stayc main image

The Weight Behind the Power of Aretha Franklin's "Respect"

February 24, 2024

‍In the annals of music history, songs that have sparked as much cultural resonance and transformation as Aretha Franklin's rendition of "Respect" are unique to say the least. Originally written....

Read more
stayc main image

IU's "The Winning" and H.E.R. 2024 World Tour

February 24, 2024

IU, South Korea's beloved singer-songwriter and actress, has once again captivated the hearts of fans worldwide with the release of her sixth mini-album, "The Winning."

Read more
stayc main image

The 2024 Oscar Best Original Score Nominees: A Symphony of Talent and Legacy

February 21, 2024

The race for the Best Original Score at the 96th Academy Awards is diverse and compelling to say the least. This year's nominees have painted aural landscapes that are integral to the success of....

Read more
stayc main image

Mariah Carey Masterclass Review: Vocal Production

February 19, 2024

The Mariah Carey Masterclass, aptly titled "The Voice as an Instrument," promises an intimate look into the artistry behind the iconic singer and songwriter's success. Mariah Carey begins the class...

Read more
stayc main image

Shakira Unveils 'Las Mujeres Ya No Lloran': A Beacon of Empowerment and Personal Rebirth

February 16, 2024

In an era where the global music landscape continually evolves, few artists have managed to redefine their musical and personal journey as profoundly as Shakira. With the announcement of her...

Read more
stayc main image

The Impact of Spotify's New Royalties Model on Music Creators

February 12, 2024

Spotify's upcoming overhaul of its royalties model marks a significant shift in the way the streaming giant compensates artists, aiming to funnel more earnings towards more popular artists, labels...

Read more
stayc main image

How Tracy Chapman Wrote Fast Car

February 9, 2024

Tracy Chapman's "Fast Car" is not just a song; it's a cultural phenomenon that transcends its initial release. Its ascent to global acclaim was catalyzed by a pivotal moment: Nelson Mandela's 70th...

Read more
stayc main image

How Tyla's "Water" is Making a Splash in the U.S. African Music Craze

January 29, 2024

‍The U.S. music scene has been captivated by the African music craze, and at the forefront is Tyla, a young South African singer whose song "Water" has taken the world by storm...

Read more
stayc main image

Understanding Music Publishing for Music Creators

January 28, 2024

Understanding music publishing is crucial for artists looking to make their music a viable long-term career. This comprehensive guide explores the intricacies of music publishing and how it can...

Read more
stayc main image

Maximize Your Music Royalty Earnings With Songtrust

January 28, 2024

Navigating the world of music royalties can be daunting, especially for independent artists and newcomers. Songtrust has emerged as a popular solution, favored by a range of artists from beginners...

Read more
stayc main image

Rick Rubin's Tips for Creative Growth

January 27, 2024

Rick Rubin, a legendary music producer, is known not just for his exceptional work in the music industry but also for his profound insights into creativity and personal growth...

Read more
stayc main image

Sonical.ly Masterclass Review: Nas Teaches Hip Hop Storytelling

January 23, 2024

ntroductionIn the ever-evolving landscape of music education, Nas' Masterclass emerges as a beacon for those intrigued by the art of hip-hop. Nas, a figure synonymous with lyrical finesse...

Read more

Lessons to Learn From the Launch Of Sam Smith’s “Unholy”

stayc main image

People.com

Sam Smith just released their new album “Gloria” on the 27th of January. As described by Pitchfork, “Gloria flips between hyperpop, country, dancehall, disco, 2-step, and intimate, Kehlani-esque R&B”. Through the different genres, the album features Ed Sheeran, Koffee, Jessie Reyez, and Kim Petras.

“Unholy”, featuring Kim Petras, was the second single from this album to be released. It dropped on September 22, 2022, and ended up being incredibly successful. It reached  #1 on the US Hot 100 chart and also spent quite a long time topping the UK charts as well. To this day, it is still in the US top 10.

The song’s success was helped by an intense social media marketing campaign. Unholy’s catchy chorus was perfectly suited for a TikTok audio - and Capitol Records knew that. 

The Campaign & Launch

Capitol UK’s general manager (Tom Paul) is credited as the mind behind the marketing campaign for “Unholy”, and he helped Smith orchestrate a release of a sample on TikTok in August.

Paul’s plan worked, and it blew up almost instantly on the app. Fans were shocked to hear this kind of sound coming from Sam Smith, and demands for the song’s release came quickly as it gained traction with various trends.

People.com

The most popular variation of this audio now has >2.5 million videos using that sound, not to mention countless other variations with hundreds of thousands of video uses.

Smith rode that wave of interest, and continued to do so for a very long time

A side effect of the song being everywhere was that fans got used to the 20-second earworm. Usually, when a song blows up on the app, users can then search for the full song, and not being able to do so was frustrating to some fans. Hearing the same part over and over again did not help this.

Videos started popping up on TikTok with fans expressing their concerns. The common theme among these videos is how they already felt “over” the song, and that they should have released “Unholy” at its peak while it was trending.

The label did intend to release it sooner, however, the Queen’s death pushed back the song’s release by another week. Even before that setback, it was already a popular audio for well over a month.

Some fans also had an issue with Unholy’s length. At only two minutes and 37 seconds, fans felt that there was not much material beyond the audio they had already been exposed to. Additionally, fans found that the audio on TikTok sounded dramatic and rich, whereas the final release was more muted.

Key Takeaways

The idea to promote the catchiest part as a TikTok audio was an excellent one - it drove an immense amount of anticipation for the release. However, if you tease a song for too long you run the risk of fans moving on to other things. 

By teasing music on social media, artists are able to receive feedback about what works and what doesn’t on their songs. Unholy’s punchy, bass-intensive chorus on TikTok never came to fruition, which led to disappointed fans. Artists should be sure to pay attention to the feedback they receive about what works and what doesn’t prior to release.

While “Unholy” was still incredibly popular and a commercial success for Smith and their label, you can’t help but wonder if it would have done even better if they had released it sooner.