Monday, June 4, 2018

The Congested Rollout



The way we consume and absorb music today is vastly different then how it was 15 years ago. Everything is more accelerated due to the advancements in technology and the internet. With these advancements music consumption increased meaning that artist now have to not work twice as hard but twice as fast to stay current and on top. I remember in the 90's and early 2000's a groups rollout would span a few months.
Before I finish that thought I want to take a moment to explain what a rollout is in the first place. A rollout usually is the promotion and marketing leading up to an artist/groups release of some sort of project. Rollouts also can be used to identify an entire campaign of various different artist within the same label. To an outsider this might sound like they're one in the same but let me show you the difference. Migos is a group of three young gentlemen (Quavo, Offset, & Takeoff) so when there's a rollout for them its for all three of them because they're a group. Roc-A-Fella records was a record label that had various different artist on there. A rollout for Roc-A-Fella records meant that maybe Jay-Z dropped his project in September followed by Memphis Bleek in November and then Beanie Seigel in January. See the difference? Being underneath an umbrella or label meant that your rollout was your own but in a group its a collective. Now back to my original thought.

What I liked back then when dealing with a labels rollout was the time to actually enjoy and appreciate everyone's body of work. For a couple of weeks and some change you were able to enjoy Jay's album without having to rush to hear Beans' new album. Nowadays that's hardly the case. After listening to a Pusha T interview recently he explained that every Friday in June there will be a new album from an artist on G.O.O.D. (Getting Out Our Dreams) Music. Pusha started it off with the last Friday in May as his release for his new album Daytona and this past Friday we got a new project from Kanye West. According to schedule we are supposed to get a collabo project with Kanye West and Kid Cudi this Friday June 8th followed by Nas' new album June 15th and finally Teyana Taylor June 22nd. 

I don't know about you but I feel like these dates are way too close together to really appreciate someone's work... Especially Nas. Not to pick favorites or anything but if you know anything about Nas you know that his lyrical concepts and content need more than a week to digest. With that said I feel like the label has rushed their rollout and will now be competing for attention against its own members. 

What do you think? Do you think that a week is enough time to truly absorb, appreciate and digest someone's album? Do you think that a week is maybe too long and that things need to be sped up even faster? Do you now feel like they're in competition with each other for this marketing move?

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