BTW, “All I Want For Christmas Is You” is back at #1!
First, don’t get it twisted and don’t misuse the title of this post. We are certified lambs and will never go after Mariah Carey – just the legacy she left is enough for us to give every single released too many chances. Also, we actually like “The Art Of Letting Go.” If you know this blog, you know how much we stan for MC!
This post is about the marketability of this song. As you know, Mariah is a couple of inches away from beating anyone in existence to have the most Billboard number ones. Though charts don’t matter anymore, it’s still a nice slap in the face for any stan out there trying to sell their diva, whether Madonna or Beyonce.
Although we love the track, we think that it won’t do much on the charts and here are the main reasons why:
1. Ballads don’t get played as much as they used to. If you have heard the new single, you know that it is one of the rawest and most stripped-down tracks Mariah Carey has released as a single. In fact, on first listen we thought a gospel choir was going to come up in the end and uplift the song, a la “Fly Like A Bird.” However, that is not the case. The song doesn’t segue into a different tone. The last ballad to really make it by a female vocalist was Adele’s “Someone Like You” and that was driven by the force of a monumental album (21) and a smash hit lead single (“Rolling In The Deep“) plus a memorable live performance. Gone are the days of “Unbreak My Heart” and “I Have Nothing.” Simply put, the iTunes generation barely has time to upload a song let alone let it grow.
2. The song structure is not radio-friendly. Radio is still an important factor in chart tallying and the sales of the actual track. Knowing US Radio’s knack for repetition and allegiance to the corporate oligopoly, we just don’t see “The Art Of Letting Go” being played in between Avicii’s “Wake Me Up” and Justin Bieber’s “All Bad.” The track has no solid chorus and no hook at all, which is part of its beauty. Yet, it might be hard to digest for the quick-fix bunch, who are the majority of buyers today.
3. Lambs aren’t as aggressive as Little Monsters. Lambs are a special breed of fan. They are tastemakers and they appreciate things that are no longer relevant in pop music – like strong vocals, pretty lyrics and amazing octave peaks. Little Monsters, Animals, KatyCats or their ilk get out of their comfort zones and try to convince everyone including their cousin’s grandma’s dog to purchase their favorite artists’ releases. Because of Mariah’s longevity in the business, lambs cover many more generations and are less likely to mobilize to, say, get a twitter trend going (Although it has happened before, it’s still not as aggressive.) Other stans fight back if their diva is underselling, lambs have a more live-and-let-live approach. That’s good thing, because we let The Voice speak for itself. However it’s not the best for garnering attention resulting in sales.
4. People don’t know where this single belongs. If you are counting, as we are, Mariah Carey has already released four tracks with no album in sight to house them. These are “Triumphant (Get ‘Em),” “Almost Home,” “#Beautiful” and “The Art Of Letting Go.” This confuses people as to which is the first single from the album and also makes it look like Mariah is randomly throwing tracks out. As you all know, the first single usually gets a bigger marketing push because people have been anticipating new material which then helps drive the track up the charts (Remember “Loverboy” landing at #2?)
5. The previous singles haven’t been up to par to Mariah’s standards. Let’s say the truth here. “Triumphant,” aside from the remixes, was a mess. “Almost Home” was just cute. “#Beautiful” was good, but it wasn’t single material. So, “The Art Of Letting Go” comes following a couple of misses by Mariah’s standards, meaning there is no build-up. Don’t get us wrong, we love us these tracks, but we are speaking from the point of view of non-lambs.
6. Mariah hasn’t promoted it yet. Artists don’t rely on the song’s strengths to gain clout in the public anymore. The minute a song gains momentum you have to go out there and pitch it hard. “The Art Of Letting Go’s” momentum was the release date. There was a huge wait in anticipation, then the track debuted as an audio clip and now that’s it. A performance should have been scheduled that same night.
7. Facebook is not as affective for sharing music news as Twitter and other social media platforms. MC shouldn’t have used Facebook alone as the method for releasing the song, it should have been on all online platforms at the same time. The audio track should have been a snippet rather then the whole song so that people feel compelled to buy it on iTunes to get the whole experience.
8. There is no news on the the fourteenth album yet. When you are about to release a lead single or one that is supposed to usher in a new album, there must be cross-promotion. Most artists provide the first single with the pre-order of the album. That should have been the case for MC. The album needs the push more than these orphan singles. Let’s hope the video, of there is one, comes out around the time of the announcement of the album.
9. The song is currently #27 on the iTunes chart. If the push that was the “#MC1111″ campaign wasn’t enough to catapult it onto the top spot, then what will? Considering that its a romantic ballad. The last R&B ballad that did anything was Tamar Braxton’s “Love & War” and that is mainly because Lady Gaga tweeted about it on the day of its release. This is also due to the fact that MC promised us a release in July and then it was scrapped.
10. The chorus doesn’t repeat itself enough to be catchy. That’s pretty self-explanatory.
Again, we remind you all that we love the track, we were just hoping that it would be Mariah Carey’s 19th #1. She still has 3 more to go to beat The Beatles’s record. Also, other younger singers are steadily reaching that point with their hum-drum tracks. Let’s hope Mariah has a couple of hits up her sleeve on the new album. We are probably the only remaining lambs who think its a great idea for MC to consider releasing a dance album, but what do we know…
Okay girls! Roll your sleeves up and get ready to rumble. The new Mariah Carey song “The Art Of Letting Go” is finally here. We are pre-timing this post, so we are not too sure what it will sound like we will send it out as soon as it comes! We can’t wait to download it! According to Wikipedia, this single is the namesake for Mariah’s fourteenth album!
This is what Mariah had to say about it: “For the first time ever, here it is… “The Art of Letting Go”!!!
This is such a personal record to me. I wrote the lyrics so that anyone and everyone could relate to them and hopefully release anything that they need to let go of that’s holding them back or bringing them down. Thank you for sharing this experience with me!”