In the face of the hype created around singles in the internet age, good album rollouts serve to reinstate the idea of an album release being a significant exciting event that has not lost meaning.
By Frank Njugi
Albums (or Long Plays, LPs) and Extended Plays (EPs) are well-known gateways to exploring the artistic depths of a musician. These compilations of distinctive tracks may or may not carry a larger collective meaning beyond their individual significance. For an artiste, whether self-proclaimed or otherwise, releasing such a compilation plays a crucial role in shaping their brand and the identity they wish to convey to the world. The release of an album or EP often reflects a genuine desire to foster a deep connection between the artiste and their fans.
For albums, both pre-release and post-release strategies are employed to build anticipation and sustain audience engagement with the project for as long as possible. These strategies are part of a progressive phase in the album creation process known as the “Album Rollout”.
During this stage, artistes employ a variety of tactics. These can include releasing a few singles prior to the album’s release, sharing teasers and trailers that provide glimpses into the album’s themes, visuals, or soundscapes, and offering behind-the-scenes content that showcases the album-making process. These comprehensive strategies are crucial for ensuring that an album’s release is memorable and impactful, ultimately influencing its reception.
In East Africa, a long-standing debate centres on whether artistes in the region are neglecting the crucial stage of album rollout. This issue has become more pronounced in the streaming era, where album-rollout periods have shortened significantly due to shorter consumer attention spans, accelerated news cycles driven by social media, and fewer barriers to reaching audiences.
While there have been notable exceptions, such as Grammy Award-winning musician Bien, whose rollout for his debut album, Alusa Why Are You Topless?, has been praised by music connoisseurs and fans alike, this once-prioritised process seems to have been overlooked by many artistes in the region.
Bien stands out as an exception. For his pre-album rollout, he first unveiled the playful artwork for the album, giving a glimpse into his goofy nature and setting the tone for the album’s release. Then, 10 days before the official release, he hosted a listening party, providing fans and industry insiders with an exclusive opportunity to hear the entire album ahead of its public debut.
For the post-album rollout, Bien embarked on a tour across Europe and Australia, supported by East Africa’s rising stars—Kenya’s Xenia Manasseh and Uganda’s Joshua Baraka. Following the tour, he released a deluxe edition of the album, which helped keep the project at number one in East Africa, where it had been charting for months. These strategic efforts culminated in the album receiving significant acclaim, marking a successful debut outside of Sauti Sol. This highlights how a well-executed rollout can significantly contribute to the lasting impact and legacy of an album.
East African artistes, in terms of neglecting the album rollout process, appear to be at odds with their West African counterparts. Artistes within the Afrobeats movement have recently demonstrated exemplary rollout strategies, highlighting a notable contrast in approach between the two regions.
A prime example is Nigerian singer-songwriter Ayra Starr’s rollout for her 2024 sophomore album, The Year I Turned 21. Ahead of its release on 31 May 2024, Ayra engaged in interviews with prominent cultural platforms like Variety and Billboard, where she delved into the influences behind the album’s concept, offering fans a preview of what to expect. Additionally, she utilised creative advertising placements, with the album featured on unconventional platforms such as the food delivery app, Chowdeck.
By announcing her sophomore album through mediums where many young people are active—such as food delivery apps and entertainment news platforms—Ayra Starr not only generated anticipation but also drove significant streaming numbers upon release. This approach demonstrates how a well-executed rollout strategy can significantly enhance the impact and reception of a project.
Another recent release comes from South African singer and songwriter Tyla. The Grammy award-winning artiste from Johannesburg dropped her self-titled debut album on 22 March 2024. Leading up to the album’s release, she set the stage by sharing four singles—“Truth Or Dare”, “Butterflies”, “On And On”, and the viral hit “Water.” She also released a remix of “Water” featuring American rapper Travis Scott. In an interview with Elle, Tyla hinted at a potential tour later in the year as part of her post-album rollout strategy.
Tyla’s album propelled her deeper into stardom, and a significant part of its success can be attributed to the meticulously planned rollout. From the carefully chosen singles to the music videos and interviews across various platforms, every element was designed to build anticipation. By creating a multi-faceted experience around the album’s release, Tyla engaged fans in a way that went beyond just listening to the album. This approach allowed listeners to immerse themselves in the world of Tyla through her titular album, setting her project apart from others on the continent.
In recent times, some established artistes have embraced an unconventional rollout strategy by recording and releasing albums with remarkable speed, bypassing traditional promotional cycles. These surprise releases catch the general public—and even industry insiders—off guard, as the albums are launched without prior announcement or buildup.
These artistes leverage the element of surprise, triggering a strong psychological reaction that compels their loyal fanbase to pay immediate attention. This strategy not only boosts streaming numbers but also sparks widespread discussion about the unexpected release. Notable African artistes employing this approach include Nigerian alternative singer-songwriter Odunsi the Engine with his EP Sport, Nigerian rapper A-Q with his surprise 2024 album, Purple Doesn’t Exist, and Kenyan rapper Maandy with her early 2024 release, Dem Mauru.
While releasing a brand-new album with minimal promotion or fanfare carries risks, it can also bring delight to loyal fans and create a lasting impact. An unexpected project can generate significant buzz and engagement. After all, an album rollout is a marketing art form in itself, and surprise can be as effective as traditional guerrilla marketing tactics.
In the modern, highly competitive music industry, mainstream artistes also embark on radical and eccentric marketing tactics, such as dissing their peers and generating controversy to try and feed off this to release projects. This can also be a highly effective way to generate buzz and pique the interest of those in the industry, as when people hear that you are crossing lines, they will be intrigued and curious about what you’re saying, resulting in more people checking out your music and attending your rollout shows, if you have any scheduled.
A prime example of an African artiste who uses disses and controversy as a way of standing out and making a statement that captures people’s attention before releasing music is Kenyan rapper Khaligraph Jones. In 2020, he engaged in a heated battle that involved several diss tracks with Nigerian rapper Blaqbonez. This battle resulted in the East African artiste becoming known in West Africa, as he went head-to-head with one of their own, and the reputation established was used to promote the album he released later, Invincible Currency.
But while initiating such controversies can make you stand out and be an effective way to differentiate your prowess from other artistes in your genre, the risk exists that it may also harm your reputation or alienate your audience. Backlash or negative reception to this approach may arise, which could damage the perception of your upcoming project, resulting in your album rollout failing.
In the face of the hype created around singles in the internet age, a strategic album rollout serves to reinstate the idea of an album release being a significant exciting event that has not lost meaning. While some artistes may falter by relying too much on elaborate stunts or surprise drops without a solid fan base, it’s crucial for every artiste to actively engage their audience and build anticipation for their projects. A well-planned album rollout not only creates buzz but can also greatly enhance the reception of an album, proving that thoughtful marketing remains key to a successful release.
Frank Njugi is a Kenyan Writer, Culture journalist and Critic who has written on the East African and African culture scene for platforms such as Debunk Media, Republic Journal, Sinema Focus, Culture Africa, The Elephant,Wakilisha Africa, The Moveee, Africa in Dialogue, Afrocritik and others. He tweets as @franknjugi.