Ariana Grande ditches conventional marketing for… whatever this is.
There’s something to an artist taking the reigns and releasing their music how they see fit, so we applaud Ariana Grande’s newfound liberation when it comes to sharing her forthcoming record. However, the carelessness is causing damage to the carefully constructed Ariana Grande™ and it’s slightly disconcerting.
Ahead of her “Focus” release, Grande impulsively shared a barrage of Tweets laced in “babes” and blue heart emojis. On occasion, some of the messages linked to 15-second clips of the song on Instagram. That, and a white-haired glamor shot of Grande was all the promotion she needed, or so she thought. The song failed to make waves in music and was named one of TIME’s worst songs of 2015.
The message fell on deaf ears, as Grande is back at the sloppy promo routine. She shared seconds of a new song titled “True Love,” thought to either be a new Christmas song dropping this Friday, or a track slated for her upcoming album Moonlight. Actually, we’re getting several songs… “soon.”
"soon". & you're getting more than just oneee. https://t.co/cZOHrm7S7n
— Ariana Grande (@ArianaGrande) December 13, 2015
Take a listen to “True Love” below: