In the digital age, all it takes is a social media post, seemingly cryptic message, or a single word in an interview to send fans into a frenzy of speculation and anticipation about a new release. This excitement is often heightened when an artist has been off the radar for a while.
That said, when the promised or hinted-at new work fails to materialise, this buzz can quickly turn into frustration. Fans can feel misled or disappointed, especially if teases happen too regularly.
This sour mood is only further amplified by fans expressing their feelings on social media. All you have to do is look at Rihanna’s Instagram comment section to know that The Navy is starving for an album – rebuking new lip gloss, foundation, and haircare formulas.
A continued cycle of acting coy and delaying releases can understandably create a sense of emotional exhaustion among fans, who may begin to feel taken for granted. Still, whether fans truly have a right to feel this way remains difficult to answer.
On one hand, fans invest time, money, and energy into supporting an artist. Looking at it from this angle, it’s arguable that fans have a reasonable expectation that artists will follow through on what they promise.
On the other hand, the creative process is inherently unpredictable. Artists aren’t machines that can churn out excellent content on demand – they need time to develop ideas, refine their work, and ensure that what they release is something they are proud of. Once it’s out, it’s impossible to take back.
Material put out under pressure can lead to subpar work, which ultimately does a disservice to both the artist’s legacy and the fanbases that admire them. From this perspective, fans should check their expectations and allow artists the space they need to create.
All of this goes without saying that most musicians do not make the majority of their income from music streams or album sales any more. It’s worth considering that this might’ve taken the urgency out of putting out new releases.
Reports suggest artists make between $0.003 and $0.005 per stream on Spotify, which isn’t anywhere near enough to keep up with the lavish celebrity lifestyles we’re accustomed to seeing – even when an artist gets millions of streams.
Without launching their own products or becoming sponsors for existing companies in beauty, fashion, or fragrance, musicians mainly rely on tours and live shows to make money. This important fact seems to have forced artists to diversify their portfolios to become business moguls.
To do so, artists need to have a recognisable and unique brand. From the get-go, attracting a large online following and building marketability until they are well-known enough to launch their own lines appears to be a key focuses of musicians today.
The blueprint has already been set out for new stars, they just have to follow it.
Rihanna, for example, has been building her FENTY empire for almost a decade.
Tyler, the Creator launched his own brand GOLF le FLEUR and has since collaborated with Louis Vuitton to design a season collection.
SZA has modelled for SKIMS, Fenty Beauty, and Calvin Klein, but has yet to put out her own branded products just yet. But Selena Gomez, Ariana Grande, J.Lo, and Beyoncé are all united in balancing their music careers alongside other business ventures.
So, while fans have a right to feel disappointed when new work is delayed, it is important to remember that the creative process cannot be rushed – because they might not even be the priority anymore.
The truth is, modern-day artists have a lot more being asked of them than they ever have.
With that knowledge, maybe we can relisten to ANTI and Blonde for the seven thousandth time with a newfound appreciation.
In the meantime, artists can play their part in easing fan’s impatience by being mindful of the expectations they set for their fans and communicating openly about the process (and challenges) they face.
By pulling the curtain back on the industry and giving a behind the scenes look at the creative journey, fans can better appreciate the time and effort that goes into new work, generating a renewed sense of understanding.
At the end of the day, we might have a right to feel disappointed in slow-moving artists, but it’s important to remember that good things come to those who wait.
With that attitude instilled, what’s another 365 days for R9? I’ll just buy another lip gloss to ease the pain.
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