This week's 'On Trend' looks at something that's certainly developed over the past year or so, as artists have become more innovative in the way they are promoting new records. Streaming services have saturated the music industry meaning there are more bands than ever, making it harder to stand out. Thus, some bands have begun to promote their albums in new, creative ways.
Wolf Alice started the trend almost a year ago now as they sent out postcards to their fans ahead of their sophomore record, Visions Of A Life. There was a postcard for each song, with a lyric on the back. This got fans excited as they eagerly awaited the follow-up to My Love Is Cool, and it was a rather suave way to arrive back on the scene.
Then earlier this year, Blossoms got in on the act by releasing an interview of drummer Joe Donovan having a pop at front-man Tom Ogden. They then released a parody film, showing the members of Blossoms in other jobs, in a 'life after the band' short documentary, as well as a help-line for any fans really struggling to cope. This was shortly followed by the release of a brand new single and a shiny new album to match. Yet by faking a breakup, Blossoms got their fans intrigued and interested, but also got those not so interested in Blossoms talking too, a clever way to get some new people on board.
Then Arctic Monkeys used mystery and suspense, refusing to release a single, meaning anticipation reached an all-time high for an AM record. Whilst the decision to not release a single may have been because the album was meant to exist as an entire entity, there is a possibility that Alex Turner and Co. predicted that the new sound would divide opinion, and therefore by offering a taster, would have put some people off listening to the new album. Maybe we're just being cynical?
Then finally, Slaves used the art of music videos to get fans excited about their new album. The lead single, 'Cut and Run', was matched by a quirky, tongue-in-cheek video of Isaac and Laurie performing a dance routine, which is now performed by fans on-stage at their gigs. They too then provided their own faux-break-up, (although it was certainly taken less seriously than Blossoms'), as the video for 'Chokehold' saw guitarist Laurie look for a new drummer, as Isaac leaves the band to take up a career in dance.
It will be interesting to see how bands continue to find innovative ways to promote their new albums. Artists are having to develop a brand alongside their music and clever promotion is key to success, particularly in this day and age.
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