The Art of January Releases

Malkmus and Jicks

It’s March and SXSW is wrap­ping up in Austin, which is the kick­off to the spring push in the music indus­try. What am I still pay­ing atten­tion, too? The lat­est Jicks record, Wig Out at Jag­bags. What else? The Against Me! album, Trans­gen­der Dys­pho­ria Blues.

Why? The answer is sim­ple. Both are Jan­u­ary releas­es. Jan­u­ary is a great month for media Mon­ey­ball. The owned the media cycle for a qui­et month and noth­ing real­ly rose to dethrone them in Feb­ru­ary, at least from a cov­er­age per­spec­tive in the social streams I fol­low. Will these albums be over­looked or giv­en short shrift come year end? Sure, but who cares? How much are year end lists worth in 2014 any­how? (Could be a lot; tell me if I’m wrong.)

Jan­u­ary is the per­fect month to release an album. Ever since LCD Soundsys­tem released their debut in Jan­u­ary 2005, I’ve asked why more bands don’t do this. Break away from the March and Octo­ber cycle, make as much noise as pos­si­ble and then tour if you can. This is espe­cial­ly genius with a “lega­cy” artist like Malk­mus, who has a pret­ty well-defined fan base. Maybe this bought him some addi­tion­al expo­sure. Jan­u­ary offers more “run­way” for an artist than the com­mer­cial claus­tro­pho­bia of March.

But why is it so smart to push an album before March rolls around?

A few rea­sons:

  • Crit­ics are just like us! They make res­o­lu­tions! Things like “I will lis­ten to more music this year.” Put out an album in Jan­u­ary and you’re the sole ben­e­fi­cia­ry.
  • There is no oth­er news. I must’ve read 4 or more fan­tas­tic, gen­er­ous inter­views with Malk­mus and prob­a­bly twice as many with Against Me!‘s Lau­ra Jane Grace.
  • Release an album in Jan­u­ary and you get expan­sive “nar­ra­tive space.” Malkmus’s sto­ry is nowhere near as grip­ping as Lau­ra Jane Grace’s, yet the nar­ra­tive that he’s been with the Jicks longer than Pave­ment shone through and the cov­er­age human­ized him unlike ever before. The inter­play with his kids’ lis­ten­ing habits was fan­tas­tic and the image of him singing to Avicii in a mini­van amazed me.

If you still think release dates are mean­ing­ful inas­much as it allows you to pre­pare for a news cycle, break free of the old meth­ods. To apply some busi­ness speak from Havard Busi­ness Review, adopt a blue ocean strat­e­gy and get your client out there in the open. To bring it back to Bil­ly Beane, find the mar­ket inef­fi­cien­cy and take advan­tage.


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