How to take an album leak

One Direction may have planned to release their fourth studio album on Nov. 17, but fate had other designs. More than a week before the official date, “Four” found its way online.

In an interview with music video director Ben Winston streamed live on Google, the boys talked about this mixed blessing. “It’s two ways,” says Liam Payne. “It’s obviously something we’ve worked really hard on. When it leaks, it’s kind of anti-climatic for us. At the same time, they love the stuff that’s come out.”

It’s not the first time, however, that a record by the fivesome was made public prematurely. In 2013, unseen forces leaked “Midnight Memories,” One Direction’s follow-up to 2012’s “Take Me Home,” seven days ahead of its Nov. 25 due date.  

SWIFT VS. SPOTIFY

Taylor Swift touched a nerve at Spotify last week when she pulled her music from the Swedish streaming service. “She wanted to keep her songs on Spotify’s paid tier, which pays generous royalties, and remove them from the free tier, which is much less lucrative. But Spotify requires rights holders to be on both tiers or none at all, so she took down her whole catalogue,” wrote the Financial Times’ Tech Blog.

The 24-year-old’s Shake it Off had been one of Spotify’s most played tracks until its removal, generating around $84,000 a week, according to Music Ally, a music business strategy website. The issue between the rising superstar and the popular online music company has sent ripples through the entertainment industry.

While Swift may appear to be gambling with her future with this latest skirmish, her career has already reaped spectacular rewards. Her latest release, “1989” — named for the year of her birth — is the first album to sell one million copies this year despite being leaked early. It was 2002 when an album last sold so well in its maiden week.

PROTECTIVE FANS

New York magazine reports the breach could have stemmed from US retailer Target because hackers lifted not only the 13 main tracks off the album, but the 19 songs exclusively compiled for the Target edition. As with One Direction, this is hardly new ground. “Red,” precursor to “1989,” leaked in full in 2012. Fortunately, it went on to sell 1.23 million copies in its first week.

Taylor Nation, as Swift’s followers are collectively known, are uncommonly loyal. For the “1989 Secret Sessions,” the singer invited a select number of fans on Instagram, Tumblr and Twitter to listening parties at her various homes. These lucky individuals were encouraged to talk about their experiences but asked to not disclose anything too specific. “They didn’t talk about lyrics. They didn’t spoil the secret for other fans,” Swift told NPR. “Two days before the album came out, it leaked online, and it was the first time I’ve ever had an album leak without it trending on Twitter — because my fans protected it.”

LOSE-LOSE SITUATION

Save perhaps for the anxious listener, an album leak is normally viewed as a lose-lose situation for all the players involved. Whether you’re an artist, a record label, or a retailer, it’s something you never want to happen days or even weeks in advance.

If you’re uncertain if an album was shared prior to its actual retail release, one comprehensive source is Has It Leaked? Launched in January 2012 by Swedish music producer and editor in chief Staffan Ulmert, the website is a platform for music fans to discuss album leaks, without providing downloads or hosting any illegal content. “What’s unique about our site is the fact that it acknowledges album leaks as a big part of today’s music scene,” proclaims Has It Leaked?

Album leaks began in the late ’90s when a confluence comprised of the Internet, MP3s and file sharing turned into the easiest way to distribute music. These leaks often consist of demo or master copies ending up in the wrong hands. Sometimes artists or bands do it themselves to rebel against their record labels. Once an album winds up online ahead of schedule, record companies often attempt to entice fans to purchase the real version by bundling it with exclusives such as bonus tracks, artwork or concert tickets.

On Aug. 31, 2009, a month earlier than its official Sept. 11 release date, Jay-Z’s “Blueprint 3” leaked; it was moved up to Sept. 8 and still hit No. 1 on the Billboard charts. Looking back on the premature unveiling, Jay-Z played it cool. “It’s a preview. I’m excited for people to hear the album. I’m very proud of the work I’ve done, so enjoy it,” the rapper told MTV.

Since album leaks aren’t going away anytime soon, other artists and record companies would be wise to be as composed.

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