The Age of Monáe: An Album Release Blueprint for the Modern Creator

I’ve been enjoying a bit of rest and relaxation as the summer kicks off. This looks like taking long hikes and coming back to catch up on the shows and things I’ve missed as a result of being heads down. As much as I’d love to spend this edition talking about how absolutely amazing ‘Daisy Jones and the Six” was (and, it was QUITE amazing), I think we should dive into creators to find their fit.

This week, let’s talk about:

• How Janelle Monae’ utilized ownership of their audience to launch their recent project

• How creators can use similar trends from their audience to develop better content

• A few things I have my eye on in the Creator Economy this week

– LaTecia Johnson

I’ve been a Janelle Monáe fan since 2006 when she burst through my speakers with ‘Lettin’ Go’. Before signing to Bad Boy and the 4-pert Suite series was retitled Metropolis.

Maybe I identified with her because she was so enveloped by Atlanta. When I look deeper, it probably had more to do with the fact that I was a Black woman from the South trying to make it in music; seeing a dark-skinned Black woman that also admitted she didn’t quite fit in, made me feel accepted in a way that I hadn’t thought I needed to feel. Maybe my love for Janelle is still about what she represents much more than the music.

Long-time fan or not, you have to admit that Janelle Monáe is having a moment. With the release of ‘Age of Pleasure’ this past Friday, the long-awaited follow-up to 2018’s ‘Dirty Computer’, Monáe is out to achieve the rare feat of having a follow-up album be even better than the penultimate project that broke them through.

Let’s take a look at how ‘Age of Pleasure’ managed to premier with nearly 12 Million streams, gain momentum, and be the topic of conversation in every music and non-music circle over the last few months.

The Timeline and Strategy

As we delve into the intricacies of Janelle Monáe's remarkable 'Age of Pleasure' album release strategy, it becomes evident that successful creative campaigns require not just talent, but also meticulous planning, strategic collaborations, and an astute understanding of one's audience. This is a story of long-term vision and execution, demonstrating the power of sustained anticipation and multi-dimensional engagement.

Monáe's journey to the release of her highly anticipated album can be traced back six months before the actual launch. It's a narrative punctuated by calculated teasers, strategic partnerships, direct fan activations, boundary-pushing content, and a harmonious blend of both physical and online audience engagement.

This meticulous timeline and release strategy masterclass, illuminated in the following breakdown, offers an inside look into Monae's innovative approach and provides valuable insights that creators across various fields can adopt to cultivate their own communities, shape narratives, and ultimately, ensure their projects not only see the light of day but also resonate deeply with their target audiences.

Now, let's embark on this enlightening journey that starts in December 2022 and culminates with the successful release of 'Age of Pleasure' in June 2023.

December 2022 through February 2023 - ‘Float’ season begins

The first single ‘Float’ was released on February 16, 2023, but Monáe begins to reference ‘Float’ as early as December 1, 2022. These references alongside images of Monáe in the studio caused many to speculate that a full-length album was near.

From the first strings of the song, it’s clear that Monáe has stepped from behind the android and into a new phase of music, perhaps introducing listeners to Janelle for the first time.

For the release of the single, Monáe teams with a number of DJs, including Coco and Breezy for remixes of the song, a few weeks post-premier. Promotion is relatively quiet outside of standard press runs and interviews connected to the single.

The song has legs, though, and slowly but surely ingratiates itself into the hearts of their fans, mounting 6 million+ streams in the process.

May 2023 - Monáe premiers songs at Met Gala after party

Monáe makes an annual appearance at the Met Gala and whispers begin to spread that a new album is forthcoming based on the songs shared during the event. Later, Janelle shares that playing the music at parties was the way that they workshopped which songs belonged on the album, her thought process was, "If the songs can't work at the party, they're not going on the album". So she continued to workshop them until she was confident on a sequence that would work.

Things kick into high gear after the Met Gala after-party. 

The second single “Lipstick Lover” releases on May 11th, and shortly after, news hits that the artists’ first album in 5 years will release less than a month out. That’s not the entire story, though, because along with the song premiere, Monáe shares an NSFW video that is eventually banned by YouTube and re-released as a clean version.

At the same time as the promotional efforts, Monáe kicks communication to their fan club into high gear through activations with key partners: Spotify and Atlantic

5/11 - Same day as “Lipstick Lover” release and album announcement

Spotify sends a notification to gain access to purchase Janelle Monáe's album early (a full 3-weeks before the public announcement on 5/31)

This opts the audience into Janelle’s newsletter in order to be the first to receive notifications on the upcoming release including access to vinyl & merch packages, and the coveted early access to tour dates when announced.

As a long-time fan, I’m sold on everything and easily opt into the flow.

Shortly after opt-in, Atlantic sends out an email confirming that I’m locked into Monáe’s fan club and to stay tuned for more updates soon.

June 2023 - Countdown to album release begins

The timeline between the first mention of ‘Float’ in December and the announcement of the upcoming album in May, is exactly 6 months. Monáe and the team have done a solid job of activating their audience through well-timed sequences and strategic partnerships up until this moment. Although this release strategy has followed a traditional timeline, it’s anything but ordinary.

Entering June, Monáe re-releases a fully edited version of the ‘Lipstick Lover’ video and also announces there will be several listening sessions in the days leading up to the release of the album.

Live Listening Sessions featuring the artist in key markets:

• Washington D.C

• Chicago

• Atlanta

• NYC

• Los Angeles

• Long Beach

• San Francisco

And, in-store activations at 35 indie record stores where the Monáe F.A.M (Freeassmothafuckas) can listen to the full album ahead of the release.

Followed up finally by a tour announcement. All before we even get into the full album.

On June 9, 2023, after months of foreplay, the album was finally released to critical acclaim.

This album release strategy hit every major element that artists should look to hit when activating their audience: a compelling story, consistent content, direct activation, and exceptional execution.

Conclusion

As we conclude our exploration of Janelle Monae's strategic launch for her 'Age of Pleasure' album, it becomes abundantly clear that the success of creators in today's digital age extends beyond talent and creativity; it also requires strategic foresight, comprehensive audience engagement, and effective partnerships.

Monae's multi-faceted approach, including her long-term planning, direct activation of fans, unique and compelling content, as well as her strategic use of physical and digital platforms, culminated in a launch that captured and retained her audience's attention from start to finish. Her success underscores the immense value of understanding and leveraging these tools and tactics in the modern creative economy.

While the specific execution of these strategies may vary from one creator to another, the principles they embody remain constant. Carefully nurturing your audience, strategically utilizing partnerships and events, offering engaging and distinctive content, and maintaining a balance between online and physical engagement, all play a key role in the journey towards achieving resonating success.

By taking cues from Monae's playbook, creators across disciplines can construct their own comprehensive strategies, designed to not only release their work into the world but also to ensure that it echoes in the hearts and minds of their audiences, leaving a lasting impact. As we look ahead, these lessons from the 'Age of Pleasure' launch remain invaluable guideposts for creators navigating the ever-evolving creative landscape.

In the end, what Monae has done brilliantly is not just to create and release an album, but to create an experience around it, turning every moment into an opportunity for storytelling and connection. And that is, perhaps, the most significant lesson for creators today: your work is not just about the final product, but the journey you take your audience on along the way.

Keep reading to see what creators can learn from this and how to activate it in your own strategies.