Mariah Carey Taking a Page Out of Beyonce’s Playbook for 14th Album Release

Singer Mariah Carey attends the 20th Annual Screen Actors Guild Awards at The Shrine Auditorium on January 18, 2014 in Los Angeles, California. (Ethan Miller/Getty Images North America)
Singer Mariah Carey attends the 20th Annual Screen Actors Guild Awards at The Shrine Auditorium on January 18, 2014 in Los Angeles, California. (Ethan Miller/Getty Images North America)

It’s been a long road to Mariah Carey’s 14th album — a project she first began working on in 2010, before the birth of her nearly three-year-old twins Moroccan and Monroe — that has been stalled over the years after stiff-performing singles and numerous tweaks to the track listing.

But, as Billboard exclusively reveals in its latest cover story, Carey will be taking a surprise approach to the project by revealing her new album’s title, track listing, artwork and music all at once via to-be-announced digital partners (a physical release at retail is expected the following week.) “I have to be the one that announces this, especially the title,” Carey says, noting that the album takes its name from a “personal possession of mine that’s part of an entity that I’ve had almost all my life.”

Though Carey doesn’t mention other artists in describing her strategy, it’s clear she’s taking a page out of the “Beyoncé” playbook. It’s a particularly direct parallel when you consider that Beyoncé herself was coming off an underperforming album (2011’s “4”) before opting to go the surprise route — much in the way that Carey’s last album, 2009’s “Memoirs Of An Imperfect Angel,” produced just one top 10 hit (“Obsessed”) and sold a disappointing 549,000 copies, low enough to cancel a planned remix album. Though last summer’s Miguel duet “#Beautiful” was a bonafide hit, peaking at No. 15 on the Hot 100 and selling 1.2 million downloads, a string of other singles (“Triumphant,” “Almost Home,” “Eternal [You’re Mine]”) have failed to catch fire along the way.

In the Billboard cover story, out Monday, Carey and her new manager Jermaine Dupri talk candidly about the rocky road to the album’s launch – from the failed singles to her drama-plagued stint on “American Idol” in 2013 to the shoulder injury that nearly derailed her plans altogether (“I really downplayed that incident.”)

Here’s five more things we learned:

SHE’S ASSEMBLED A DREAM-TEAM OF COLLABORATORS. Frequent collaborators Rodney Jerkins and Dupri are back for Album No. 14, but so is a surprisingly diverse roster that ranges from of-the-moment producers like Hit-Boy and Mike Will Made It, guest features from Wale, Nas and Trey Songz and even contributions from veteran arranger Larry Gold and the Love Unlimited Orchestra. There’s also “a special guest star that I’m not allowed to reveal,” Carey teases.

SHE’S AWARE OF THE FAILED SINGLES. Carey will cop to a few of the pre-release singles not doing as well as past hits, pausing to note that 2013’s Stargate-produced “Almost Home” was intended for the “Oz, Great and Powerful” soundtrack. “You would think I would be all about the singles-driven situation, and I am in a way, but with this particular album I want my fans to hear it as a body of work,” she says. “This is my life since we last left off. Just picture a dot dot dot, and then here’s the album.”

Click here to read more.

SOURCE: Billboard‎
Andrew Hampp

Leave a Reply

Your email address will not be published. Required fields are marked *