Singling Out Future Hits
Over the past decade, Swizz Beatz has evolved into one of the most innovative and influential music producers in the music industry. After having concocted a number of hits with the likes of Beyoncé, Jay-Z, Kanye West, and others, his clout has grown to the point where he now represents a benchmark for trends in the music industry. “Everyday Birthday,” Beatz’s newest track, may signal that the winds are blowing in a new direction in the music industry: away from full LPs and toward singles. The single, and its pricey Hangover-inspired music video shot in Cannes, France, have been released independently from any studio album.
“I don’t want to force an album down anyone’s throat,” Swizz Beatz declared in an interview.
What’s more, the stand-alone single features Ludacris and Chris Brown, two hugely successful and influential artists. They also partnered up to shoot a $1 million video in the French Riviera, which will become available for purchase on Apple’s iTunes on November 13th. The video was funded in part by product placement from Addidas AG’s Reebok, with whom Beatz works as vice president of sports style marketing, design, and brand music development.
From a creative point of view, this method offers more flexibility and reactivity to an ever voracious and demanding fan base. “Because I’m a producer and more of a maestro, picking a moment and releasing one track works better for me,” Swizz Beatz said. Financial backers may also prefer a method of financing small projects as this exposes less of their capital and allows for more hedging.
It may be too soon to tell whether this type of autonomous single signifies a turning point in the way the music industry produces hits in an era of playlists and .99¢ downloadable single songs. In any event, it is a rising trend that heavy-hitters seem to be buying into and that players in the music world need to be aware of.
Here is a link to the video: http://www.myspace.com/whats-hot/2012/11/6/watch-swizz-beatz-unveils-video-for-everyday-birthday-featuring-chris-brown-and-ludacris