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- #WHAT GENRE IS THE DLOW SHUFFLE PART 1 BY DLOW HOW TO#
- #WHAT GENRE IS THE DLOW SHUFFLE PART 1 BY DLOW FULL VERSION#
If it merits something unconventional, you figure out how to do it. You need to understand what they're trying to say. Waldorf: A lot of that starts with the artist. How do you think this approach could work for other artists? The record's out-it doesn't mean anybody's job is anywhere near done. My hope is there's another 12 to 18 months of inflection points and reasons to continue to remind fans of the record bring new people in.
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So much of this is about what comes next. That long runway of building interest helped us drive a lot of physical preorders. Waldorf: The had press rolling at the right moments. We wanted to make sure the second project could have its own moment as well, which ended up being accomplished. the second project? How are we thinking about singles? Are we releasing singles from both projects? How are we looking at sync?’Ĭarter: We wanted to make sure, because there was so much excitement around Moses coming back with this first project, that the second didn't feel like an afterthought, that press didn't cover it, or it didn't get the placement it needed with DSP partners. ‘What did we do around the first album vs. There were a lot of logistics we thought through in terms of being able to explain it clearly to partners, just being crystal clear on how it's going to work from delivery to announcement to press releases to reviews and interviews. We had to adjust a couple of times because of that.Ĭarter: People were trying to figure out the logistics: ‘How do you explain this to ? How do these two bodies of work merge together? How do you explain it to press from a review standpoint? Do you get them to embargo so they review on the second release? Are they experiencing it as one?’ Waldorf: There was a global pandemic between the first and second parts. You're not finding passive listeners buying these. When people show up to buy vinyl, those are fans who want a piece of the artist in a very specific way.
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How does the physical version fit into the plan?Ĭarter: The physical version is for the superfan. So, to be able to get that second bite at the apple, to take the same music and recontextualize it, we're thinking about content and albums as a living, breathing thing. You can't assume that the people that know it's out are actually gonna listen to it. What advantages do you see from a marketing perspective?Ĭarter: Understanding from an analytic standpoint what consumption looks like, you can't assume that all your fans even know that it's out. Ultimately, the consumer is the one that controls it. My guess is listeners cherry-pick songs and put them in playlists with other records, or listen on shuffle, or cherry-pick the main singles off the album then combine that with some other Moses songs from a previous project. But that flow is in the listeners' hands. To marry it to Part 2 makes it even better. If we only released Part 1, it would have been a great body of work. How do you think this release method affects listeners’ experience?Ĭarter: He made it so it flows well both ways. At the same time, he was challenging himself and his label to find a way of presenting it that made sense for the body of work. It asks a lot of a listener and it's incredibly rewarding when you delve into it. Even superfans aren't listening to whole albums from front to back, so when you make this epic piece of work with that many songs on it, you don't want to take the listener for granted in terms of their ability to digest. It's a very smart approach when you look at consumption through streaming. The idea was, “Can I break this in two to be able to give people moments with the record? Let's give people this moment now, give them a little breathing room, and then let's serve them this side of the record.” Then, as the work grew, he wanted people to be able to spend time with it. Troy Carter: Moses thought of it as one body of work. Spotify for Artists: How did the idea to segment the release of græ originate? We talked to Troy Carter from Sumney's management team and Phil Waldorf, the co-founder of Secretly Group, which includes Sumney's label, Jagjaguwar, about what it meant to think outside the box for græ's rollout and how tweaking the traditional release model can benefit artists.
#WHAT GENRE IS THE DLOW SHUFFLE PART 1 BY DLOW FULL VERSION#
The 20-track, 66-minute work arrived digitally in two parts: the first half in February and the rest in May, at which point the full version was released on vinyl and CD. Besides being even more musically adventurous, with lushly orchestrated epics, intimate acoustic pieces, and guests like Thundercat and Jill Scott, græ challenges the very notion of how an album is unveiled. The singer, songwriter, and multi-instrumentalist subverted genre conventions with his eclectic approach to that recording, but the follow-up, græ, goes a step further. In 2017, artist Moses Sumney garnered widespread acclaim with his full-length debut, Aromanticism.