Nicola Roberts Describes “Scary, Scary, Scary” Single Release
Wednesday, 08 June 2011
Written by James Conlon
Girls Aloud singer Nicola Roberts has confessed her fear about releasing her first solo single using the newly-formed ‘on air, on sale’ release strategy. Roberts released her first single ‘Beat Of My Drum’ earlier this week using the system which means that a track is available for purchase as soon as it is premiered on the radio.
The new method was created to deter illegal downloaders from getting music before legal buyers, and although there have been some success stories (namely Jessie J’s ‘Price Tag’), it is still far from tried and tested.
Talking about her doubts regarding the ‘on air, on sale’ method, Nicola Roberts declared that she was “surprised” to discover that ‘Beat Of My Drum’ had achieved a top 10 place in the midweek charts.
Speaking on her website, Roberts said: "Four weeks ahead of actual release and with hardly any plays on the radio or any promotion. I couldn't believe it! It's funny how Universal Records put out music now, they let it be available to download as soon as it goes to radio.”
She continued: "So potentially you chart without any promotion and then let your record build. The last record I put out with the girls, our label didn't work like this at all so it was extra scary for me! It's better in terms of illegal downloads but scarier for the artist!"
The singer also talked about premiering the track on BBC Radio 1, describing the experience as “scary, scary, scary”. She said: "It was strange because I just had the track sitting on my laptop for eight months and then to finally hear it on the radio was weird. The reviews for my single have been amazing! I took a risk with my sound for this first song and stood by my guns in wanting to do something different.“
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