Up until a few months ago, albums from major acts were released wide to the most outlets possible for the biggest impact and it worked out fine for most artists. But as album sales continue to drop and streaming services grow, windowed or exclusive releases have become a testing ground for some of the music industrys major players.
In the last six months, Coldplay, Future, Rihanna, Kanye West, Beyoncé, and Drake have all released albums exclusive to a streaming service. Drakes latest album Views has sold over 1 million copies and set a first-week streaming record during its exclusive period with iTunes and Apple Music. After the success of Views and Beyoncés visual album Lemonade, windowed music releases are, in fact, the new normal at least for superstars.
The appeal of a longer lifespan for major releases has convinced multiple music executives Ive spoken with that windowed releases will be a serious consideration for top-tier artists moving forward. Apple Music and Tidal need to keep their growth rates up, artists like guaranteed money, and labels like their releases to dominate the charts for weeks on end. Right now theres only two players in the exclusive album game, Apple and Tidal. Spotify has repeatedly said it wont pay for exclusive albums, but if exclusives becomes the new normal for superstar artists, that stance may change sooner than later.
While windowing is completely normal in other forms of entertainment, like movies, it has been and will continue to be a big shift for music fans. Every time an exclusive release comes out these days, social media is flooded with people searching for the album or wondering why it isnt available on their streaming service of choice, and that can be an inconvenience (especially if youre on Spotify). But if exclusives continue to lead to more album sales or more users for streaming services, these companies will continue to pursue them until they dont.
Ugh: http://www.theverge.com/2016/5/11/11657820/exclusive-albums-are-the-new-normal