But with the turn of the 21st century came mass internet and social media usage and, with it, a way for artists to speak to their fans directly, outside of traditional communication channels. There was a time when the surprise album was almost unthinkable and a lack of pre-album publicity and distribution planning would massively affect its success. But at no point was the album actually, y’know, announced, leaving fans pleasantly surprised when they woke up on 1st March with nineteen brand new tracks.
Melding together jazz, hip-hop, R&B and electronic beats with an impressive list of collaborators, including Pharrell, Dev Hynes, Sampha, Gucci Mane, Earl Sweatshirt and more, the album came just days after the singer staged a takeover of Black Planet, a social networking platform for African-Americans that was launched in 2001, and seemed to hint at new music via a surreal clip posted to social media that mixed arty studio shots with home-video footage and a clip of a new song. The release of Solange’s new album ‘When I Get Home’ earlier this month came with almost no warning.
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