A question: if you haven’t released an album for a few years, if it’s likely to be a big deal for fans, and if it’s finished, why announce it a couple of months before release rather than going the Beyoncé or My Bloody Valentine route? 

That may be a question being asked by the team around Bjork: her new album ‘Vulnicura’ has leaked just days after she announced that it would be released in March. We’d never suggest that the threat of piracy should be the boss of an artist or label’s release schedule, but with a number of established channels now for instant releases – from iTunes for high-profile albums like Bjork’s to Bandcamp for the work of emerging artists – there’s a debate to be had about turning the traditional marketing structure on its head: release first for the hardcore fans, THEN kick the marketing into gear for everyone else, with the novelty value of a surprise release still a good launchpad for those campaigns.

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