As an aspiring artist manager the matter of planning an album release party is a very real and relevant topic. Album release parties are always a celebration for the artists and those who aided in the overall production of the album, but they also serve as a useful marketing tool for promoting the album. For those artists who are already established and have the finances themselves or the financial backing of a major label that can provide promotional and marketing teams, album release parties may be viewed as just another party. Nikki Minaj was denied entry to her own album release party because the club had reached capacity by the time her and her entourage showed up at 3:30 a.m.3 Had the party been used for marketing I’m sure she would have tried to be there much earlier, at least I’d like to think so. For an up-and-coming artist, the album release party is definitely a source for marketing their music, therefore, the outcome of the party is vital. Unfortunately as parties go, there can always be factors not planned for such as tragic shooting of seven people at the album release party of Nino, Lil’ Mouse, and King Samson in Chicago.4 The most innovative marketing tactic in music history was pulled off by none other than Beyonce when she released her self titled fifth album on December 13, 2013; No album release party, no commercials, no promotions of any kind just the one word announcement “Surprise!” posted on Instagram. Through this new marketing technique of keeping the secret “in the bag”, once released the secret spread like wildfire and within hours sales of the album showed proof of such. Beyonce Knowles proved that party or no party, if you have acquired the fan base the music will sell itself.
3. International Business, T. (2012, November 23). Nicki Minaj Denied Entry To Own Album Release Party. International Business Times.
4. International Business, T. (2013, March 21). 7 Shot In Chicago Club After Fight Breaks Out During Album Release Party. International Business Times.
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