Why Adele isn’t streaming her new album on Spotify

21 Nov 2015 | Author: | No comments yet »

Adele goes undercover, pranks fans.

(Bloomberg) — By restricting her new album “25” from streaming services Apple Music and Spotify, Adele is playing to her greatest strength: wide appeal.As well as performing and chatting with Graham Norton during the TV special, she filmed a comedy sketch, donning a prosthetic chin and nose to subtly alter her appearance for the audition.Surprisingly, none of the contestants recognised her — thanks to her make-up artist who gave her catty eyes, a fake long nose, a protruding chin, and thin lips to conceal her true identity.The clip, which can be seen below, was filmed as part of a BBC music special which aired on TV last night (November 20) and was hosted by Graham Norton.

The British singer is the rare artist whose allure spans demographic groups, from teenagers on YouTube and Spotify to adults who visit record stores or frequent iTunes. Throughout the performances, the singer played along backstage with the other ‘Adeles’, trying her best to be un-Adele-like, and they fell for it… till she took her turn and sang on stage. Music executives liken her to a four-quadrant movie, the lingo for blockbusters like “The Avengers” and “Jurassic World” that draw in young and old, men and women.

They were joined by “Jenny” as they waited backstage for their audition, with the Grammy-winning singer reinventing herself as a part-time nanny with a “calm and slow” voice. She then lines up alongside the rest of the lookalikes in a sing-off, chatting to them behind the scenes. “I can’t wait for 25!” one of women says as the real Adele replies, “She’s taking her time.” “I’d like to see you say that to her face,” another one adds, unaware of who she is talking to. Adele and Sony Corp.’s music division are betting customers of all ages will want her album so much that they’ll show up at record stores and on iTunes to buy a copy in bigger numbers than ever before. First-week projections for “25” range as high as 2.5 million units, which would be the biggest opening since Nielsen began tracking album sales in 1991. It’s $10.99 for a pre-order on Apple Inc.’s iTunes. “Adele is a one in a million artist and she is fully driving her own career and fan base,” said Vickie Nauman, a Los Angeles-based media consultant who’s worked with Sony Music and Beggars Group, which includes Adele’s label, XL Recordings.

In the message posted online, Adele said she was “grateful to be able to even put another record out” and added the promoting the album around the world in recent weeks has “literally taken my breath away.” See the full message below: “This feels like such a long time coming, my new album is finally out. When she started to be nervous I was confused as she said she’d been an impersonator for four years so I thought ‘come on love, you shouldn’t be nervous.’ I also thought she was a rubbish impersonator as when have you ever seen Adele wear gloves?” Adele impersonator Katie Markham said: “As soon as the first words were sung I knew it was her.

Taylor Swift did the same thing last year with “1989,” though she did allow the album to stream on Apple Music after the service’s debut. “We love and respect Adele, as do her 24 million fans on Spotify,” Spotify said Thursday in an e-mailed statement. “We hope that she will give those fans the opportunity to enjoy ‘25’ on Spotify alongside ‘19’ and ‘21’ very soon.” Web-radio pioneer Pandora Media Inc., which operates under different rules than its streaming rivals, will have access to the album and offer it to its customers within a few days. Swift scored the biggest week of sales in 12 years with “1989.” Unlike Swift, who is most popular among younger listeners, Adele receives a big boost from older consumers. In the first half of 2015, online streaming grew to 32 percent of all music sales in the U.S., making up for shrinking purchases of CDs and digital singles, according to a report from the Recording Industry Association of America.

The album’s hit single “Hello,” which is available on Spotify, is already near the top of the charts, and the video for the song was viewed more than 400 million times on YouTube in less than a month. “It is so primed for a successful debut, you don’t want to play games” said Ted Cohen, managing director of TAG Strategic, a digital entertainment consultant whose clients include Sony/ATV Music Publishing. “Someone will say, ‘We’re not streaming the record; you have to buy it,’ and it’ll p— a lot of fans off. I don’t think anyone has shown you sell more physical copies because you kept it off a service.” The growth of streaming services hasn’t stopped the world’s most popular artists from spurning them when releasing new albums.

Fans of Beyonce and Adele can always stream albums later, once the sales have slowed. “Increasingly many artists are releasing music in cadences, so that they can get the most financially out of their new material,” said Nauman, the consultant. “I imagine Adele will continue to have hard core fans who will buy the CD and she stands to make much more from that.”

Here you can write a commentary on the recording "Why Adele isn’t streaming her new album on Spotify".

* Required fields
Twitter-news
Our partners
Follow us
Contact us
Our contacts

About this site