To release or not to release: Musicians struggle with the question of when to drop their new albums

Will “Bon Jovi 2020,” the title of the latest album from the veteran New Jersey pop-rockers, be altered? The first album by Jon Bon Jovi and his band was slated for release Friday but has been bumped back to autumn due to the novel coronavirus.

Will the album’s moniker change as well if it drops next year?

The question for every recording artist, from superstars to unknown baby bands, is to release or not to release?

Joe Sivick, vice president of publicity and marketing for Missing Piece Group, is uncertain.

“No one really knows what the right thing is to do,” Sivick said while calling from his Brooklyn office. “It’s the Wild West out there.”

Many prominent recording artists have opted to wait to release albums. The eclectic list includes country (Dixie Chicks, Luke Bryan), pop (Lady Gaga, Alanis Morissette), R&B (Alicia Keys, Kehlani), alt-rock (The 1975, Haim) and metal (Lamb of God). The latter issued the following news release explaining why its self-titled album, which was scheduled to drop May 8, will be delayed until next month.

“We’re in extraordinary times due to the current global reality and the delay of shipments of all but essential goods needed in the fight against COVID-19. After talks with our labels, there is no other option than to delay the release so that fans who pre-ordered the album can receive the record they paid for.

“We appreciate your patience during these times, a global pandemic is not something people in the music industry usually take into account when scheduling album releases, but as you know, this thing has affected everyone across the board, and we are no exception.”

It’s all about business, according to SKH Music co-owner Keith Hagan, who handles management and publicity for Toto, Squirrel Nut Zippers and Lily and Madeleine, among other recording artists.

“Music streaming has been down 10% across the board since the pandemic hit,” Hagan said while calling from his New York office. “People are home streaming Netflix. If you’re stuck inside with your family, you’re not actively engaging in music the way you normally do. With all of the crazy news and misinformation, people are stuck in a news vortex. It’s a strange time now.”

Fans are starved for music, according to Hagan, just not new tunes. “People are going back to what they love. The old artists they know are comfort food. People aren’t in exploratory mode.”

However, some recording artists are releasing new albums despite the climate. The unconventional Fiona Apple had no problem releasing “Fetch the Bolt Cutters,” her first album in eight years, last month. The daring album was greeted with almost universal praise and strong sales.

“It worked out well for her since she’s an established artist,” Hagan said. “She came away with avalanche of great press, but it’s tough for artists who are not in her position.”

X was on the fence whether to release its latest album, “Alphabetland.” The iconic punk band decided to release it as a download and take orders for the physical copy, which will be released in August. It worked out for X.

On the first day, April 22, 5,000 copies of the album were ordered. The color vinyl sold out in hours. “Alphabetland” was the No. 2 alternative digital album behind Fiona Apple and the No. 2 add behind the Rolling Stones new song, “Living in a Ghost Town,” on Non Comm radio.

Not a bad start for an independent album. X vocalist-bassist John Doe believes the timing is right for new music since fans could use the sonic distraction.

“When you’re in a vulnerable state, art has more of an impact,” Doe said. “When you’re feeling a little sideways, like we all are now, music can really touch you. Now is the period when if you have a broken heart or someone passes away that you’re close to, you listen to a song and it seems to really be speaking to you.”

However, as Hagan said, if a recording artist is a known commodity, it will most likely score press and perhaps sell units.

“If you’re a brand new artist, why would you release an album in the middle of all of this?” Hagan said. “Good luck getting the proper attention. When you release an album, the process is like stacking building blocks, and it’s very difficult to build anything now.”

Low Cut Connie, an emerging band out of Philadelphia, recently finished its latest album, “Private Lives.” The fiery retro-rockers, who typically deliver incendiary sets, decided to bump back the album until October and work on streaming shows in the interim.

Sivick, who handles publicity for Low Cut Connie, has been thrilled with the response the band has received during the coronavirus. “It’s been a bummer for (Low Cut Connie vocalist-pianist) Adam (Wiener) not being able to play the New Orleans Jazz and Heritage Festival (which was canceled last month), but there has been a huge silver lining.

“By doing the streams, the band has found fans from around the world. We discovered there are so many fans listening from Japan (due to the streams) that probably wouldn’t have heard of the band if they were just on tour now. Adam is getting notes from nurses in COVID units who say they are being uplifted by the band’s music.”

If the pandemic doesn’t end by October, Low Cut Connie plans to release the album. “Their record is going to come out for sure then no matter what is going on or not going on,” Sivick said. “The point here is that everyone needs new music. Journalists, people who work at radio stations, first responders. Art has to get out to the real world. It’s not ideal if recording artists can’t tour or visit radio stations. But Low Cut Connie and I feel the same about this. A world without art is not one we want to live in.”

The world of radio moves on. KPND (95.3-FM) program director Marie McCallister says the station hasn’t been negatively impacted by the lack of album releases. “We play a mix of alternative, classic rock and folk, and so we play new songs and songs that you’re familiar with,” McCallister said from her Sandpoint office.

“A lot of recording artists are more single-driven these days, and those singles are still coming out. I understand why bands are holding off from releasing albums so they can tour behind them at some point. But we have plenty of new music to play and other material, as well.”