A few months back I wrote about how prolific Justin Bieber had been with product, releasing a record every three to four weeks over a period of six months. At the time, I wondered who might follow him down that path, and now I know: none other than Bieber’s mentor, Usher. Since January, Usher has released six singles, an LP, and, as of today, an EP, all spaced an average of four weeks apart.
In terms of actual music produced, of course, the LP and the EP are it; all the singles come from one or the other. But it’s the pace of the product that matters, especially in terms of setting an example for others. Those seeking new routes to record sales and considering something like the Bieber campaign must be watching Usher very closely, because he’s been even more successful with that strategy than Bieber, scoring two top ten records (including a number one) another couple of top twenties, and most likely a third top ten in the newly released “Hot Tottie” (although if he wasn’t sixteen and suffering so much backlash, Bieber may well have been just as successful).
A few years ago I was predicting that Usher’s days as a star were numbered, and under the old release paradigm that may have been true. But the paradigm is switching yet again, and this time Usher is on top of it. I’d look for a lot more of this in the next year, and don’t be surprised if the new standard—for pop stars, at least—becomes a new record every four to six weeks, with occasional breaks for LPs and EPs. Kanye West already seems to be thinking in these terms, even if his song a week plan doesn’t include much salable product. Exposure is the key, and exposure, more than ever before, requires a constant stream of new and different and exciting material. If you think pop music is interesting now…
TweetTags: Justin Bieber, Kanye West, Usher