Release strategies are one of the most challenging parts of dropping new music with successful sales. It takes a painstaking amount of time to put together a rollout with the hopes of it bringing profits to the artist. One of the latest trends in the music industry is releasing a deluxe version of the artist’s latest project mere weeks after its first release.
While this isn’t extremely uncommon, there is a slight difference with the latest projects: They’re filled with an abundance of new music, and some would say it’s an entirely new album based on the quantity. While more songs translating to more streams may seem like a basic strategy to ensure profits, this may not be the case with this quantity-level of new music.
In March, rapper Lil Uzi Vert released the long-awaited Eternal Atake to the masses, loaded with 18 new tracks. Yet less than a week later, he shocked fans with Eternal Atake (Deluxe) – LUV vs. The World 2. The deluxe came with yet another 14 tracks, leading to a total of 32 new songs within the last week.
Within the months after, other high-profile rappers including NAV and G Herbo released deluxe versions of their new projects soon after the original — both with 14 new tracks. It’s standard for a “typical” album to range between 10 and 15 songs. In essence, these artists are releasing the quantity of two to three albums within a week, most likely to boost sales numbers and streams for their new project.
While some may argue that the artists are choosing “quantity over quality”, that’s a much more debatable subject with no definite answer, as music is one of the most subjective entertainment forms created. What’s less subjectable, is the level of replay value that comes from this plethora of new content.
While more songs released may equal a greater chance of a select few taking off on the charts, it also leaves the bulk of the project to be picked up by and replayed by hardcore fans. In other words, a fan can only listen and catch on to so many songs at a time. By the time that they pass on to other songs from the artist, new music has already come out from others they try to keep up with.
While the artist does have free will to do as they please, it may be wise to release a “standard” length album, such as the originals of the aforementioned projects, and stay away from releasing an entirely new album within the coming weeks after. This gives the public more time to resonate with a new project, discover which tracks they enjoy, and stream them without being bombarded by another new album from the same artist.
If an artist allows their catalog to be consumed by their fanbase and shared with others, numbers can increase potentially greater than if they released over 30 new songs. No matter how an artist chooses to go about releasing new material, they must be confident in their art and comfortable with the moves they make, as they’re the only ones who truly know what they have to make them successful.