The strategy behind releasing a studio album has been the same for the past couple of decades. Artists and labels have become comfortable in that process. The last iteration in the album release strategy was the use of the music video…back in the 80’s.
With the emergence of technology and its wider use in music rollouts, artists are allowed to be more creative – see Kanye West’s Yeezus guerrilla marketing, Jay-Z’s MCHG Samsung corporate release deal or J. Cole’s Born Sinner listening sessions. This is the case of Donald “Childish Gambino” Glover. He’s best known for his role in Community, his writing chops on 30 Rock and his rapping talent under the Childish Gambino pseudonym.
In a podcast with Hot 97, Donald Glover shared his thoughts on the state of hip hop music and his own interpretation of it. One line that stuck in that interview was his assessment of today’s full length albums or the LPs. According to Glover, LPs are personal branding projects and not product releases per se. This is a fair assessment considering the declining trend of physical album sales and the increasing propensity of artists touring in order to make ends meet.
“Because The Internet” is Donald Glover’s 2nd studio album and it seems like he’s going to be leveraging technology and using creativity to make his release a complete Childish experience. Sweet.
Here’s a creative short film he released a couple of months ago to start the buzz around his album.