Jim Carroll

Music, Life and everything else

Release the damn album now!

Two Door Cinema Club are not the first act to experience that sinking feeling which comes with discovering that someone has nefariously leaked your forthcoming new album. That huge investment of time, money and creativity counts for nothing when someone …

Fri, Aug 3, 2012, 08:53

   

Two Door Cinema Club are not the first act to experience that sinking feeling which comes with discovering that someone has nefariously leaked your forthcoming new album. That huge investment of time, money and creativity counts for nothing when someone takes the selfish decision to throw the album on the internet for all and sundry to download for free.

Frontman Alex Trimble issued an eloquent message to fans about the issue last weekend (a message which was removed the same day from his Tumblr site), but there’s a bigger issue at play here other than appealing to fans to ignore the leak. Why do acts and labels still insist on sitting on a finished album for so long in this day and age?

Details of Two Door Cinema Club’s forthcoming second album “Beacon” were initially announced in June so we can assume the album was finished at this stage. The label will argue that they need a long lead-in time to set up an all-singing, all-dancing promotional campaign, but this means even more time for the album to unintentionally find its way online. The more people have advance access to an album, the more chance there is of it going rogue.

The main argument in favour of the lengthy build-up is that this is how things have always been done. But we’ve seen how this policy has worked out for other areas of the industry so it may well be time for a new approach.

The fact that Two Door Cinema Club didn’t immediately release the album digitally this week to plug the leak is a surprising one. They will argue that they’re adhering to long-term, well-established plans regarding the release. Yet in an age with finite attention spans when it comes to music, the long-term is not something which can still confidentally be planned.