Hold That Drop: Why December Is a Music Release Dead Zone

Between holiday playlists and end-of-year burnout, December just isn’t built for new music drops. Here’s what’s really going on.

We can all agree – A lot happens during the holidays, as soon as Thanksgiving arrives (even as early as Halloween), it seems that the world shifts solely into the happenings of the season. From dinners to gift exchanges to simply being around the ones you love, it can be a time of emotion and reflection.

What does this mean for music? We obviously know that holiday music is blaring through every store you enter. Mariah Carey is fully defrosted (lol), and we embrace that nostalgic sense of familiarity one might feel from hearing their favorite (or least favorite) holiday song. If you are an artist or an avid music lover, you may notice music releases starting to shift. Maybe your favorite artist just put out an original Christmas song you’ve been bumping, or perhaps you notice an old classic re-enter the Billboard charts. 

Either way, let’s talk releases. It is an unspoken rule in music not to release in December. While it may be tempting to put out your last works before the new year, it might be a better bet to save them up, and here’s why:

1. Less People are Listening to Music

Holiday music is everywhere, people are reminiscing- this is the perfect recipe for Holiday and old music to resurface in people’s queues.

What does this mean for your original music? It is possible that it may not receive the same amount of listenership that it might gain from releasing at any other time of year. In order to maximise your releases, it might be beneficial to drop at a time when more people are listening to new music.

2. Less People are Paying Attention

Gift shopping, hanging out with loved ones, these are all things that most tend to get up to during the holidays. In all of the hustle and bustle, audiences may not have as much time and attention to devote to new music. As mentioned previously, if people are listening to music, it is likely that it could veer on the end of holiday or nostalgia. This is something to keep in mind, as the season does pull people in many different directions at once.

3. Utilize Your Down Time to Plan!

Holidays can be used as downtime to strategize your New Year releases!

If you are a manager, artist, or even just a music lover curious about this topic, being strategic in your releases can be a benefit. Since most have time off at some point during the holidays (and even if you don't), the lax energy of the season can be used to plan your calendar for the year ahead. Take advantage of this season where everyone is eventually slowing down and keeping quiet, as it could greatly benefit your productivity and success in the New Year. 

LONG STORY SHORT: We love the holidays and all that they bring. The good, the wonky, and everything in between. However you choose to spend this Holiday Season, we hope it is filled with love, light, and good music. We can’t wait to see all that you create, or listen to this Holiday and into the New Year.