5 Album Release Strategies We Loved in 2020
In 2020, the industry, artists and fans alike were forced to adjust as Instagram lives became the new concert pit. It wasn’t all bad--many artists ditched their traditional rollouts for TikTok challenges, digital meet and greets and gave their fans what they’d been craving in a pandemic world--music and connection.
If the pandemic showed us anything, it’s that there is no one “right” or “ideal” way to release music. Below, check out five of our favorite strategies from artists who had a wildly successful year of releasing music in 2020.
Albums: folklore, evermore
Artist: Taylor Swift
Genre: Folk, Pop
The rollout: The surprise double. Taylor Swift’s notorious “one album every two years” fool-proof release cycle went out the window in 2020 when she dropped folklore in July. She took it a step further in December when she announced and released evermore, the sister album.
Why it worked: Swift had both the media and her fanbase thrown into a whirlwind by doing something she had never done before. There is something to be said about becoming too predictable and getting in your own way as a result--she even said, “...before this year I probably would’ve overthought when to release this music at the ‘perfect’ time.” Both albums were written and recorded during quarantine and debuted at No. 1 on the Billboard Top 200 Albums Chart. Folklore marked Swift’s historic third Album of the Year win at the 2021 Grammy Awards, demonstrating the value of taking a risk and doing the unexpected.
How you can make this work for you: Perhaps surprise dropping two 17-track albums in one year isn’t your thing, but that doesn’t mean you can’t implement the element of surprise into your next release. Consider switching things up. Do you always announce your next single/album/EP four weeks before the release date? Maybe this time around you announce the week of the release. It’s tempting to stick with a tried and true routine that has proven success for you, but you may even surprise yourself by stepping outside of your comfort zone.
Albums: kelsea, ballerini
Artist: Kelsea Ballerini
Genre: Country, Pop
The rollout: The acoustic remix. Kelsea Ballerini was one of the many unlucky artists with a March 2020 release date for her third album, kelsea. Overshadowed by the pandemic and pre-Zoom adaptation, standard promotion was all but nonexistent. However, the album was revitalized when she released its counterpart, ballerini, in September.
Why it worked: Rather than dropping a deluxe version of the album, ballerini offered a stripped down version of kelsea, packed with new acoustic production and even included lyric adjustments in certain tracks--giving the album cycle a new breath of life. “Kelsea is glitter: bold and effervescent...While ballerini is emotional, vulnerable, soft,” she said of the two albums. The intention behind the project showcased Ballerini’s artistry and scored her a Top 10 hit with “Hole in the Bottle” followed by a Female Artist of the Year nomination at the 2021 Academy of Country Music Awards.
How you can make this work for you: It’s easy to feel like a project is “old” because you’ve been with it since the beginning. The writing session, the recording, the release. But remember: there is a whole world of people who haven’t heard your music yet. And that can be an exciting thing if you play your cards right. Find a way to make what is “old” feel new again. Maybe you always wanted to do a music video for the single you released a year ago. Or maybe you always wondered what it would sound like as a duet. Good music has no expiration date.
Album: Good News
Artist: Megan Thee Stallion
Genre: Hip-Hop
The rollout: The EP follow-up. Megan Thee Stallion had an explosive year in 2020. With the release of her EP Suga in March and the smash hit “Savage” dominating the airwaves, Megan seemingly became a household name overnight--and she had no intention of slowing down. She released a remix of “Savage” with Beyoncé in April, scoring her first No. 1 and released two more singles before dropping her debut album, Good News in November. “The whole album was basically written in the living room, the shower, the backyard–just visualise it with me,” she said in NME Asia. Good News debuted at No. 2 on the Billboard 200 chart, moving over 100,000 album-equivalent units.
Why it worked: Instead of coasting off of a No. 1 single and building anticipation by waiting to release her album, Megan solidified her position as one of hip-hop’s newest stars by amplifying her exposure and giving her audience a consistent stream of music.
How you can make this work for you: If you see success with one of your singles, don’t stop there. Show your audience you’re here to stay. Rather than giving your audience everything at once and risking choice overload, give them exactly what you want them to consume. As the music industry and music consumption changes, it is imperative to keep the listener’s attention. If you have five songs recorded and ready to go, rather than giving them to the listener all at once, consider releasing them over the span of several months or even a year. Chances are your audience will appreciate your consistency and you will increase your chances of growing your audience along the way.
Album: Plastic Hearts
Artist: Miley Cyrus
Genre: Pop, Rock
The rollout: The reinvention. Miley Cyrus’ continued ability to reinvent herself is showcased in her seventh studio album, Plastic Hearts. The sonic departure from her previous records features collaborations with Stevie Nicks, Billy Idol and Dua Lipa. Cyrus gave fans a glimpse of the new glam rock era with the album's first single “Midnight Sky” in August. The album was released in November, and landed at No. 2 on the Billboard 200 chart.
Why it worked: Expect the unexpected when it comes to Miley Cyrus. Her versatility and experimentation allowed for continued audience growth (even 13 years into her artistic career) and an increasingly diverse demographic, all the while showing different sides of her artistic and vocal ability.
How you can make this work for you: So you’ve always released pop projects but you’ve wanted to try country on for size. Go for it. Artists are just that--artists. There is no rulebook that states that once an artist releases one style of music they are confined to it for the duration of their career. Being open to new sounds and styles allows you to free yourself from creative limitations and shows your audience you are anything but a one-trick pony.
Album: Punisher
Artist: Phoebe Bridgers
Genre: Indie, Rock
The rollout: The traditional slow burn. 2020 was arguably the year of Phoebe Bridgers with the release of her highly-anticipated sophomore album, Punisher. The “lockdown rock star” (Variety) released “Garden Song”, the first of five singles, in February. The follow up single, “Kyoto'' was supported by an impressive schedule of TV appearances--including a controversial performance on “Saturday Night Live”--and multiple live-streamed concerts. The critically acclaimed album earned Bridgers’ four 2021 Grammy nominations, including Best New Artist.
Why it worked: Honest lyrics and showing up. Bridgers’ was praised by fans and critics alike for Punisher’s highly personal lyrics and she didn’t let a cancelled tour stop her from promoting the record and winning over high-profile fans like Elton John along the way.
How you can make this work for you: Focus on the art, be unapologetically yourself and the audience will follow. Even during a pandemic, you can still find ways to connect with fans and create a community. And when live music returns, your fans will remember the time and effort you put into continuing to release music you’re proud of and appreciating them listening.
Whether you’re just starting out and beginning to build your audience or you’re heading back into the studio in 2021 for your next big release, all artists and creatives can approach 2021 with an “all bets are off” mindset. Many aspects of how music was released and consumed in 2020 are here to stay--as the music industry continues to evolve and adapt, now’s your chance to see those changes as advantages and implement them into strategies for your own career.