A deep dive into Camila_Cabello's strategy to release two singles at one time
the month of its release, "Havana" slowly grew into a smash, ultimately peaking at No. 1 on the Hot 100 and becoming Cabello's solo breakthrough."I think it took people a second to connect with 'Havana,' because what people needed to be reminded of is that Camila is not Fifth Harmony," adds Afloarei. "She very much is her own writer, her own artist and her own person, and I think 'Havana' speaks to that.
According to Afloarei, the demand for both songs has been immediate and equal. iHeartMedia stations played each single on the hour following their joint release, as did Cumulus and Entercom stations. "We started having people call us up and say, 'You know what? I'm putting both in, because I can't pick and my audience can't seem to pick,'" says Afloarei.
Although Afloarei says she doesn't know whether Epic will continue to push both singles or puts its full energy behind one, as it did when "Havana" started clearly outperforming "OMG," she sees the dual success of "Liar" and "Shameless" thus far as a positive sign. As far as other artists beginning to adopt the double-single strategy and letting the fans choose which song is the breakout, Afloarei says it's a sign of the times.
"People want more and more, and I think that we need to probably keep up and continue to give people more and more," she says, although Afloarei adds that the power of one song can also remain just as important. "I still think that there's value in one really good project, be it one single or one album."
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