Adele’s Manager Says Her ’25’ Rollout Was “Purely About The Voice,” Talks Touring & Streaming
The follow-up to 21 was always destined to be a mega-seller, but Adele’s manager Jonathan Dickins wasn’t taking any chances. He recently spoke to Billboard about his famous client and shed some light on the brilliantly-executed 25 rollout. “Generally when people do teaser campaigns they make it about branding, either a logo or, in the case of Daft Punk, their helmets,” he says. “I wanted to flip that on its head and make it purely about the voice. It was very simple, but I was confident it would work.” It did.
Another key decision was giving streaming a wide birth. “Never did I imagine that we would have sold 10 million records before Christmas, but I do believe that we still have a physical business and I don’t think one-size-fits-all with streaming,” the British powerbroker reveals. “I’ve got artists that go day-on-date to streaming services, and I’ve got artists that don’t.”
With the highest-selling album since 21 in the can, the next step is touring. “There was obviously talk at times about ‘Why are we not going bigger and playing stadiums?’ If we’d gone to theatres again, there is no way that she could have done it… so we had to step it up. Organically this is the right move and she’ll absolutely kill it.” Why the smaller venues? “For me, Adele harks back to the great old-school entertainers where it’s more than just someone belting out songs. There’s a charisma and a personality. Not every artist has got that, so you play to their strengths. But Adele has got it in abundance.”
[Via Billboard].
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