Last week saw Katy Perry charge back onto the solo circuit with new single ‘Never Really Over.’ And it appears the track forms part of a fresh strategy for the singer.
Speaking to The Sun (who she played three new songs to), Perry revealed that she won’t be going on tour anytime soon. She said:
“I don’t really want to go on tour right now. I can’t make a record while I’m on the road because one thing suffers.”
With tours typically supporting a new album, her reasoning may initially confuse some. After all, wouldn’t any such tour be for a new album rather than precede one?
Her comment becomes clearer when she added that she’s no longer waiting to release new material. No more of the *single-album-tour* formula. Per Perry, it’s now “more authentic” to drop songs as and when they’re ready. She explained:
“I feel a little bit like 2008 was a time, and now 2019 is a totally different time, and all of the change that has happened in between that, it’s a totally different playing field.
I mean, you have to rewire and relearn.”
Cynical us sees this as a crystal-clear reaction to the underperformance of her last LP ‘Witness.’ Essentially a “I struggled to sell an album last go round, so don’t want to be seen to be making much effort this time.”
But then again is that a bad thing?
To her point, times really have changed and she’s by no means the only Pop star who’s had a rude awakening and is now having to readjust to a new climate. A climate where the primary rule is that there are next to no rules.
It’s almost commonplace now to throw out songs (solo, collabs and all else in-between), garner the streaming momentum, and then leverage that towards launching a live push.
On the one hand, it’s hemorrhaging the “album” as a format. Yet, on the other really is the way artists – new and known – are surviving these days. In Katy’s case, it also helps deconstruct the pressure of staging a comeback that atones for the tanking of ‘Witness.’ Now, she can re-establish success via singles – no matter how many it takes.
So kudos to Ms. Perry for doing what she arguably needs to do.