Charlamagne: Urges Nicki Minaj to Not Abandon Pop
During a recent interview with VLADTV, Charlamagne gave a quick review of Nicki Minaj‘s recent promotional single “Lookin A** Ni***” While he likes the record, he hopes that Nicki doesn’t only do “Street Records” for her new album.
He relives the most recent interview “The Breakfast Club” had with her at Power House, the star wouldn’t even allow them to say the word “Pop” around her.
The Golden Grenade’s Thoughts
Nicki and her team wants to place the blame of ‘Roman Reloaded‘s’ lack luster sales on her pop records. They believe the pop singles made her hip-hop fans not buy the album.
While part of that may be true, it was her team’s handling of the album that ultimately drove people away from the album.
Roman Reloaded has barely sold 900K since it’s 2012 release, while her debut album “Pink Friday” enjoyed sales just shy of 2M.
While Nicki Minaj was much more of a household name during the Roman Reloaded era, ultimately the album sold less than half of it’s predecessor.
The promotional campaign for her second album was a mess. The star waited until the week of release to promote her project, limiting herself to pick and chose media outlets when she could have hit them all, if she started promoting weeks before like her label mate “Drake”
The album was originally slated for a February 14th release but was pushed back to a new date of “April 2nd“. Everyone knows that pushing back an album usually dampens the original hype.
In a sympathetic plea to fans, she released the album’s lead single “Starships” on February 14th instead. The star debuted the track on the Ryan Seacrest Show and the rest is history.
The single debuted in the top ten of the Billboard Hot 100, where it stayed for 21 consecutive weeks, becoming the star’s best selling track to date.
With a song this massive why were the sales of it’s album so lack luster?
It’s because Minaj wasn’t consistent, ‘Starships‘ remains the only track from Reloaded that was promoted. The remaining singles released barely got any attention from Minaj and her camp, getting one or no commercial performance.
Minaj scheduled “Champion, Marilyn Monroe, Automatic, and Young Forever” as singles then scrapped them, many of which were fan favorites. Eventually the star stopped promoting the project, hoping a re-release could mend the deviation caused by Roman Reloaded‘s sloppy promotional campaign.
What Minaj should have done was take a page from Beyonce‘s “I AM Sasha Fierce” promotional campaign, a project that would have ran into the same problem if it weren’t presented properly.
First off, Roman Reloaded should have been a double disc album, separating the Pop and Hip-Hop elements.
Then, two the star should have released double singles. The two tracks would have be sent to radio at the same time promoting the album towards two different fan bases at the same time.
Then her hip-hops wouldn’t feel like she’s feeding them scraps like the did upon the release of both “Beez In The Trap and Right By My Side“.
Strategically it works, just as it did for Beyonce when she wanted to separate her Pop and R&B tunes.
If, Minaj focuses on quality over quantity this time around, this era could bring her even greater sales than that of “Pink Friday“. But, she has to promote her album, choose the right singles, promote those singles and strategically plan out this era.