Where is The Effort In Album Rollouts?

Album rollouts don’t look like what they used to 30 years ago. Imagine the busy streets of Harlem or the Bronx during rush hour with artists behind their cars, trunks open wide filled with stacks of CDs and mixtapes, passing them out to anyone and everyone. It’s a scene filled with passion, creativity and a shared experience between an artist and their listeners. 

Trunk hustling is a staple of NYC hip-hop culture and has significantly impacted the genre’s growth. It was one of the best ways for artists to get their music out there, along with sending copies to top radio stations or gunning for a spot in 106 & Park’s ‘Freestyle Fridays.’

The concept of album rollouts has evolved alongside the rapid growth of the music industry, advancing technology, and, most importantly, consumer behavior. Album rollouts have not disappeared entirely but have become a “lost art” of sorts. Their initial impact and legacy have shifted in the landscape of today’s music industry.

In the wake of the digital age, consumer attention spans have shortened. As audiences are presented with a continuous stream of content, traditional album rollouts compete for attention among the next big trend or release that takes over.  It’s hard to convince people to wait outside a store for a limited edition CD when they barely want to watch a TikTok longer than 60 seconds. 

Artists have also begun to rely less on record labels and have taken the DIY approach to marketing, artist development, and even rollouts. Social media has continued to be a key player in marketing and “free promo” for up-and-coming artists. Where’s the incentive to spend thousands on an album rollout when an Instagram post might get just as much engagement?

These days, the typical “album rollout” consists of an artist deleting their Instagram feed, putting an ominous date in their bio, or even making a post saying, “100k comments, and I’ll release new music.” Sometimes, all an artist needs to do is tease their fans with a viral snippet, and they’re good to go. 

Surprise releases have become popular in recent years. While the strategy does create buzz and generate media attention, it completely bypasses the anticipation-building phase that defines what an album rollout is all about. The truth is that this method does not work for every artist. You can’t all be Beyonce. 

No one’s saying that album rollouts are dead, and I’m not signing them off as an ancient part of music history. Instead, I recognize the art’s dynamic evolution throughout music culture and encourage artists to leverage the old and the new. 

There have been a few artists who seem to be getting it right. Artists like The Weeknd and Tyler, The Creator have preserved the essence of what defines an iconic rollout: creativity and innovation. An album rollout is an immersive experience that is much more than the album alone. A good album rollout leaves listeners at the edge of their seats, begging for more with feelings of excitement and anticipation. It’s not just about dropping an album or releasing new music. It’s about curating an unforgettable experience that leaves a mark on listeners long before the first track plays. So, if you’re an artist looking for that big break, write that hit song, but also plan that album rollout.