Drop it like it's hot.

The record industry is a strange oddity. Constantly chastised for not keeping with times, yet still chucking out artists with huge fanbases who generate vast sums of money and are admired. Artists can no longer expect to sell the same amount of records as old, but tours are bigger, longer and more profitable than ever. Access to artists is more profligate than ever, social media gives an insight into their lives and allows them to engage with fans like never before. While record sales are tumbling, this is not a reflection of apathy towards the music - people choose to find it online via streaming sites or donwload it for free from dubious websites.

Record companies have taken different approaches to stop declining sales but have generally kept to the same formula. Release a number of singles with music videos and promote relentlessly across media channels. Following this then release a physical format album after sufficient 'hype' has deemed to be built up. The problem with this method is two fold. It is hard to maintain interest over such a long period outside the core fanbase and leaks. Physical releases are leaked onto the internet without fail, through distribution centres, shops or reviewers someone will put it on the internet. RnB singer Beyonce this week released a new album out of the blue, no promotion or press release - it just appeared on itunes. Could this be the future?

These waters have been tested. Radiohead released their superb album 'In Rainbows' without a physical release and let fans buy it for whatever price they so desired. The album sold well and was critically acclaimed, being the first innovative release by a 'big artist' in the internet age but was far less popular than previous albums. Earlier this year Kanye West released Yeezus, an album marked by minimalism. Kanye did very little promotion besides a few tweets here and there and an ambitious array of projections around the world. It was his worst selling album out of his six releases so far. Would these example be a good way to build the new industry? It's highly unlikely, it may work for established artists with huge fanbases that can take the risk but for smaller and unsigned artists the benefits of this method would be muted.

Three days of sales saw Beyonce sell over 800,000 albums in the States making it the fastest selling record this year, beating out Lady Gaga, Katy Perry, One Direction and Mrs Beyonce. Is this proof the success and rise of minimal marketing? It is hard to say, Beyonce is renowned for having an extremely loyal fanbase from a wide demographic. Excitement driven from the shock announcement spread with vigour, with no teasers or singles to go off fans were eager to listen to the new record. Shock release have been proven to work for big stars in the music industry, but how would new artists do this. A post chillwave proto-punk band may see now benefit. It relies on an established fanbase and substantial hype. As such it probably will not be the future of the record industry, at least not for the majority of releases.