Have surprise releases gone too far?

[StrawberryBlond 14,087]

Today, the Drake and Future mixtape, What A Time To Be Alive, debuted at #1 on the Billboard 200, with sales of 346k, including streams. This was impressive considering that the mixtape was dropped unexpectantly and didn't even have a full week to chart. It wasn't even the only surprise release. Ryan Adams also surprise dropped 1989, a re-imagining of Taylor Swift's album of the same name. He debuted much lower, at #7 with combined sales of 56k. With two surprise releases battling it out, it meant that the two big name acts that made scheduled releases this week had to battle it out for a place at the table resulting in David Gilmour debuting at #5 with Rattle That Lock and Lana Del Rey having to settle for #2 with Honeymoon. And all this has made me wonder...

Has surprise releasing gone too far? We're now at the stage where you can get two surprise releases in the same week. I knew it was bound to happen at some stage and frankly, I'm glad it has, to finally highlight the many issues with the system. Ever since Beyonce set the trend, I knew right away I didn't like it. It's so attention-seeking in the most cringey way, it's a cheap way to get sales (no one knows how good it is because it doesn't have any singles to judge it on), it's such a self-centred look-at-me moment ("drop everything, I've arrived") and potentially forces fans to choose between their faves as they can't afford both albums in the same release week. But perhaps, most infuriatingly of all, it treads on the toes of artists who have opted for traditional releases with singles and build up. It's the preferred way to release an album for a reason - it's the formula most likely to succeed. Artists can have albums delayed for months as their labels don't like them for whatever reason or just because their label's desperately trying to find a release date where there's no competition to guarantee a #1 position. So, when an artist finally finds their niche and they think all is well, another artist swoops in with a surprise release and takes the shine off them. Artists should support other artists and the whole concept of surprise releases stamps on that ideology. I'd also like to question how on earth this mixtape can chart as it is defined as a mixtape and they can't chart. Drake also surprise dropped his last mixtape (it is a mixtape, he called it that), If You're Reading This, It's Too Late, earlier this year (also another #1 with amazing sales) and by the looks of things, his upcoming album, Views From The 6, will do the same. It's too much, it's too pompous and it rubs me the wrong way. I can only hope someone else surprise releases that week to rain on his would-be hat trick to teach him a lesson in being humble.

What do you lot think?

[GloZell Green 11,723]

If this was back in the 2000s, I'd say yes, but at this point in the music industry, well 

[RainingOnMe 7,250]

Yes. It is becoming a bit desperate.

[Fiona Apple 13,006]

It's just a new way of releasing your album. I personally don't like it because I like eras to be longer and I actually like hype but I wouldn't say that it has gone too far

[DeleteMyAccount 11,881]

Didn't we know about 1989 before it was released though?

[PartySick 144,831]

Here's hoping we get a month to prepare/hype/and pee our pants for LG5

[Lassex 1,169]

It's very stressful tbh  I would have a heart attack if Gaga did it

[Mast 980]

Didn't we know about 1989 before it was released though?

Read the OP again

[Whispering 18,865]

I don't think it is a smart move for most artists, but obviously it works for a select few. If you are an artist that can avoid the costly release pattern and end up with great sales, why not? Seems like a smart move for those type of artists. 

[RebeldeFaith 4,560]

Ryan Adams album wasn't a surprise release. He announced the release day and even Taylor did it too.

[DeleteMyAccount 11,881]

Read the OP again

I mean the 1989 was a surprise release.  Ryan and Taylor had announced it beforehand.  Is the OP saying that surprise releases affect scheduled releases?  We can't be surprised by Drake and Future getting that #1 spot though.  They would've gotten the top spot even if the album was scheduled.

[Kayla 7,595]

I think surprise releases makes it difficult for an album to be leaked. It also prevents people from building up expectations that alter how they experience your album for the first time. 

EDIT: Also, people have been so focused on singles for a while now. Drop-releasing an album gets people to focus on the ALBUM as a whole. It encourages albums to be more cohesive collections of music by an artist rather than a collection of bops made to be turned into singles for the hit. 

I'd rather have an album artist than a singles artist. 

[LoveandMagic 1,731]

Today, the Drake and Future mixtape, What A Time To Be Alive, debuted at #1 on the Billboard 200, with sales of 346k, including streams. This was impressive considering that the mixtape was dropped unexpectantly and didn't even have a full week to chart. It wasn't even the only surprise release. Ryan Adams also surprise dropped 1989, a re-imagining of Taylor Swift's album of the same name. He debuted much lower, at #7 with combined sales of 56k. With two surprise releases battling it out, it meant that the two big name acts that made scheduled releases this week had to battle it out for a place at the table resulting in David Gilmour debuting at #5 with Rattle That Lock and Lana Del Rey having to settle for #2 with Honeymoon. And all this has made me wonder...

Has surprise releasing gone too far? We're now at the stage where you can get two surprise releases in the same week. I knew it was bound to happen at some stage and frankly, I'm glad it has, to finally highlight the many issues with the system. Ever since Beyonce set the trend, I knew right away I didn't like it. It's so attention-seeking in the most cringey way, it's a cheap way to get sales (no one knows how good it is because it doesn't have any singles to judge it on), it's such a self-centred look-at-me moment ("drop everything, I've arrived") and potentially forces fans to choose between their faves as they can't afford both albums in the same release week. But perhaps, most infuriatingly of all, it treads on the toes of artists who have opted for traditional releases with singles and build up. It's the preferred way to release an album for a reason - it's the formula most likely to succeed. Artists can have albums delayed for months as their labels don't like them for whatever reason or just because their label's desperately trying to find a release date where there's no competition to guarantee a #1 position. So, when an artist finally finds their niche and they think all is well, another artist swoops in with a surprise release and takes the shine off them. Artists should support other artists and the whole concept of surprise releases stamps on that ideology. I'd also like to question how on earth this mixtape can chart as it is defined as a mixtape and they can't chart. Drake also surprise dropped his last mixtape (it is a mixtape, he called it that), If You're Reading This, It's Too Late, earlier this year (also another #1 with amazing sales) and by the looks of things, his upcoming album, Views From The 6, will do the same. It's too much, it's too pompous and it rubs me the wrong way. I can only hope someone else surprise releases that week to rain on his would-be hat trick to teach him a lesson in being humble.

What do you lot think?

Interesting point. I do expect it to reach a point where a few artists will "surprise" drop release an album within a very close time frame, and this gimmick will only serve to confuse the public (who might wind up missing out entirely if they don't know about the surprise drop). I really don't know how I feel about it, because of this: "Artists can have albums delayed for months as their labels don't like them for whatever reason or just because their label's desperately trying to find a release date where there's no competition to guarantee a #1 position." <--- I have a major problem with this too. All for the sake of getting some useless number attached to an album. The focus should be on the music,it's audience, and the creative capabilities of the artist. Period. 

[Kacey Elizabeth 900]

I completely agree with you! It's gotten very desperate, lame and pretentious. 

[GloZell Green 11,723]

I completely agree with you! It's gotten very desperate, lame and pretentious. 

Oh so that's why Drake has been the one doing it lately...