Juliana Alexandra
In the music world, it’s common for artists to release a single from their upcoming album as a taste of what to expect. But Billie Eilish has always done things her way. This time, she decided not to release a new single in the lead-up to her new album, Hit Me Hard and Soft (2024).
From initially releasing her 2016 viral hit ‘Ocean Eyes’ on the music streaming site Soundcloud in 2015 to writing and recording her record-breaking debut album, When We All Fall Asleep, Where Do We Go? (2019) In her childhood bedroom, Billie Eilish has never been shy about going against industry norms. And it seems to be working well for the two-time Oscar winner.
With her third studio album, Hit Me Hard and Soft, she intentionally chose not to release a single before launching the album. “I wanna give it to you all at once,” she wrote on Instagram last month.
@billieeilishhome HIT ME HARD AND SOFT (SPED UP) & (SLOWED + REVERB) available ONLY today on Billie’s webstore until 9pm PT.
Billie’s Thoughts on The Album
Eilish expressed her excitement about the album on Instagram. She emphasised that she wanted fans to have an immersive experience listening to the album all at once rather than forming opinions of individual tracks. Speaking with Rolling Stone about her different approach this time, she said: “I don’t like singles from albums. Every single time an artist I love puts out a single without the context of the album, I’m just already prone to hating on it. I really don’t like when things are out of context.”
“This album is like a family: I don’t want one little kid to be in the middle of the room alone,” she continued.
An against-the-grain approach
This approach differs from the usual order of an artist’s release. On one hand, it allows the album to be appreciated in its entirety, with each song having its own narrative and emotional arc. It invites listeners to immerse themselves in the album’s journey without being influenced by the hype or familiarity of a pre-released single. This open-mindedness can lead to a more unbiased connection with the music, as listeners absorb the whole album and discover each track one after the other.
“Releasing a single before the album can generate anticipation and buzz surrounding its release”
On the other hand, releasing a single before the album can generate anticipation and buzz surrounding its release. Singles often serve as promotional tools, gathering excitement and drawing in new listeners who may not be familiar with the artist’s previous work. Without a teaser, some fans might feel less invested.
Positive Fan Reactions
Whether this approach resonates with fans or not, it is a bold and refreshing move in an era where the success of individual hits often determines an artist’s value. Eilish’s dedication to her artistic integrity is commendable, and it will be fascinating to see how this decision impacts how people view the album in an ever-evolving music landscape.
“Could this be the start of a new tradition in the music industry?”
After its release, her decision proved to be the right one. Fans are begging to hear Hit Me Hard And Soft live, as seen with fans’ reactions after the singer’s listening parties at Brooklyn’s Barclays Centre and Los Angeles’s Kia Forum. Could this be the start of a new tradition in the music industry?
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Featured image courtesy of Cezar Sampaio on Unsplash. No changes were made to this image. Image licence found here.
Juli1iana
Hey, I’m Juliana Zammit – a 19-year-old bachelor student studying journalism. With a passion for writing since a young age, storytelling was always an art to me. Through time, I’ve developed an interest in learning new things and research. I also studied photography for two years where a new perspective was opened for me which turns the ordinary into something greater. I hope to be able to narrate the different stories waiting to be unfolded through ink and images.