Image: Behnam Norouzi, Victrola Record Players [Unsplash]
Another single release. In recent years, sometimes this thought comes up: "Soon, I'll know the entire album before it even comes out."
Over the past two decades, the way music is released has changed significantly. Where once up to three singles per album were the standard and a new full-length record was a major event, nowadays it often feels like half the album is released in individual tracks beforehand.
Examples? Take the latest album from Bring Me The Horizon. POST HUMAN: NeX GEn was released on May 24, 2024, but six tracks had already dropped as singles - ranging from 2021 ("DiE4u") to 2024 ("Kool-Aid").
And they’re not alone: Architects also released six songs ahead of their brand-new album The Sky, The Earth & All Between, spanning from 2023 to 2025, which means exactly half of the twelve tracks were available before the album’s official release.
This raises the question: Why has the single-release trend become so big, and is the classic album format still relevant at all?
Playlist Over Vinyl: Streaming Takes Over
It’s no surprise that streaming services like Spotify have drastically changed the music industry. The Swedish company was founded in 2006 and has since not only reshaped how fans consume music but also significantly influenced the album cycle of artists. Today, kids and teenagers grow up with playlists rather than record players or CDs - and that’s a key factor in this shift.
In the past, record labels focused on albums as complete works. Singles were released mainly as promotional tools to get songs on the radio, but ultimately, the goal was to sell the album at the highest possible price, as often as possible.
Spotify, however, doesn’t prioritize albums or the artists behind them, but individual songs. For Spotify-generated playlists, an artist can only submit one track per release, even if their new release is a full-length album with multiple tracks. The listener experience is centered around a mix of songs from various artists, meaning the album as a whole is pushed into the background.
Content Is King: Music Releases in the Digital Age
Today, streaming has basically become synonymous with listening to music, and only dedicated collectors and music enthusiasts still buy physical records. As a result, artists have to focus on other sources of income. Physical albums are now produced and sold mainly for a band’s most dedicated fanbase.
Back in 2010, Barry Donegan, singer of the band Look What I Did, shared his thoughts on this in his blog:
"I think albums should be viewed as a compilation of content from a particular period of a bands' history made for sale for collectors. Rather than using online content to sell albums, bands should, in my view, sell themselves as consistent providers of content and compile this into physical formats periodically for those fans that love owning a record, cassette, CD,or other form of physical merchandise. Let's face it – these formats are for collectors now, not the average consumer."
Fans have also become accustomed to regular content from social media and Spotify. Trends and hypes come and go quickly - any artist who doesn't want to get lost in the crowd needs to stay consistently present. Both artists and labels are well aware of this.
Robbie Snow from Hollywood Records explained the new marketing strategies in an article by Rolling Stone.
However, the album itself has not become entirely irrelevant. In fact, manager Cora Rodrigues (iMusician) even recommends sticking to the album concept:
"One should not underestimate the power of the classic album strategy. It has worked for decades and still does today -for good reason. By gradually releasing multiple singles over several months, you not only create anticipation, but you also build momentum and increase excitement among fans leading up to the album’s release day."
Always on Trend: The Benefits of Regular Single Releases
It’s obvious that digital uploads save a huge amount of time and money. That’s why newcomers often start by releasing a series of singles or one to two EPs before moving on to a debut album. Every single release also allows a song to be submitted for playlist consideration, helping artists build a fanbase. Of course, competition on Spotify and other platforms is massive, but so is the potential reach.
Singles also give emerging musicians the chance to experiment. What works well, what doesn’t? Ultimately, the same rule applies to both rising and globally successful bands: frequent releases keep an artist relevant and prevent them from getting lost in the endless flood of new music.
Many artists understand the power of social media. Bands like Slipknot and Sleep Token consistently use interactive teasers and puzzles to engage their fans. Mysterious websites and teaser videos spark discussions and speculation. Sleep Token even took it a step further by releasing sheet music on separate accounts, allowing fans to interpret and play the music themselves. This sustains the hype around an upcoming album while also giving fans a unique way to participate in the journey. Creativity remains the key!
@thomay940 @Sleep Token Feathered Host #sleeptoken #featheredhost ♬ original sound - thomay94
