Releasing Albums Vs. Releasing Singles. What to do what to do...
There was a saying once, “For every hit single, there would be a greater selling album behind it.” This was a proverb that would have been applicable preceding 1999, when music was recorded and distributed on compact discs and global sales would exist in the billions. But for each year that had followed, music business executives and any successful recording artist at the time would witness the painfully leisure and terminal decline in those numbers; as if they were watching their own ship sink from the water they’re treading on.
The music industry became the first media business to be consumed by the digital uprising. With a famously slow reaction towards the change, things had become an irreparable challenge when the door was left wide open for sharing sites to make an introduction to the more engaged, technology savvy music population. However, there are reports that have indicated that digital music piracy, which still remains active and illegal, had not solely or radically affect the buying behavior of legal music in its physical format, but more so the alternative of purchasing legal music in a digital format—specifically as an individual track; $0.99 a download. Consequently, the convenience of an online digital media store had become paramount and impossible to challenge for more than a decade.
With that said, it’s truly become an old tune to still be discussing in 2013, the industry’s evident changes in sales and its past failures to adapt. In turn however, with knowing the existence of piracy and the nearly monopolized service of buying music online, marketing campaigns for a recording artist are expected to reach such an ambitious level of creativity. All to meet a significant measure of exposure and awareness, to then influence consumers to listen first and want to buy after—basically have the aforementioned quote apply again according to current trends.
Though for an emerging artist, perhaps executing a global guerilla-marketing takeover with projections of your face singing your new song isn’t within your immediate budget. But don’t let that intimidate, because anyone who consistently makes the effort to think different, will think different.
To continue with the scenario of a sinking ship (music industry; circa 2004-2012) and you treading to live, I share this advice: prepare yourself for survival mode (believe in the success you can have as a musician) because there can be some rough waters ahead (dealing with creative differences, unlikable personalities and/or egos). Find and acquire what you can salvage around you (maximize the resources and creative support you currently have) to create the foundation for your safety raft (to produce a passionate record and an attainable marketing campaign) that will begin to float on to bigger oceans (endless opportunities).
“Go with Capital One…”