New albums from most artists available on streaming services are our everyday reality. However, one of them decided to do it his way, ignoring the entire market and reaching his fans.
What do new album releases look like today? We wake up one day, reach for our smartphone or computer, and there, in a streaming application, there is a complete new album by an artist waiting for us at no extra charge. Of course, there are minor exceptions to this rule, such as the memorable suspension of the debut of Adele’s new album, which could be purchased in a physical version on cassette tape, CD or vinyl, as well as in a digital version, but platforms such as Spotify, Apple Music or Tidal received the new release only after some time.
How to Get the Most Listeners? Streaming Seems to Be the Best Choice
The vast majority of artists, however, want to reach the largest possible audience in the most modern way, and for a large part of them this is the best possible scenario, because without any additional expenses or actions, you can immediately listen to your favorite’s new album. I myself recall with some nostalgia the period when a trip to the record store and the way back separated me from new releases – it may not have been better, but it was different, and I like to think of those times with sentiment, glancing at individual discs on the shelf.
I don’t avoid streaming, quite the opposite: I make the most of it, listening to my favorite and brand new music, but at the same time I love collecting records (vinyl, CDs and cassettes). I buy unique editions and complete discographies of artists closest to me, but I won’t be able to buy the latest album by the renowned rocker Jack White. Will this stop me from listening to the album? No, but not because the album has hit streaming and I’ve been playing it on a music platform since Friday, but because White and his label surprised or even shocked everyone by choosing an unconventional method for the premiere and promotion of the album.
Jack White’s new album only on free vinyl. Free copies online
Gentle announcements about the musician’s upcoming new album had been appearing for some time, but on Friday, July 19, customers of three stores of his label Third Man Records began to receive additional white vinyls with their purchases – they were simply thrown into bags at the checkout without their knowledge. The inscriptions on the disc did not reveal what they were dealing with, because the only visible inscription read “NO NAME”. After placing the disc on the turntable, it was very quickly possible to realize that these were new recordings by Jack White, and the label’s profile was updated with further reactions from fans and customers, who quickly went to the stores to make any purchases and grab the disc for free. Additionally, a video appeared with the note “RIP IT”, which means “rip/copy” and implicitly share. The only request from them was to share the news of the new album with 7 other people, which refers to Jack White’s lyrics.
First, a badly sounding and flawed version of the album appeared on YouTube (there were also recordings from a radio station that played the first five songs, and later the rest). Shortly afterwards, a much better rip appeared on the most popular video service, and then fan groups (on Facebook and Reddit) were filled with links to high-resolution audio files shared by one lucky fan.
Jack White is back in a big way
News of the new album, as well as the method of distribution and unusual premiere, flew across the web like a storm – even non-music services wrote about it. Jack White’s return is considered not only unconventional and surprising, but also extremely successful – the album is gathering fantastic reviews, and those who have been waiting for such a sound since the last albums of one of the bands to which Jack White belongs (I am talking about The White Stripes), will certainly be pleased with the musician’s abandonment of experimental sounds and return to his roots. It is also worth adding that Jack White is largely responsible for the rebirth of the vinyl record industry in the USA, because over the years he has invested in successive pressing plants, restoring them or equipping them with completely new equipment.
Will Jack White’s new album hit streaming services? Will it be released “correctly” so that people from all over the world can buy it? We don’t know the answers to these questions, but I rate the chances of it happening as 50:50. On the one hand, it would be contrary to the action carried out on Friday, but the prices of the aforementioned white vinyl are reaching such dizzying prices on eBay and other places that the situation is probably getting a little out of control.
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