Here's why indie artists are releasing music at a much faster rate in 2020
Whereas smaller projects used to be treated as special bonuses to fans, it’s now becoming the norm for one-off singles and EPs to arrive mere months after artists released their last album.
Amber Carew, the Director of A&R and Social Media at Saddle Creek Records, also acknowledges that the artists she’s working with are releasing more content than in previous years. Before joining Saddle Creek in 2017, Carew spent years doing A&R and digital marketing at the much bigger indie label ANTI- Records, and since leaving ANTI-, the album cycle sea change has begun.
Since streaming gives people so much sheer access to music, and the nature of social media constantly bombards people with new music content , simply keeping an artist’s name in people’s minds can be incredibly difficult. For a fledgling indie artist who’s just beginning their career, putting out a single shortly after a debut album is a way to maintain a presence in the conversation.
Then there are the gobs of Spotify and Apple Music playlists that are editorially curated. Although having more music would theoretically create more opportunities to pitch the editors of those playlists, in Tobey’s experience with the artists Rough Trade publishes, these one-off singles don’t usually catch on the way an album might.
As an employee of a publishing company, Tobey’s main priority is securing sync licensing deals with the artists Rough Trade publishes. In other words, sending music to music supervisors who work on movies, TV shows and advertisements to license music for their projects, which is how their artists make the majority of their income.
“A lot of times now when our bands are going out on a second tour behind an album or a third, there’s usually a [question of], ‘What are we gonna do to promote this?’" Hubbard says. “And honestly, I think the old model would’ve been maybe, ‘Let’s find that third or fourth single from the album and then make a music video and try that.’ And honestly, I don’t think that’s as exciting for fans as a brand new song is.
“When I was growing up, it was very, very, very hard to get a CD into a store,” says Greg Katz, who owns New Professor Records, manages a few smaller artists, and co-owns a publishing company. “It was a system that required factories and semi-trucks just for a fan to have the opportunity to listen to your songs again. Now that is completely over, and with one click you can reach everyone in the world. So I think that increased access is something that is great for artists across the board.
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