The music world was taken aback when Beyonce released her new album exclusively to iTunes without any prior marketing. Despite this, her album sold extraordinarily well with over 500,000 copies purchased in a few short weeks. The album was by no means conventional. While it did have the normal elements we have all come to expect from an album (i.e music), it was supplemented by photos and videos to enhance the experience.
Many argue that the lack of prior hype and the enhanced experience of the album through the addition of visual media was pivotal in the album achieving financial success. The lack of prior advertising helped minimise the chances of the album being leaked to the public; the enhanced experience, which could not be immediately duplicated through piracy, gave further incentive for the consumers to purchase the album rather than acquiring it through unsavory means.
The overall impact of this album on the music industry remains to be seen. However, from the success it has garnered so far I would guess that this new method will be adapted by more artists in the future.
Source:
Surprise! Beyoncé drops new album as iTunes exclusive to beat piracy
