Monday, September 17 was an eventful night for music on social media.
Kanye West announced he was dropping two new albums. The first of which, entitled Yandhi, is set to drop on September 29, 2018, and appears to be somewhat of a sequel to his album Yeezus. This announcement came shortly after he and Chance The Rapper announced they were creating a joint album together entitled Good Ass Job, a project whose name had been theorized by Kanye fans for over a decade now. All of this news came only a week after Kanye tweeted “Throne 2 soon,” which would indicate that a sequel to his and Jay Z’s joint album Watch The Thrown was also coming soon. All of this news came through simple social media posts with screenshots of Kanye’s phone to accompany the tweet.
Kanye’s tweet announcing Yandhi has over 45,000 Retweets and 127,000 likes in around 12 hours, while videos of him and Chance the Rapper announcing their album have circulated Twitter rapidly. Kanye’s tweet about ‘throne 2’ has since been deleted, but the tweet had over a million interactions before being deleted.
The other noteworthy event on social media last night as it relates to music is the release of Lil Uzi’s anticipated song, “New Patek.” The song’s hype generated months ago as Lil Uzi posted a video of himself dancing in the bathroom to a snippet of this new song. Fans of Lil Uzi have been clamoring for the song since this teaser was posted in June, and finally their wait has been subsided. The original video of Lil Uzi dancing in the bathroom have circulated Twitter and Instagram endlessly since their release, and have spawned countless memes. Sufficient to say the snippet posted in June did a good job of hyping the song up.
These two events last night obviously are relatively minor in the long-term for marketing as it relates to music, but I think it speaks to a shift in the industry. Record Labels focus for promoting their artists and their work is now extremely, extremely social-media focused. Obviously, Soundcloud has spawned several bonafide musical stars, and Soundcloud is little more than a music-sharing social media website at its core.
Will Record Labels traditional ways of promoting albums become obsolete soon, with the focus being almost entirely on social media?