on the type of “shock” promotion brought on by a surprise release or an unexpected endeavor, an album rollout that’s well-thought-out and appealing will likely always be the most steady approach. Something that gives the audience consistent time and attention to support something they like.
It isn’t just all about what can be played the most on the radio anymore, either. In the age and era of social media with the power of digital routes, it’s important to have both airplayas well as outside means to catch both the eyes (and ears) of the listener.Especially when an artist’s name success alone isn’t enough.
Take the release of another rapper’s project with Freddie Gibbs and famed producer the Alchemist, for instance. Their recent drop ofAlfredo 2is more of a niche endeavor, sure, but regardless,they didn’t rest on the value of their names and this being a sequel albumto seal up casual/fan interest.
Their team put out word ofAlfredo 2in advance, viral marketing-related cryptic billboards/ads were strategically placed with a mysterious phone number to call, and even a tied-in short film was released. While a surprise album drop will always make waves, there’s still something to be saidfor a strong and interesting promotional cycle.
