Just put out the damn album.
When we laid out cash for the 10 to 15 albums we used to buy a year, we had time to digest and live with the music for a long time. So back then we would endure the two month hype run and sales would keep the LP going for a while. But the old hype model doesn’t work anymore. People seem to forget it’s called the music business, not the hype business.
The 8 week lead up to the release is extensive especially when the LP run could be over in a month after it’s released. The first week sales while they might look great on paper are irrelevant. Check the second week streaming numbers. Then the third, then the fourth and so on. Those numbers will show you if the fans care for the music or if only the press (that your marketing team has paid to promote your product) cares.
And people will complain about streaming revenue and how it doesn’t pay enough. Control your rights, have a song that people connect with and you will be paid well and forever.
That’s right. YouTube, Spotify and Apple Music will pay forever. Isn’t that better than the one off transaction between the record store and the fan. That fan could have purchased the album, taken it home, played it once and traded it. Maybe that fan played the album a million times. You as an artist wouldn’t know that behaviour.
But with streaming you will know how many times fans are streaming your music and from what cities and states they are from.
The truth is today’s hit artists will be paid by streaming services forever and this is a good thing. Data tells us what’s hot and what’s not.
And like it or not, it’s always been about the hits. To me a hit isn’t the song that takes the number 1 slot on a chart.
“Fear Of The Dark” or “Hallowed Be Thy Name” or “Creeping Death” or “Fade To Black” or “Master Of Puppets” didn’t set the charts alight but the fans made those songs hit’s, especially with the sing along guitar harmonies of the Maiden tunes. They are songs that connected and spread like wildfire amongst the fan base.
We don’t live in 1989, where mediocre stuff on the radio gets some traction because of the marketing/hype dollars invested into the promotion. We live in the era of connectivity and virality and hits and streaming that pays forever.
But you need to release a continuous stream of product to win.