Heard Drake’s new More Life project yet? Although not quite as hot as Ed Sheeran’s ÷ album, it’s melting Spotify all over the world. Music Industry Blog takes this look at how Drake is changing the way we look at streaming.
Released over the weekend after much delay, Drake’s More Life project is setting records across the board on streaming platforms. The Canadian artist described More Life as ‘a body of work bridging the gap between major releases’ and positioned the release as neither a mixtape nor an album, but rather ‘a playlist’. This, however, did not stop the release claiming Ed Sheeran broke the record for the best one-day streams for any artist: 76,355,041, compared with Sheeran’s total of 68,695,172 following the release ofDivide.
It would be interesting to know just what Drake defines as a ‘gap’. He has released no less than four singles a year as well as four albums and three mixtapes since his breakthrough in 2009. Two of these mixtapes were in 2015 alone, followed in 2016 by his latest album, Views. The traditional album release cycle does not seem to exist in Drake’s universe. In the era of the always-on fan who can access an artist at any time – his endless releases consistently keep him in the public consciousness.