What Artists Can Learn From Adele’s ‘Shady’ Quote On Overexposure

Life Writer
12.22.15 9 Comments
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From a music fan’s perspective, there are only a few things more annoying than waiting forever for an artist to release their album after dropping single after single after single, sometimes a year or two in advance. Looking at you, Kanye. And as Rihanna fans unlock rooms and pray for the possible Christmas Day release of the singer’s long-awaited ANTI album, Adele is giving free advice to artists who tease their projects “six months” before it actually hits the streets.

The 27-year-old British singer chatted up a bit with TIME and shared her two cents on overexposed artists and their ridiculously long pre-album release promo campaigns. “I’m not throwing shade at anybody,” she cautioned, “but when you have a six-month build up, don’t expect me to be there the day your album comes out, because I’m bored.” Ouch, but the truth usually hurts.

Adele went on to explain that artists putting music out without immediately following up with an album make fans lose interest rather than do what it’s meant to do — build hype. “It doesn’t matter how amazing [the album] is. You put seven songs out. I’ve heard the album. I’ve heard everything you want to say about it. I’ve heard it all over radio. Don’t expect me to not lose interest before it’s even happened.”

The superstar knows a thing or two about getting her music out there before it gets too stale to care about. After taking a three-year break from the biz to be a mom and record new music to cry yourself to sleep to, Adele surprised everyone by dropping a 30-second snippet of “Hello” out of nowhere before releasing a video for the single less than a week later. A month later, 25 was out and shattering records everywhere.

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