The Best Music Release Strategy In 2024 (Single Vs Album)

Summary

The video script discusses the significance of timing in releasing music, comparing it to the timing of a joke. It explores the evolution of the concept of an album from vinyl to digital formats and questions its relevance today. The speaker advocates for singles to build an artist's momentum and audience before releasing an album, which can be a more strategic move for monetization. The script addresses common concerns about genre expectations, storytelling through albums, and the desire for physical copies, suggesting alternative strategies like releasing singles regularly and offering pre-album sales. It concludes by emphasizing that the decision to release an album should be based on when and why, rather than a blanket yes or no.

Takeaways

• 🎶 The difference between a good joke and a bad one is timing, and the same applies to releasing music; timing is crucial.
• 📀 Traditional album lengths were dictated by vinyl (45 minutes) and CD formats (74 minutes), but digital formats have removed these restrictions.
• 🔄 The terms EP, B-side, and double album have become irrelevant in today's music release cycles due to format flexibility.
• 🎧 Singles allow for speed and agility in music release, making them ideal for building momentum and discovery for up-and-coming artists.
• 💸 Albums are more expensive and time-consuming to produce and promote, and they risk exhausting creative opportunities more quickly.
• 📈 Singles offer the chance for testing and optimization, whereas albums are a complete work released with less room for adjustment.
• 📈 Releasing singles can lead to increased monthly listeners and spins on platforms like Spotify, potentially leading to significant streaming revenue.
• 🎤 Singles are effective for promoting the artist, while the artist's established audience can be leveraged to promote an album.
• 🚫 Releasing an album and then promoting its songs one at a time lacks the impact of a cohesive release and can diminish excitement.
• 🎫 Physical copies like CDs and vinyl can coexist with a singles strategy, offering fans a complete collection before the album's official release.
• 🌟 The decision to release an album should be based on when and why, not just a desire to create an album, and should align with an artist's momentum and audience engagement.

Q & A

What is the significance of timing in releasing music, as discussed in the script?

Timing is crucial in releasing music because it affects how quickly and effectively an artist can build momentum and reach their audience. It also influences the artist's ability to adapt and optimize their strategy based on the reception of their music.

What was the traditional length of an album as influenced by vinyl records?

Traditionally, an album was about 44 minutes long, which was dictated by the format of vinyl records, allowing 22 minutes per side.

How did the introduction of CDs change the typical length of an album?

The introduction of CDs increased the typical length of an album to 74 minutes, enabling more music to be included on a single disc and leading to more experimental music.

What are the advantages of releasing singles over albums according to the script?

Releasing singles allows for speed and agility, enabling artists to pivot and change strategies quickly. Singles also facilitate building momentum, are less expensive, and offer opportunities for testing and optimization.

What challenges does the script highlight with promoting an album compared to singles?

Promoting an album is more expensive and time-consuming, and it can lead to exhausting creative opportunities. Albums also offer less flexibility for testing and optimization, and they may not generate as much excitement as new singles.

At what point should an artist consider releasing an album, as suggested in the script?

An artist should consider releasing an album when they have a significant and engaged audience, such as one million monthly listeners on Spotify, to capitalize on the momentum and traction they have built.

Why might an artist's preference for telling stories be a reason to release an album, as mentioned in the script?

Artists who prefer to tell stories might opt for an album because it allows them to present a cohesive narrative or theme across multiple tracks, which can be more challenging to achieve with singles.

What is the script's perspective on the importance of audience expectations in deciding to release an album?

The script suggests that while audience expectations can influence an artist's decision to release an album, it is ultimately up to the artist to dictate the pace and strategy. The focus should be on building momentum and audience engagement rather than solely on expectations.

How does the script address the concern about the need for music for touring purposes?

The script argues that there is no rule on how fast an artist can release singles, and that releasing music regularly can still support touring. It suggests that artists can release singles frequently to keep the momentum for touring.

What alternative does the script propose for artists who want to sell physical copies like CDs or vinyls?

The script proposes that artists can sell physical copies like CDs or vinyls of singles or upcoming albums, creating a sense of exclusivity and demand, which can be a powerful marketing tool.

What conclusion does the script draw about the decision to release an album?

The script concludes that the decision to release an album is not a simple yes or no but depends on when and why it is done. It should be based on the artist's momentum, audience size, and the potential for monetization and success.

Outlines

00:00

🎵 The Evolution and Impact of Album Releases

This paragraph discusses the historical context of album lengths, influenced by vinyl and CD formats, and how the modern music industry has moved away from these constraints. It introduces the debate on the relevance of albums in today's music landscape, where artists like Taylor Swift can release extensive albums or multiple singles. The speaker emphasizes the importance of timing in music releases, drawing a parallel between joke timing and the strategic release of music. The paragraph also touches on the shift from physical media limitations to digital freedom, leading to a reevaluation of terms like EP, B-side, and double album.

05:01

🚀 Singles vs. Albums: Strategies for Artist Growth

The second paragraph delves into the pros and cons of releasing singles versus albums. It argues that singles offer speed and agility, allowing new artists to quickly build momentum and optimize their strategies based on performance. The speaker suggests that singles are better for discovery and artist promotion, while albums are more challenging to promote and can lead to creative exhaustion. The paragraph also addresses the misconception that audiences expect albums and the idea that albums are necessary for storytelling, countering that good music is what audiences truly seek. It suggests that artists should focus on building traction and momentum before releasing an album to avoid frustration and ensure a return on their investment.

10:01

🌟 The Optimal Time to Release an Album

The final paragraph summarizes the discussion by stressing that the decision to release an album should be based on when and why, rather than a blanket yes or no. It suggests that artists should have a substantial audience and momentum before releasing an album to maximize its impact and monetization potential. The speaker also addresses common concerns about genre expectations, the desire to tell stories through albums, and the need for music for touring purposes. The paragraph concludes by encouraging artists to consider their goals and the market dynamics before deciding on an album release, highlighting that for some, the desire to create an album may outweigh commercial considerations.

Keywords

💡Album

An album in the context of the video refers to a collection of audio recordings issued as a single item on CD, record, audio tape, or another medium. The video discusses the historical significance of albums, their evolution from vinyl to digital formats, and the strategic considerations for releasing an album in the modern music industry. The script mentions that albums used to be dictated by physical format limitations, such as vinyl's 22-minute per side, but now artists have the freedom to release as many tracks as they wish, as demonstrated by Taylor Swift's 31-track album.

💡Single

A single, as used in the video, is a type of release, typically a song recording of fewer tracks than an album due to its shorter length. The video highlights the advantages of releasing singles, such as the ability to quickly respond to market trends and build momentum for an artist's career. Singles are portrayed as a strategic tool for new artists to gain exposure and test audience reactions before committing to a full album release.

💡Timing

Timing in the video script is a critical factor in the success of a music release. It is likened to the timing of a joke, suggesting that the right moment to release music can significantly impact its reception and popularity. The video emphasizes that whether an artist chooses to release a single or an album, the timing of that release in relation to their career trajectory and audience engagement is crucial.

💡Momentum

Momentum, as discussed in the video, refers to the building force or driving force that an artist can create through consistent and strategic music releases. The video suggests that releasing singles can help build momentum for an artist, as each new release can generate buzz and increase anticipation for future work. This concept is central to the video's argument for the strategic use of singles over albums in certain stages of an artist's career.

💡Format

Format in the video refers to the physical medium on which music is released, such as vinyl, CD, or digital platforms. The script explains how the format historically dictated the length and number of tracks on an album, but with the advent of digital music, these limitations have been removed. This change has led to a reevaluation of what constitutes an album and how artists should approach releasing music.

💡EP

An EP, or extended play, is a term mentioned in the video that traditionally refers to a recording that is longer than a single but shorter than an album. The video notes that with the changes in music release formats, terms like EP have become less relevant, as artists can now release music in a variety of configurations without being constrained by traditional definitions.

💡Streaming

Streaming in the video pertains to the digital distribution of music where listeners can access music over the internet without downloading it. The video discusses how streaming platforms like Spotify have changed the dynamics of music consumption and the potential revenue streams for artists, particularly when they have a large number of monthly listeners.

💡Monetization

Monetization in the video refers to the process of turning an artist's music into revenue. The script suggests that while singles can help build an audience and artist recognition, albums can be a way to monetize an established fan base, as they offer a more comprehensive collection of an artist's work that can generate income through streaming, sales, and other channels.

💡Creative Exhaustion

Creative exhaustion is a concept discussed in the video that refers to the potential depletion of an artist's promotional opportunities and public interest when releasing an album. The video argues that singles can be promoted multiple times, offering more chances for media coverage and public engagement, whereas an album might not generate the same level of sustained interest, leading to a quicker exhaustion of promotional opportunities.

💡Genre Expectations

Genre expectations mentioned in the video refer to the perceived norms or traditions within a particular style of music that might influence how and when an artist releases music. The video challenges the idea that genre dictates the format of music release, arguing that artists should focus on building momentum and audience engagement rather than adhering to genre-specific expectations.

Highlights

The importance of timing in releasing music, akin to telling a joke, is emphasized.

Taylor Swift's new album release strategy is critiqued for its ambiguity.

The historical context of album lengths, from vinyl to CDs, is discussed.

The relevance of traditional music release formats like EPs and double albums in today's digital age is questioned.

The debate between releasing singles versus albums is introduced.

The author expresses a personal preference for albums but acknowledges the importance of timing in their release.

Advantages of releasing singles include speed, agility, and the ability to build momentum.

The concept of 'exhausting the creative' in album promotion is introduced.

The financial implications of releasing albums versus singles are touched upon.

The idea that singles promote the artist while the artist promotes the album is presented.

The author suggests that artists should release an album when they have a substantial and engaged audience.

The misconception that genres inherently demand albums is challenged.

The role of storytelling in album creation and its impact on the decision to release an album is discussed.

The practicality of releasing singles frequently to maintain momentum and engagement is suggested.

The potential of physical copies like CDs and vinyls to coexist with a singles release strategy is explored.

The video concludes with a call to action for viewers to share their thoughts on the album versus singles debate.

Transcripts

what's the difference between a good

joke and a bad joke timing and the same

can be said for releasing music timing

is everything now Taylor Swift has just

released her new 31 track album or maybe

it was one track released 31 times I

couldn't really tell but this prompts

the question what even is an album and

does that even matter and more

importantly when should you put out an

album now an album used to be 44 minutes

that was dictated by The Format of vinyl

22 minutes per side then when CDs were

introduced it was 74 minutes so you

could get more music on so you got more

experimental music happening but it

would roughly stick to around about 12

Songs per album but now the format

doesn't dictate the length or how much

music you can release in one go so

phrases like EP or bside or double album

these are irrelevant phrases in today's

release Cycles but the single versus the

album debate now this is very relevant

now if you've been watching my channel

for some time you might think that I am

not a fan of the album and that's

actually not true I'm a massive fan of

albums and of artists releasing albums

but as we found out from the start of

this video timing is everything you see

there are pros and cons with releasing

both singles and albums and before we go

into those pros and cons let me just say

before I get a lot of stuff in the

comments saying this is about art and

you should do what you want to do for

your art I agree if the purpose is for

you to make art then well done congrat

congratulations you've already done it

but if the purpose here is to get people

to listen and consume your art then this

becomes very relevant and for everyone

who says just put your music out and if

it's good enough it will get through

yeah maybe but that's also like me

saying go for a run let's see how fast

you can run 100 m maybe you can do it in

sub 11 seconds but the chances are if

you want to get to a sub 11 seconds

you'll probably going to need to work on

everything from diet and strategy and a

lot of practice to be able to hit that

achievement so without out of the way

let's look at Singles now when it comes

to releasing a single you have Speed and

Agility on your side you can pivot you

can change your strategy as you are

going which leaves you light on your

feet and for me this is a very good

strategy when you are an upand cominging

artist now with single releases you can

get your music out quickly and then you

can build momentum a single builds the

artist not vice versa then you can

promote for free you can get good

discovery which builds momentum and then

you can find Opportunities off the back

of that momentum now where we are at

with music promotion you can promote for

free you can get free discovery which

builds momentum and that allows you to

build opportunities off the back of the

momentum and then you can optimize

because if you're putting a single out

you can see what it's doing and you can

react when it comes to writing or

recording your next single or the

promotion of your next single now

comparing singles with albums albums are

expensive and timeconsuming assuming

they're also harder to promote you get a

thing called exhausting the creative now

what that means is if you're putting a

single out how many times can you get on

radio or blogs or podcasts or interviews

or TV Etc the answer is maybe a few

maybe you'll get 30 40 50 opportunities

from that single now if you put an album

out will you get more opportunities than

you did with a single the answer is no

probably the same but when you're doing

single after single after single you can

repeat the process the exting the

creatives the creatives will grow single

after single whereas with an album

you're trying to go back in time yes

I've put the album out but now I'm

promoting this song which has already

come out and that isn't as exciting for

most people who want to help you push

your music you also have no testing or

optimization when it comes to album with

a single you put something out you say

I'm not sure that worked let's try

something else and go again with an

album you put out the entire piece of

work hoping for the best and if it

doesn't work what are you going to do

now this all sounds very very negative

for albums and it shouldn't be because

there is a time when you should release

an album let's say for example you have

one million monthly listeners on Spotify

which let's say probably will be about 3

to 4 million spins across tracks

depending on how many tracks you have on

Spotify maybe a million maybe three or

four million now if you put out an album

of let's say 12 tracks that million

monthly listeners will probably start to

expand but more importantly the the

monthly spins will expand because you

have a bigger Library if that starts to

expand by say two or even three times

your three or 4 million spins a month is

now 8 n 10 million spins a month you

start getting up into the tens of

millions of spins and you're dealing

with $40

$50,000 per month just from streaming on

one platform alone so for me singles and

albums have a different purpose singles

are fantastic for discovery for building

momentum for building you as an artist

and getting opportunities and as you do

that and start to grow this audience and

start to get people who know who you are

and want to listen to your music and

give you those opportunities that's the

time to drop the album because at this

point you've got the traction you've got

the momentum and now you can collect the

reward you can start to monetize off the

back of what you've already built in

very simple terms singles promote the

artist but the artist promotes the album

so therefore you need to have the

audience to be able to promote the album

otherwise you're going to exhaust the

creative very very quickly and be very

frustrated that all of your hard work

and effort and money that's gone into it

isn't going to get the payback that you

deserve now I have had this conversation

with many many artists about releasing

singles versus albums and I know what

comes back when it comes to statements

and questions one of those is you don't

really understand my genre in my genre

the audience does expect an album no

they don't they don't expect expect an

album they expect good music they expect

to enjoy the music that's coming out but

you are in charge of dictating the pace

it's up to you whether you give people a

single or an album and if it's working

and you've got that momentum putting an

album out is fine but until that point

this is not about the audience expecting

anything this is about you building up

traction and momentum by giving people

something that is good that they will

want more of another statement is when

people say hey but I can still put out

the album and promote the Les one at a

time why can't I just do that well you

can but it doesn't have the same punch

when it comes to pitching when it comes

to excitement people don't have the same

excitement for music that has been

released already people really like the

anticipation and they really like new

things new shinies so therefore why

would we say it's already out but now

I'm going to promote something that you

can already have at any moment a lot of

artists like to tell stories so many

artists will say I can't really tell a

story with a single but I can tell

stories with albums and that's why I

prefer an album great but you're

releasing it for you you're not

releasing it for anybody else this is

Art all of a sudden and if you're making

something which is for you and it's

artistic that's fine the problem only

occurs if you are unhappy with the

results if you're saying why aren't

people listening to my art then this is

the issue now what about touring

opportunities artists say well hang on

if I want to go on tour I need music out

in the world before I can go on tour

well yeah great well put more music out

I don't understand the correlation

because there's no rule on how fast you

can release singles you can release

singles every week or every two weeks

and still get all of the stuff we're

talking about still put out music

quickly still get into some kind of

routine whilst you're getting the

benefits of putting singles over an

album Now imagine if you are releasing

music with a routine every week I'm

going to put out a new song well for a

start you are really going to benefit

Spotify the data and your release radar

because people are going to get used to

it they're going to say hang on if I'm

going to get another one every week I

don't want to miss out so I'm going to

hit the follow button on Spotify which

is a very very difficult thing to do

that's a big benefit same thing goes for

socials all of a sudden there's more new

stuff coming maybe I should hit the

follow button cuz new stuff is coming

same thing for playlists you're starting

to build relationships I'll have another

one next week if you don't like this one

you'll like the one next week all of a

sudden you are building momentum now

another thing I hear artists say is

about physical copies my audience likes

physical copies and so therefore I need

an album out so I can sell a CD or a

vinyl but I don't see how the two uh

can't coexist exist why can't you put a

single out you could still promote an

album and say hey if you want the album

before it's even been released then you

can buy the CD or the vinyl that way you

are now monetizing and you've got the

supply and demand you've got something

even more powerful it's not even out and

you've heard that single imagine if you

buy the next album with 12 songs on it

to me that's much more powerful you

don't necessarily in this day and age

have to release the album to print a

th000 or 2,000 or five 5,000 CDs to me

all of these statements and questions

are more excuses to deal with someone's

ego yeah I really want to put out an

album and if that's the case put an

album that's great if you want to put an

album out and you love working with

albums and more importantly you can

afford it and you're not going to worry

so much about the numbers then the

album's the right thing to do for you

the issue only arises if you're putting

an album out and saying this isn't

working and that's the bit setting those

expectations Taylor Swift has shown with

this release that if you get enough

momentum and speed you can do whatever

you want you can be as self-indulgent as

you want you can put out as many songs

as you want and you are monetizing off

the back of it the issue here is it

takes a long time to get that much

momentum in order to monetize off the

back of it so the answer to releasing an

album is not yes or no it's when and why

so leave your comments below I will try

and comment back as much as possible and

I love this topic because I am not

against albums and I am quite happy to

debate this until the cows come home so

whatever your thoughts are leave them in

the comments below thank you for

watching and I'll see you again soon