Spears’ much-hyped return to the VMAs last month helped launch her album. “Glory” debuted at No. 3 on this week’s Billboard 200 after selling 111,000 equivalent album copies, according to Nielsen Music.
For “Glory,” her ninth album, the singer opted for tradition at a time when artists such as Frank Ocean, Rihanna and Beyoncé are finding new ways to redefine conventional releases.
“What we didn’t want to do was a secret release in the middle of the night,” RCA President Tom Corson said of her label’s strategy.
“Pop audiences want to hear something. They want to be informed and educated about [an album] to some degree. Before the advent of streaming, we would have eight- to 12-week setup cycles for major superstar acts.”
The lead-up to “Glory” was condensed into a “very reasonably tight window,” with a six-week promotional blitz that culminated with the VMAs, an appearance on James Corden's wildly popular “The Late Late Show” segment "Carpool Karaoke” and a mini-concert on “Today” that was beamed from Spears’ hit Las Vegas residency, “Piece of Me.”
Work began on the album a year and a half ago.
“I wanted to go after a whole different vibe and try new things,” the singer said via e-mail ahead of a recent Vegas performance.
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