Rosalía: Mastering the Art of Musical Promotion in the Digital Age
Rosalía is a shining example of how Spanish artists can effectively leverage the power of social media and the internet to promote their work. By artfully managing her time and strategy regarding announcements, she has mastered the ability to create anticipation through subtle hints about her upcoming projects. Recently, Rosalía took this enigmatic approach to new heights by releasing the sheet music for what could potentially be one of her next songs.
Allegrissimo. The unpublished scores are for a composition titled “Berghain,” which Rosalía shared through her newsletter on Substack. This revelation sparked immediate speculation among fans and critics alike. The score hints at a possible shift in her musical style, suggesting a move towards string arrangements. Such an evolution has heightened expectations for her forthcoming, yet unannounced, album, leading many to believe that Rosalía may be venturing into previously uncharted musical territories. Shortly after, posters depicting her surrounded by musical notes appeared in Madrid’s Plaza de Callao, further immersing her fans in excitement. These marketing tactics have proven effective in keeping her audience engaged.
What is Berghain? Interestingly, “Berghain” is not just a musical composition; it is also the name of a renowned techno club located in Berlin, Germany, recognized as the “techno capital of the world.” This connection adds an intriguing layer to the speculation surrounding Rosalía’s latest work, as it seemingly contradicts the idea of string arrangements. Could this be a deliberate red herring? The score itself is printed on official pages from the German publishing house G. Henle Verlag. After releasing the sheet music, Rosalía changed her Instagram profile picture to a new design depicting vibrant artistry and tweeted “LUX: LOVE,” eventually deactivating her account. Fans are convinced that “LUX” may be the title of her upcoming album.
The fans get creative. An enchanting aspect of the sheet music’s release is how many fans have taken up the challenge to interpret it with various instruments. Social media platforms, particularly TikTok, have been inundated with renditions of the piece. Enthusiastic fans have showcased their interpretations using violins, pianos, flutes, and even accordions. The Twitter account @elojoquetodolov has gathered some of the most talented interpretations, which include a second page of sheet music that Rosalía later sent out.
A success before release: The case of ‘Despechá’. Back in July 2022, when Rosalía performed her new song “Despechá” at the WiZink Center in Madrid, the track had not yet been released. However, the 15,000 attendees were already familiar with it. Rosalía ingeniously played the audience, quickly polling them for the best title for the song and inviting select fans to dance—an early glimpse of the choreography that would soon proliferate on social media.
As the “Motomami” tour commenced in Spain, starting in Almería, the excitement for her new music grew exponentially. Videos from the concerts quickly made their way online, aided by Rosalía’s own 35-second teaser of the song she had uploaded during the tour. By the time she reached Madrid, influencers like María Pombo had already propelled it into mainstream النجاح. These measures, coupled with strategic marketing decisions surrounding the release of her album “Motomami”, have turned her approach into a case study in both marketing expertise and pop sociology.
Rosalía: Not Alone Rosalía isn’t the only artist harnessing the power of the internet and social media. Numerous musicians have successfully engaged their fans through puzzles, interactive games, and innovative marketing strategies to generate buzz.
- BTS: Known for their elaborate marketing strategies, BTS launched a dedicated website for “Dynamite” in 2020, featuring multiple countdowns leading to exclusive content and pre-purchase options, keeping fans engaged for a month prior to the album’s release.
- Taylor Swift: In 2017, Taylor Swift stirred intrigue for her album “Reputation” by deleting her entire Instagram account, replacing it with cryptic images of snakes, heralding a darker image. Similarly, Beyoncé has adopted this tactic during the releases of “Lemonade” (2016) and “Renaissance” (2022).
- Ed Sheeran: In 2021, Sheeran promoted “Bad Habits” using a Snapchat filter that encouraged fans to create their own content.
- Frank Ocean: Renowned for his elusive nature, Ocean went off the radar for years before launching “Blonde” in 2016, building anticipation through a live stream of a construction scene.
- Sabrina Carpenter: During the release of “Short n’ Sweet” in 2018, Carpenter’s team orchestrated an engaging campaign full of “Easter eggs” that led up to her album launch.
- Daft Punk: Of course.