The series of events running up to an album release can often be pretty predictable. There will be a string of press releases, teaser trailers and occasionally the artist in question will probably drop a few singles.
Well, although this method is tried and tested (and it does work), what can often distinguish a great release from a mediocre one is ingenious and innovative promotion. These out of the box methods usually result in a more memorable release as well as a deeper respect for the artist’s creativity.
Ranging from screwing over record labels, their own lines of MP3 players, or simply no promotion at all, Music Crowns have rounded up the most memorable album drops of all time.
U2 – How to Dismantle an Atomic Bomb (2004)
In 2004, technology giant Apple teamed up with U2 to release How to Dismantle an Atomic Bomb. Firstly the band’s track ‘Vertigo‘ was used for an Apple commercial and then the digital music moguls released a limited edition U2 iPod. The black and red iPod was crammed with songs including the group’s discography, unreleased songs, laser-engraved autographs, and the new album, How to Dismantle an Atomic Bomb.
Radiohead – In Rainbows (2007)
Ending their 4-year hiatus the band followed up their 2003 Hail to the Thief with their self-released In Rainbows. The group’s guitarist, Johnny Greenwood, issued a statement online which read: “Hello everyone. Well, the new album is finished, and it’s coming out in 10 days. We’ve called it In Rainbows.” They offered a ‘pay what you want option’ and the band made more money than they did from any of their other albums.
Prince – 20Ten (2010)
With a well-known disdain for the internet, the late icons 2010 album 20Ten was delivered (quite literally) whilst he was operating without a record label. Slipping the record into 2.5 million papers in total, including the U.K.’s Daily Mail and Germany’s Rolling Stone, Prince was able to distribute his album to fans for free.
Kanye West – My Beautiful Dark Twisted Fantasy (2010)
As Ye had recorded so much music for his My Beautiful Dark Twisted Fantasy album, instead of cramming it onto one record, he dropped tracks every Friday leading up to the release. As the tracks were shared via his record label GOOD Music, the Fridays ended up being dubbed GOOD Friday whenever the tracks were given away.
Boards of Canada – Tomorrow’s Harvest (2013)
During Record Store Day back in 2013, Boards of Canada strategically placed vinyl with codes on in only a few of the hundreds of stores participating. The 12″‘s were housed in cardboard sleeves with simply said “Boards of Canada” and included part of a code. Once all the records were uncovered and the code cracked, it was revealed the duo would be releasing their first offering in eight years, Tomorrow’s Harvest.
Jay Z – Magna Carter Holy Grail (2013)
Magna Carter Holy Grail was first announced with a minute long teaser that aired during the NBA Finals which featured Pharrell and Rick Rubin. It was also announced that 1 million copies of the record would be released to Samsung fans via a special app on 4th July three days before the album’s release.
Beyoncé – Beyoncé (2013)
Unlike many of the other promotional strategies on this list, in 2014 Bey did something quite different indeed. Instead of using an app or a teaser trailer her self-titled album simply appeared in the iTunes store. No press, no big ground shaking announcement, no singles, only an entire visual accompaniment to the new record.
Wu-Tang-Clan – The Wu – Once Upon a Time in the Shaolin (2014)
Art and music have always gone hand in hand. It’s for this reason that when Wu-Tang-Clan‘s creative concept for their 2014 The Wu – Once Upon a Time in the Shaolin was revealed, people lost their minds. Only one copy of the 31 track album was created and RZA stated he wanted it to tour art galleries giving fans the once in a lifetime chance to hear the album. The album went on sale in 2015 for a price in the millions and is hailed as the most expensive piece of music ever sold.
Arcade Fire – Everything Now (2017)
Arcade Fire have been keeping people on their toes with the recent release of their album, Everything Now. In the lead up to the new album, a Twitter account designed to look like a Russian spambot began publishing clues pertaining to the new album. After the band performed the title single at Primavera Festival, a mysterious ‘Live From Death Valley‘ feed was launched. The highly anticipated fifth studio album, Everything Now, was finally released on 1st June 2017.
