TylerrDucati: Media - Mtv Scenario/Single Release

Single release

A single is a song released by an artist either prior or after the release of their latest album. A single is commonly released on internet based formats such as ITunes, Amazon and Spotify but can also be released on physical format such as CD or Vinyl. Since 2006 however there has been a large decline in physical single CD purchase and an incredible rise in online single purchase. Singles can be released to promote the artists upcoming album, Era or change in musical style such as Katy Perry’s California girl’s, the first single to be released from her highly successful ‘ Teenage Dream ‘ album.

Teenage Dream marked Perrys change in musical style from pop rock to bubble-gum pop. The video for the single directly promotes the album as it featured an iconic shot which was used to inspire the album cover. This use of repetitive imagery in promotion of the single further promotes the single itself and the album as when the cover is released the music audience will be familiar with that specific image and associate the California Girls music video and single with the Teenage Dream album.

The promotion of Katy Perry’s change in image is shown below. This change in image ( colourful wigs and makeup ) was to present that this album would mark a new era for Katy Perry.

To demonstrate how a single is released I will be explaining the release of Justin Biebers latest single “What do you mean “. Although the single was recorded in May 2015 it wasn’t released until August 2015 this is because Justin decided to use his high musical status to promote the single which I will further explain later. This was also his first single after his 2 year solo break meaning the single needed some build up to further excite his fans.

As any single released by an artist the song had to be sent to his record label Def Jam who informed him of any changes needed in the song, the label decided the song was perfectly fine and would be ready to send to top 40 and mainstream radio. As earlier mentioned Justin decided to promote this single by using other well-known celebrities of all different careers and musical genre by having them pictured on social networking site Instagram holding a sign with the singles title. (The same Instagram which Justin is the most followed celebrity.)

This use of promotion was incredible successful as this meant fans of music genres similar and not similar to Justin’s would be introduced to this single therefore giving Justin an even wider audience than he already had. Upon the singles release it debut at number 1 in over 14 countries including Australia,UK,US and his native home Canada. The song also broke the record for highest first week sales online of a single ever and obtained 21 million streams in its first five days available, something never achieved before.

The promotion of a new artist can be done in a variety of ways in example the artist’ record label may feature them in music videos of other artist associated with the label. A label known for doing this is Jay z’s self-owned Roc-a-Fella records which is responsible for artists such as Kanye west, Rihanna and Rita Ora who all have label mates featured in their videos such as Kanye’s ‘ All of the lights ‘ which features Rihanna.

Label YMCMB (Young Money Cash Money Billionaires) is owned by rappers Lil Wayne and Birdman Williams. Before Their most prominent artists Drake and Nicki Minaj (Now Worldwide superstars with their own businesses, Merchandise and millions of records sold ) became more known in the mainstream they were both chosen to feature in the labels most popular and iconic release ‘ Bed Roc ‘ to promote them to the audience of rap/hip hop and let listeners know that these two artists will be making a mark on the music industry in the future which both did.