Music and media have long been intertwined, however with the advent of social media and the rise of streaming platforms the two seemed to be more connected than ever before. Over the course of the next few weeks, I will be outlining notable releases by musicians and their promotion process throughout.
This week I will be focusing on the debut solo album of the Fifth Harmony graduate Camila Cabello. Since the album was announced in May, Camila has been in the works for a very long time, and for good reason, females in pop music have not been as successful as their male counterparts over the past few years. Camila Cabello broke that streak with the longest #1 by a female on radio in 5 years and is currently the #2 artist on Spotify (with 45 million listeners). Her label Sony is looking to break her into a superstar.
Camila’s album is one of the first to try and use a new and unique release strategy. Labels tend to save their largest and most important releases for October/November/December to be able to have theirpeak of sales occur during the holiday rush. However, Holiday music has been growing year over year and new music is struggling more to compete in the last quarter of the year. With the new influx and importance of streaming Camila is being released in the new hot time spot of January which allows her to be one of the first releases of the year to be able to be listened to after all the Spotify and Apple Music gift cards are redeemed.
Camila has also been working it on Twitter during her release week showing that labels are putting much more of an emphasis on the platform. One of the many reasons is the proof of concept the past two years that being internet personalities can help artists with their sales. This has been proven with stars like Cardi B, Migos, and many others. Camila Cabello is also casting other latin social media stars in her music videos. On Instagram, Camila is hosting a contest with her fans to find clues in her posts in order to find a “code” to get a chance to meet her and see her in concert.
Camila has augmented her social media presence with her appearances on traditional media such as the Ellen Degeneres Show, The Tonight Show, and a New York Times profile. However, she uses these platforms in order to propagate her social media presence with material that will resonate with as many people as possible. At the time of writing, Camila by Camila Cabello sales is estimated at just under 100,000 up from the original estimate of around 65-75,000.