Labels

Monday, March 26, 2018

The Chainsmokers release single per month until December

After The Chainsmokers presented their 2018 release strategy to their record label last fall, the plan was so complicated that Columbia Records vp sales Joe Gallo had to buy a new dry-erase board. Columbia’s team spent three weeks scribbling out the idea -- a single will come out every month on Spotify, Apple Music and the rest, atop a new EP containing each previous single.
 
“We wrote out a road map,” recalls Gallo. “We wanted to create what we’re calling a ‘waterfall.’ As we go with the second and third tracks, the waterfall keeps getting larger and larger.”
 
In January, The Chainsmokers put out “Sick Boy” as what appeared to be a standard single release; in February, “You Owe Me” arrived as a two-song bundle on ­streaming ­services with “Sick Boy” in the second slot; since the third single, “Everybody Hates Me,” dropped March 16, it has topped the three-song bundle. This ­cascading process will repeat until a 12-song album drops in December. Adam Alpert, CEO of the band’s longtime label, Columbia partner Disruptor Records, came up with what he calls the “building the album” strategy. “Every song will get a new boost in ­consumption,” he says.
 
The Chainsmokers’ plan is an elaborate case in an ­industry-wide lab ­experiment on how best to rethink the standard single-single-album release playbook of the CD era. In recent years, pop stars have taken a range of new approaches, from Beyoncé's surprise self-titled album to Kanye West’s edit-as-you-go The Life of Pabloto Drake’s “playlist” album More Life. In 2017, Ed Sheeran, Camila Cabello and others put out two singles at the same time, and 21 Savage re-ordered his Issa Album for streaming services with the hit “Bank Account” at the top. Bebe Rexhaflooded streaming services with singles and EPs throughout 2017 without ­releasing an album at all, while two of the biggest singles of the past year -- Cardi B's "Bodak Yellow" and Luis Fonsi & Daddy Yankee's "Despacito" -- still do not have an album home. It’s a sea change for the major labels, which were once so furious about Tom Petty releasing a free MP3 they made him remove it from the web. 

Source: Billboard

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