![singles soundtrack full album singles soundtrack full album](https://is4-ssl.mzstatic.com/image/thumb/Music/v4/74/dc/b0/74dcb0ed-7cb5-d576-adaa-801955cce973/source/200x200bb.jpg)
![singles soundtrack full album singles soundtrack full album](https://upload.wikimedia.org/wikipedia/en/5/5b/The_Police_-_Every_Breath_You_Take_(The_Singles).png)
“Put it on all the streaming services, see how the numbers look, and if the numbers are up to par, then we go to radio,” says the former major-label A&R. Keeping multiple singles in the market at once also allows labels to vet a variety of tracks and gauge listener response. That’s why I’m such a fan of the slow build.” She likes an artist to have four songs working simultaneously before even looking towards an album release. “When artists have one big record and go run with that, it doesn’t work because they never had a foundation toīegin with. To build a foundation to sustain,” stresses one former major label A&R, who wished to remain anonymous during a job change. Acts like Baauer, Tinashe, iLoveMakonnen, Dej Loaf and iHeartMemphis had one unavoidable smash but have not been able – or, perhaps, willing – to maintain a mainstream presence since then. “All your music is entirely consumed in a week – if you’re lucky,” he adds.īy releasing multiple singles, artists and labels can “keep things flowing,” as Snow puts it, and also hopefully avoid one-hit wonder-dom, which appears increasingly common in the era of the viral flash-in-the-pan. Putting out 12 or 15 songs at once on a full-length seems increasingly risky in a world where “people’s attention spans are the size of a period,” says songwriter Eskeerdo (Fifth Harmony, Kendrick Lamar). “Is a singles-focused approach better, with songs stacked at appropriate times? Should it be a smaller body of work ? Is this fanbase actually looking for an album at this time?” “We’re experimenting across the board,” Mattera says. The rules in this competition remain undefined. “It’s all about throwing out content, ” – hit songwriter Savan Kotecha “Now it’s about vying for fans’ time – time spent consuming our repertoire, rather than our competitors’ repertoire.” “In the past, it was about vying for fans’ dollars,” adds Larry Mattera, GM and EVP of Commerce and Marketing for Warner Bros. Fans want to be engaged constantly with artists that they like.” “In this day and age, we try to keep things flowing so artists almost never go away. “Traditionally artists would go a long time between album projects, disappear and then come back as a big event,” explains Robbie Snow, SVP of Global Marketing for Hollywood Records (Demi Lovato, Bea Miller). This approach reflects the breakneck pace of a world driven by streaming and social media.