Why The Release of Cam’s Debut Album “Untamed” Is Already a Failure
On Thursday, October 29th, it was announced that critical favorite and up-and-coming female country singer known by the singular name of Cam will be releasing her debut album Untamed through Sony/Arista Nashville on December 11th. Cam has created incredible interest in her career from the surprising radio hit “Burning House,” and has sparked tremendous intrigue from her subdued and progressive style, and her off-the-stage smarts in a country music environment looking for female talent to showcase.
Though the announcement of her debut album is something to celebrate for her fans, it also shows yet again how country music’s females, especially the non-established up-and-comers, are being treated as second class citizens by labels.
Historically, December is the absolute worst possible time to release an album. Due to a number of factors, including the holiday shopping season, the fact that so much of the music industry takes virtually the entire month off, so many music journalists and critics work significantly lighter schedules or go on vacation, and that critically-important end-of-year lists get aggregated early in the month and many times won’t include new releases, it makes December the proverbial dead zone on the music calendar.
Even most Christmas albums, or other music packages meant for holiday sales, are released in November to take advantage of Black Friday and the full breadth of the holiday shopping season. A non-Chrismas album released on December 11th is sure to get lost in the hustle and bustle, and be forgotten come next year for the 2016 end-of-year lists. This concern is especially true for Cam, who depends on critical praise for her success.
For example, in 2013, The Wire published an article called The 11 Best Months of the Year to Release Music. The twelfth month of course being December, which is the worst. As the publication explains, “When the big publications start unveiling their year-end lists at the very start of December (thus finalizing them the week or two prior), virtually any album released between mid-November and New Years Day lands in a critical dead zone.”
MusicThinkTank strongly discourages December releases because of “The Curse of the Best of Lists.” “There will be absolutely nothing on a media outlet’s mind outside of their favorite bands, songs and albums of the year” during December, they warn.
In a 2014 article posted by SonicBids, they talk about the “taboo” of December releases, but say they can still work, but only if, “
Timing can be everything in music, and time and again we see female artists in country getting significantly held back because of poor planning. Many of Kacey Musgraves’ recent singles were already dead at radio before the video for the song came out. Other debut and female album releases are purposely slated into the dead zones of the music calendar because label managers believe they won’t perform well to begin with. It is this systematical, logistical downgrading of female performers that is making the struggles of country’s women a self-fulfilling prophesy.
With the success and resonance Cam has shown with “Burning House,” her debut album deserves to be given every possible chance to succeeded. And because of her critical nature, her album is especially dependent on smart timing to make sure she receives the necessary press she deserves.
October 30, 2015 @ 11:39 am
On the other hand, the 12/11 release of Untamed could very well come on the heels of Cam receiving one or two (or even more) Grammy nominations when they’re announced 12/7 (for “Burning House”). She wouldn’t lack for press then, and releasing during a heavy buying period when Cam’s single is t10 at country radio is hardly the worst idea in the world. Moreover, the very year-end lists that you cite often discuss singles, and “Burning House” is very much going to be a major part of that conversation, certainly in the country world, but also possibly in the all-genre world (where there are generally some country singles included). That will improve Cam’s name recognition and possibly get some people to check out her album.
October 30, 2015 @ 12:25 pm
The reason I cited multiple sources is because there is virtually universal consensus that December is the worst possible month to release a record. Many artists are considered for Grammy noms, and that would be a strange thing to build a album release around because nothing is guaranteed. Also, though there are some “Best of” songs lists that get published, there’s not nearly as many of them as there are album lists. I do publish songs lists, and they get about 25% of the interest the album ones do.
I understand January may be a bad time too, but that doesn’t mean December isn’t worse. I’m not advocating releasing the album in January, I’m advocating releasing the album when it is given the best possible chance to gain traction. Nobody releases albums like this in December, and yes, I know that means there won’t be much competition, but that is making lemons out of lemonade (to evoke the album cover).
Also, even if Cam gets Grammy noms, who will be there to promote it? Who will write a press release? Who will report on it? And even if it is reported on, who will read it? The entire industry is on vacation. I’ve experienced this first hand over the eight years of running this site.
Why take the chance? If you have to wait until March. The most important thing is you maximize every possible piece of data to be successful, and the data shows December releases flop.
October 30, 2015 @ 12:40 pm
Late January can be a good time for a new artist to release a record because generally most established artists with new albums ready release them in October/November (Swift has released her last few records around Nov. 1 and Adele this year) so that by January and the holidays passing there is more chart space for new acts.
Plus if ‘Burning House’ is going to stretch to the top 5 (which I’m not sure it will) then this will probably come right around the new year and they can then ready another single to coincide with the release.
With a new act it should all be about maximizing the chances for success.
October 30, 2015 @ 12:48 pm
Trigger: Nobody releases albums like this in December.
Untrue. Jake Owen released Days Of Gold on 12/3/2013, for example, and there have been plenty of R&B albums (from Mary J. Blige, Jamie Foxx, R. Kelly, the surprise self-titled release from Beyonce, etc.) that have opened huge in December. Obviously, those are established names, though. Moreover, the fact that Adele is released on 11/20 this year has industry observers expecting that a few other A-listers who had been planning 2015 Q4 album releases will move to December in the hopes of putting up first week sales that can still make #1. But these are all established names, so the rest of this will focus on emerging artist issues.
Trigger: Also, even if Cam gets Grammy noms, who will be there to promote it? Who will write a press release? Who will report on it? And even if it is reported on, who will read it? The entire industry is on vacation. I”™ve experienced this first hand over the eight years of running this site.
You really think that every publicist isn’t perched to capitalize on Grammy nominations? Really?
The industry will go on vacation during the week following Cam’s album release, but her label will have no problem securing advance press for her album and making sure everybody knows about Grammy nominations if they come.
Trigger: Why take the chance? If you have to wait until March.
When Cam won’t have a single anywhere near the top-20 of the country airplay charts to push album sales. If there were a strategy guaranteed to fail, that would be it. When you have a breakthrough hit like “Burning House” at your disposal, you capitalize on it by releasing the album when it is getting a lot of exposure.
Trigger: and the data shows December releases flop.
Not a single source that you cited demonstrated with data that “December releases flopped.” The Atlantic Wire article you cited talked about year-end lists, not sales. Ditto the Music Think Tank blog. And the SonicBids blog also focused on exposure for the emerging artist, and didn’t knock December as long as there’s advance promotion starting in advance – which Cam’s has (see: her cover of Adele’s “Hello” on Bobby Bones’ show, for example, and the fact that she joined Sam Hunt at his Nashville street party to perform “Burning House”).
Your sources all focused on media exposure without saying anything about the sales they generate, which overvalues the worth of critics in a world where music fans can check out the music and draw their own conclusions. Not a single one of the sources you cited talked about the value of a hit single on radio, which Cam will have in December (“Burning House” will be t10 by then).
But even if we’re just talking about the value of buzz independent of how it will translate to sales, Cam will have plenty going into her album release, and the notion that her label is setting her up to fail by releasing in December isn’t supported by data. Cam may not debut high on the charts because overall sales volume is higher in December than at other times of the year, but scheduling her release for 12/11 is logical for plenty of other reasons, as noted above.
October 30, 2015 @ 1:23 pm
Releasing Cam’s album on December 11th will result in a less than ideal scenario to expose Cam and the album to the masses. Whatever her sales, whatever her exposure, it will be lessened because of the release date.
Yes, the sources I cited only have to do with the amount of critical buzz the album may receive, but that was not the entirety of this argument. It is just an example of disinterested third parties giving their opinions of why releasing an album in December is a bad idea, especially for an artist who is on the radar of critics.
I am not coming to this opinion on my own. I’ve had specific conversations with label owners, publicists, artists managers, etc., who have very strong feelings about when to release an album, and why. I listened to them, and that is how I have come to my conclusion on this matter. I would name some of these people specifically, but I talked to them in private, and don’t have their permission to divulge their names. But I can tell you, if you look at the release calendars for MANY Nashville-based labels, you will see very clearly that they avoid December like the plague.
Trying to promote an album when you have the two-week speedbump of the holiday break right at the beginning of the cycle cannot be good in any way. I can tell you no established country music artist would ever allow their album to be released in December like this. They would protest, or sue.
I don’t have a lot of release data of December releases because it’s virtually unprecedented. December releases are seen as an industry-wide pariah. I’m telling you, if you talk to people that work in the industry and are knowledgeable about this stuff, they will tell you this. And if I wanted to dig, I’m sure there would be a some very specific examples of albums that did flop that are the reason for this sentiment.
Even if releasing the album in December is not a bad idea, it in no way is a good one. It is not maximizing Cam for critical buzz, it is running a risk that is not worth running.
But if you think this is a great idea, then hell, full speed ahead. Release all major label female albums in December. Best of luck.
October 30, 2015 @ 1:39 pm
The dead month of December is part of the reason why Sturgill’s album is pushed back. Not the whole reason but it played a big part. It can be said this album for Cam is just as crucial as the one for sturgill is.
October 30, 2015 @ 11:25 pm
End of year lists was a very specific reason that Sturgill Simpson blew up like he did. Timing, timing, timing. It is so imperative.
This is the quote from Sturgill Simpson’s manager Marc Dottore from a discussion at Sync Up about how Sturgill’s music exploded.
“We were fortunate to have some good timing. ‘High Top Mountain’ came out. It had gotten a little organic press, not a lot. Then Asha (the publicist) came in right in the fall of 2013, and immediately got to work making sure people were aware of Sturgill, and all of a sudden we started showing up on people’s Top 10 lists. This record that hadn’t gotten a lot of press suddenly at the end of its cycle was showing up on Top 10 lists everywhere. Then The New York Times came out and there was this sort of momentum that was starting to build on a record that was already out.”
You can see Marc talk about this at 38:00 on this video:
October 31, 2015 @ 12:48 pm
Let’s be honest with ourselves. Probably wouldn’t do well no matter when she releases it.
October 31, 2015 @ 12:57 pm
EXACTLY Chris. That’s what they’re thinking, and the reason they’re putting it out in a dead zone on the calendar. Whether they’re right or not, it becomes a self-fulfilling prophesy.
October 30, 2015 @ 11:43 am
Why couldn’t this happen to a worse artist like Ballerini? At least Cam’s output has been stomachable. I mean, yeah I hate the name Cam, but “Burning House” was a lot better than “If I Die Young” (for some reason the only song I can think to compare it to)
And if she falls through the cracks never to return, we aren’t losing too much. I just wish it would happen to someone else.
October 30, 2015 @ 1:22 pm
Her last name is Ochs. Not exactly easy to say. She couldn’t do Cameron cause of Cam’ron. So Short of changing her name, Cam it is.
October 30, 2015 @ 11:52 am
Am I surprised by this? No. Am I disgusted by it? Yep.
Am I grateful that I wait until the last week of the year to announce my best/worst lists, and will definitely have a chance to cover Cam’s debut? Absolutely.
October 30, 2015 @ 11:56 am
On the bight side, she can take advantage of the great publicity of The American Country Countdown Awards in December. All 800,000 viewers will get to see her…
October 30, 2015 @ 1:20 pm
As Windmills points out, December is hardly a terrible time to release. Not ideal, sure, but not many are releasing anything the week or two after Adele’s juggernaut. This record will find place on year end lists. As its a debut release critics should get advance copies soon.
October 30, 2015 @ 1:33 pm
Perfect, it shows up on end-of-years lists, most of which are published around December 1st, consumers see it, go to buy it. “Oh, it’s not available yet,” and then it’s Christmas and they forget. That’s not the way to launch an artist. It’s the way to let one down. This is a terrible, terrible decision.
October 30, 2015 @ 8:45 pm
Easy, say the release date in the end of year list. It’s quite simple.
November was too early and becaus the single gained buzz they likely moved up the date to 15 to capitalize. Waiting to Jan/fen would likely kill momentum. It’s literally the best time now to issue it.
October 30, 2015 @ 11:33 pm
But it won’t be on the end-of-year lists. Read the three specific independent sources I cited above that say as much. And if you’re exposed to ten albums, nine of which are available and one that won’t be for two weeks, which ones are you going to focus on?
Frankly, I am absolutely blown away that that it is such a foreign idea to folks who report on the industry that December is universally recognized as the worst possible month to release a record. I don’t know anybody that I’ve talked to in the industry that wouldn’t site that as a maxim. It is setting yourself up to fail. I think some people think that just because they like Cam, they need to defend this decision. I think it is bullshit. I think they are putting her album out at that time because they know sales will be paltry, and they don’t want it to interfere with bigger projects. It’s the same exact reason Sony Pictures (same parent company) decided to move the release of the ‘I Saw The Light’ movie back to March, which is universally recognized as the dead time in the movie industry.
Cam fans should be livid.
October 30, 2015 @ 5:48 pm
luv to tame er shrew.
October 30, 2015 @ 9:27 pm
That is worst album cover…
October 30, 2015 @ 11:49 pm
“Burning House” is most likely a one off outlier. The rest of her E.P is so goddarn/fucking useless and disgusting that I swore of music after I wasted time on it. Album will be a strong 3/10.
November 1, 2015 @ 2:12 pm
“Cam fans should be livid.”
I am. This is an insult to Cam, her fans, female singers, etc. Even if you don’t have industry data to back it up, use your common sense–December is a terrible time to release an album for reasons that should be obvious to everyone here. For one, people are generally focused on holiday music. Forget end-of-year lists and data, it’s as simple as this. This release date is a statement of unbelief in Cam and her music that wouldn’t be allowed by a more established artist. But she’s a female, and she’s not named Miranda or Carrie…it doesn’t matter that “Burning House” will be in the top ten by then, it doesn’t matter that it has had incredible sales, because her label is determined to prove Cam will not be successful.
November 2, 2015 @ 7:29 am
Although it puts me in “tinfoil hat” territory, it’s hard for me to not see this as deliberate sabotage. Foreseeable consequences cannot be called “unintended”. Surely people who make their money publishing music would know the consequences of a poorly timed release.
So I can’t help but wonder if this is some sort of “see this proves it: women can’t make it as country singers” play. Yeah, I know, I’m a whackjob. So tell me a legit reason for releasing like this. Even better, release the next Florida Georgia Line album this way and prove me wrong.
November 2, 2015 @ 8:19 am
Releasing an album takes incredible resource acquisition from a label office. There a lot of moving parts and pieces involved. That’s why they rarely release multiple albums on the same day. The benefit for the label is they get the Cam album out, but it doesn’t abscond with resources and time better spent on what will be a more successful release. I don’t think they want the album to fail, but they do want to maximize their resources to make the biggest possible margins for shareholders because that is their job. Because of this, you squeeze out Cam in a music dead zone on the calendar.
And this idea and mindset has been around for a long time. This is nothing new with Cam. Albums that labels believe will commercially under-perform go out in December.
November 2, 2015 @ 9:15 pm
Every time I see her name or hear her,I hear Deion Sanders in the back ground yelling “Caaaaaammm” . You’re welcomed for this contribution.
November 4, 2015 @ 1:15 pm
The Telegraph has ALREADY posted their best country albums of 2015.
No Cam.
http://www.telegraph.co.uk/music/what-to-listen-to/best-country-music-albums-of-2015/
November 7, 2015 @ 2:51 am
I’m probably minority, but I hate that song. All it says is “this burning house” over and over again. I hate that! And she needs to come into the new century with that god-awful album cover! That looks like something out Miami Vice! That cover alone could turn people off.