Well, perhaps the new James Blake album ‘The Colour in Anything’ isn’t such a surprise, given the billboard ads that popped up in certain cities this past week.
But yes, Blake’s new long-player went live at midnight on digital services. The main promotion came four hours before: three tracks were made available on digital services at 8pm UK-time to whet fans’ appetites.
An interesting twist: Spotify used the three-track drop to test its artist-marketing features, emailing Blake’s top listeners on its service to let them know.
“You’re one of James Blake’s biggest fans on Spotify, so we’re letting you in on a secret. Tonight at midnight, James is releasing a surprise new album, The Colour in Anything. And you can play three tracks from it right now…”
In recent times, Spotify has dialled the number of emails it sends out to users right down, while testing these kinds of targeted campaigns for ‘superfans’ – usually for tickets.
This is one of the first ones we’ve seen trying to drive listening to new music though.