Beyoncé has reinvented how to release an album. Over to you, Adele [The Guardian]

… will 2014 see artists of various shapes and sizes chucking albums into the ether and hoping for the best? U2, Adele, Madonna, Rihanna and One Direction are due to release albums in 2014; they and others may try to emulate Beyoncégeddon, but most will fail. Beyoncé\’s major triumph was not to release an album with no marketing, nor even to tap the \”no marketing angle as a marketing angle\” angle, but – to employ the favoured imagery of many Beyoncé fans – to snatch the wig of victory from the scalp of defeat.[…].

Beyoncé\’s gift to 2014 is a masterclass in both exerting and relinquishing control. She controlled a shambolic album project, and she kept its release under wraps. At the same time, she loosened her grip on the one thing the music industry has clutched to its heart while everything around it changed: the idea of the monolithic album release. Compared with Beyoncé\’s lightning strike release plan, two of 2013\’s other big pop albums – Katy Perry\’s Prism and Lady Gaga\’s ARTPOP – seem ridiculously quaint. Katy Perry announced her album with a gold \”Prism\” lorry driven through the streets of LA; Gaga began teasing hers in 2012. …

via Beyoncé has reinvented how to release an album. Over to you, Adele | Music | The Guardian.

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