Amy MacDonald: L.A.
Newton Faulkner: All I Got
These 2 singles, taken together, represent a very interesting stage in the marketing of a newly successful artist and must pose the record companies with tactical dilemmas when issuing cuts from an album for radio play and single release.
Now I have in the last few months reviewed both the albums and the previous singles issued therefrom by these artists. My reviews for the albums and the singles were I believe very positive and encouraged record buyers to consider purchasing them. Both artists have scored well in terms of hit records subsequently [although I am sure none of the credit is due to my reviews!].
So what do the record companies do next. Take the next best tracks from the albums for the next single releases? It seems not in either case here. I feel they have gone for slightly lesser quality songs for follow up hits perhaps with the philosophy that to maximise the impact of the records they need to keep the ball rolling as long as possible. Strike while the iron’s hot – release as many singles as you can – a lesser product while the album and big hit single are still simmering is OK because we can follow up with a stronger one quite quickly if need be – this strategy can be maintained probably until Christmas when maximum sales can be expected. Very clever and pretty effective too I should think.
Now I’m not suggesting that either of these singles is a dud – by no means so - they're both very respectable records. But I do feel there were probably more obvious choices on both albums as follow up singles. The record companies are playing it canny in order to maintain interest in Amy & Newton as long as possible. So my prediction is that these will both fair well in terms of radio play thus keeping the artists’ names in the public ear but I believe neither record will sell as well as their predecessors. In all likelihood there will be a release of the next best songs on single as we approach the Festive Season and the sales of the LPs will thus be maintained giving huge overall sales by the end of the year.
Now is it me who’s being cynical? ….Or someone else?