HOW TO BE THE TOP ARTIST OF 2013: RELEASE AN ALBUM WITHOUT WARNING

HOW TO BE THE TOP ARTIST OF 2013: RELEASE AN ALBUM WITHOUT WARNING

Leigh MichaelMonday,16 December 2013

The Snap:

On December 12th, Beyoncé  released her fifth record, a self-titled “visual album.” Each track is accompanied by a video, enhancing the graphic element of the creation.

There was no buzz about the album beforehand; there were no leaked tracks; there was no press. There were no singles or teaser videos or or promotional appearances. On Thursday night, the internet suddenly became aware that iTunes had a new album by the former Destiny’s Child artist… And then, the mayhem began.

The Download:

Here are a few little snippets for you to consider:

iTunes crashed. Yes, even Apple is no match for Beyoncé.

— According to Mashable, Beyoncé’s album gleaned 1.2 million tweets in just 12 hours.

— Oh, and it also snagged 5,300 tweets per minute, beating out the previous record-holder “Sharknado” by 300 TPM. La-di-da, the things we tweet about.

Time reports that Beyoncé snagged 430,000 copies in just a little over a day. For reference, Katy Perry’s Prism sold 286,000 in a week, and Lady Gaga’s Artpop nabbed 258,000. Queen B rules all.

— By the way, she sold 80,000 albums in the first three hours of its release.

When questioned about her unorthodox approach to Beyoncé‘s release, the artist explained to Billboard: “I miss that immersive experience, now people only listen to a few seconds of song on the iPods and they don’t really invest in the whole experience. It’s all about the single, and the hype. It’s so much that gets between the music and the art and the fans. I felt like, I don’t want anybody to get the message, when my record is coming out. I just want this to come out when it’s ready and from me to my fans.

We live in a world defined by short attention spans. In order to gain attention, artists have mastered the art of creating hype. Often up to a year before an album drops, you’ll hear deliberately placed whispers and tantalizing teaser videos. It would seem that we need reminders, or else we’ll just… forget. Move onto the next thing.

Whether you’re a fan of Beyoncé’s music or not, you have to appreciate her approach. Not only was it one of the more badass releases of the decade, but she also showed us that great music doesn’t require a months-or-yearlong red carpet announcing its arrival. Music shouldn’t be about the hype or the buildup.. It should be about how it sounds. Thursday night was a refreshing evening for the music industry, and its a practice that I hope other musicians will emulate.

You can watch a teaser for “Mine” below, and see the rest of the album’s visuals on Beyoncé’s YouTube channel.

Take Action!

Hat Tips:

BeyoncéBillboardMashable, Time, Image Credit: Flickr



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