Lastly, Blige should channel her true soul on the new album. Her last two albums have lacked the emotional aspect and a ‘wow’ factor, which could have been caused by the demos that were submitted to her email. This led to her singing almost identically to the demos, such as “What Love Is” & “I Feel Good,” instead of adding her own original spin. She needs to sing the album’s songs like she does when she’s recruited for other projects like the “Black Nativity” soundtrack. She sung like she was fighting for the final two position on “American Idol.”
Next once the album has been recorded, the promotional aspect should be mapped out. This should include the album title, a concrete release date, single choices and a list of platforms to reach before and after the album’s release.
In regards to the album title: It should sum the project up in a nutshell. The title should be to the point, not lengthy and over-thought like “Stronger With Each Tear” and “My Life II: The Journey Continues (Act 1).” If the latter were named just “The Journey Continues,” that would have been well received. Everything before and after that just seemed unnecessary and a waste of print. The next album title should only be two to three words.
Following Blige naming her album, the release date should be set. The past three albums have experienced several pushbacks, which resulted in two out of three albums being released in December – either the week before or the week of Christmas. It could appear that she’s attempting to collect the same sales as 2005’s “The Breakthrough,” using holiday sales as a cushion to help sell her record.
Nonetheless, she needs to divert from releasing an album during the months of November and December, and push for different months throughout the year. Once the date has been chosen, Blige and her team need to stick with it. While she may want a successful single before the release of the album, it doesn’t happen like that for everyone anymore. She or no other artist should rely on a lead single to sell an entire album. The single is only to build anticipation for what’s next. It’s the singers and their labels responsibility to make sure everyone knows his or her album is coming out soon — not the lead single.
Since the subject of singles has popped up, let’s discuss it. Choosing singles shouldn’t be a hard decision. However, the lead single should be selected once the album is completely finished. There should be no adding new features because an artist that’s hot right now is dropping his or her album the following month. If she and her team are truly sold on the music that they’ve created from scratch, the single choices should be selected during the recording process. However if not, she should go with her gut and settle on a record that feels right for her and not the label. While the label treats Blige as a product, they should at least have a level of trust behind an artist who’s helped carry their label for years.
Along with choosing the lead single, Blige and her team should decide on second and third single as well. For the last two albums, the struggle has been real for the “Ooh!” songstress. The last three albums have failed to have one successful follow-up single that has received the amount of backing as its lead. This all ties back into going with their gut versus second guessing themselves because they want the same or better success than the previous single.
Also, sending each single to all radio formats in a timely manner will be a major factor in success of any single they choose. Her team has been notorious the last three albums with not sending the singles to all radio formats: pop, rhythmic, urban and urban adult contemporary.
For example, “Don’t Mind” the final single off “My Life II…” was only sent to urban ac radio in June 2012. It was never sent to pop or rhythmic radio stations, but it did manage to get sent to some urban stations. However, it was months after the song peaked on the urban ac radio chart. The song peaked at No. 3 on Billboard’s Adult R&B Songs chart and No. 22 on the Billboard’s R&B/Hip-Hop Songs chart with only the support of that one radio format. The Jerry Wonda-produced track could have potentially risen higher on the Billboard charts if it was sent to all radio markets. Again, this goes back to going with their gut and not waiting for it to take off and peak on one radio format before sending it to another.
Once she has named the album, set an official release date and lined up the lead and the two follow-up singles, Blige and her team need to map out their promotional campaign. The promotional trek should not overlook any platforms that will help spread awareness about the new album.
Though, that wasn’t the case with her tenth studio release. While Blige did usher in a performance of “Mr. Wrong,” on “Chelsea Lately” in 2011, she turned a blind eye to other late night shows such as “Late Show with David Letterman,” “Jimmy Kimmel Live,” among others. The reason remains a mystery.
However, with “The Arsenio Hall Show” and “Watch What Happens Live” becoming new outlets for late night viewers to see and hear about their favorite entertainers, it’s best that she covers all basis for the next album.
Daytime television shows such as “The Ellen DeGeneres Show,” “The View,” “The Talk,” “Live with Kelly & Michael,” “The Queen Latifah Show” and even “The Wendy Williams Show” should be present on the promotional itinerary.
Aside from television, radio serves as an huge median to promote an album or other projects. With that being said, Blige shouldn’t limit herself to just Hot 97’s “Angie Martinez” and ignore morning shows like Power 105. 1’s “The Breakfast Club,” and Hot 97’s “The Morning Show.” Even though those shows can ask hard-hitting questions, Blige has dealt with much more in her music career to miss an hour to market her new music to an audience who may or may not know she has a project out.
So whether it be television appearances, radio visits or even print and online publications, all promotional avenues should be explored to collect the maximum exposure for her new music.
Now as Blige eyes nearly three years since releasing a newly recorded project, she’s keeps herself busy by making some unusual appearances on other artist’s records.
Earlier this year, she shocked the music universe when she hopped on the remix to UK duo Disclosure’s “F For You.” This month, she’s expected to lend her voice to Michael Jackson’s and Mariah Carey’s new album. These surprising appearances leave fans wondering what musical approach the “Family Affair” artist will take with her own project.
Only time will tell as fans wait patiently at the edge of their beds with a box of tissue for the next heartbreak anthem. The word on the street is that she’s working quietly with producer Eric Hudson. With their joint love for soul music, fans can only cross their fingers and hope that she gives him full creative control to bring back the classic sound once adored by her fans and not the mediocrity she has delivered as of late.
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– Follow Antwane on Twitter @9thwonderofPR.