Piano Guidance
Piano Guidance
Photo: Tim Mossholder
The answer comes down to three key reasons: chart calculations, streaming service placements, and tradition. Releasing on a Friday gives popular artists the best chance to maximize their chart potential.
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Read More »Every Friday, music fans are met with a flood of new music. When the clock strikes midnight, streaming services and digital retailers refresh their catalogs and countless new albums and singles become available all at once.
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Read More »When the majority of new music was purchased in retail stores, it made sense from a logistical perspective to ship albums at the same time each week. But as the industry moves away from physical consumption, release strategies have the potential to be more fluid (in theory). For the time being, however, streaming services update the majority of their new music playlists on Fridays, which encourages artists and labels to release that day as well. "With Friday now being the global standard for music releases, it’s shifted major programming on storefronts such as Spotify or Apple to be updated on this day," Jade says. "This marks a more 'successful' release day if you drop your project, get a song on New Music Friday, or be featured on Hot Tracks and see traction right away." Anokute agrees. "Technically, when you talk to these streaming services—whether it be Spotify or Apple—these people are now becoming the gatekeepers, the tastemakers, and the strategizers when it comes to how you release music," he says. "I think sometimes when you put out your record early, you can miss the opportunity to get included in those New Music Friday or Best of the Week playlists," he says. "I guess they feel if you put a record out on a Monday or a Tuesday, it's no longer new music on Friday." A source at Apple Music tells P&P that the decision to focus on Fridays isn't entirely their decision, though. They explain that most artists currently release music on Fridays, so it makes sense for streaming services to update their new music playlists on Fridays as well. Then, in turn, artists are incentivised to drop music on Fridays and increase their chances of getting placements on those playlists. In other words, it's a chicken-or-the-egg cycle that points to Fridays from both directions. The structure of the music industry has changed a lot in recent years, but the modern streaming era still borrows heavily from the physical era—especially when it comes to organizational structures and workflow. Anokute admits, "I think a lot of it is habit, honestly. I never even thought about it, to be honest, until you reached out to me. A lot of it is definitely habit." The streaming era is still relatively young, though, and the logistics of digital releases are much more flexible than the physical release days. It's likely that artists and labels will start experimenting with different release strategies more as time moves on. "As long as it’s an industry standard, Fridays will always be a tentpole day for releases," Jade says. "But, that doesn’t mean people won’t challenge it. With so many more artists deciding to remain independent and do things their own way, we will continue to see more artists try out different release days and rollout strategies, which is exciting. It’s important for artists to do what is best for them in all parts of their businesses, taking ownership over their own careers—from the release day to rollout strategy to the composition of their team—even if it may not be status quo." Major artists and labels hoping to maximize their chart position will likely continue releasing on Fridays until Billboard's calculation rules change, but there's a chance smaller artists will start breaking tradition in an attempt to escape all the noise and competition that exists at the end of the week.
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Read More »"You actually have me thinking," Anokute says, re-evaluating his past decisions to drop projects from young artists like Kevin George on Fridays. "Why are we releasing music on Friday? I don't fucking know. I'm always fighting for visibility and the fight is tough for an independent artist when you're releasing on Fridays, but maybe I shouldn't release on Fridays. I think I'm going to try things differently on the next EP release, to see how the music evolves." There are several factors that make Friday an effective release day—and it remains the industry standard—but things are becoming less rigid. Both Anokute and Jade agree that we'll probably start seeing more off-cycle releases in the future. "With so much data on fans and their consumption behaviors available to artists, it’s important to emphasize that there are no rules for how they should be releasing their music digitally and to recognize your fans’ tendencies and plot your release accordingly," Jade says. "For example, if you look into Spotify for Artists and see that you have the most listeners or streams on a Wednesday, then consider making that your release day."
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