Major artists like Drake, Future and Kendrick Lamar are increasingly dropping new projects without lead singles and letting the fans choose the hits.
project, with all 23 songs arriving in one fell swoop. The lack of pre-release singles hasn’t hurt the album one bit: six of the album’s songs are still in the top 40 of this week’s Hot 100, over a month after its release.
Streaming programmers and radio PDs have had to make similar changes in order to quickly identify the songs that should be in heavy rotation, or atop a prominent playlist. “When the label drops an album, I want to know what the audience feels is the best record — and sometimes, records that stream really well might not work for radio,” says Reggie Rouse, WVEE /Atlanta vp of programming and brand manager. “We constantly have to evolve and change. So for me, this is an easy adjustment.
, developed strong listenership in the days after the album release, and was moved towards the top of RapCaviar on Spotify. “Silent Hill” is charting the highest of anyThis trend of albums arriving without pre-release singles has largely been limited to A-listers with long track records of success, and may not expand beyond music’s upper tier.
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