The temptation to deliver surprise releases may be great, but most artists need to think twice before sharing unexpected material with fans.
There is something to be said for the element of surprise and its ability to engage your audience. Everyone loves learning that their favorite artists have new creations to share, but not every creator has a career that can leverage surprise releases in a meaningful way.
In 2020, Taylor Swift made global headlines twice with surprise releases. Her two albums, Evermore and Folklore, were immediate hits covered by everyone in music journalism. The short notice given to fans about the impending releases didn’t matter because, to be frank, she’s Taylor Swift. The world already cares about her and her music, so it doesn’t take long to get people excited about something new.
But you’re not Taylor Swift. You’re most likely not Playboy Carti, Bad Bunny, or any of the other arena level talent surprising fans with new music in recent years. You are an up and coming artist doing your best to stand out from the endless sea of competition. You have to work to make people outside your immediate circle care about new music, and even when you get press, it’s unclear if the reach does anything to move the needle for your career.
In the latest Music Biz 101 clip, host James Shotwell discusses the pros and cons of surprise releases. He works through why this release strategy works better for some than others and offers ways to gauge whether dropping music out of nowhere will help your career. Check it out:
Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.
