Can’t really understand how one moment a person is hot, and selling out arenas, then the next moment they are not – this is in business, too.  How can a business be on top of the world one moment, and the next they’re looking for consumers.  While musical tastes change over time, surely a talented artist doesn’t wake up one day to find that their skills have gone – so how can it be that someone can disappear from the public eye? Or, even worse, appear to ‘fall off?’

Michael Jackson was one of the few artists that, though the times changed, people’s love for his artistry did not.   True talent is something that can never be denied, so long as it is not built upon gimmicks or simply manufactured. Fakes get found out. If an artist can develop their style as time progresses, yet still remain true to their core, there is no grounds why they shouldn’t enjoy a lengthy and successful career.

Of course it can be argued that Michael Jackson ‘fell off’ as the years went by, however this had less to do with his own music and talent as it did with the media perception of the King Of Pop. As his image became tarnished by bad publicity, his gross sales suffered and yet he still managed, right up until his death, to create excitement and prediction among his many fans.

Continuing to use the career of Michael Jackson as our example, he managed to always come with a product that was distinctly his – even when he changed his output with the times (from ‘Off The Wall’ to ‘Thriller,’ for example). While showing he was not a one-trick pony, he never moved too far from the style that he was known for and, in so doing, didn’t estrange his core fanbase. ï»¿ 

comparing this approach to that of someone who jumps on each and every latest trend and it is clear who will last. An artist who stays true to themselves will not sink as the latest fad fades.

However, there is another factor that many are afraid to bear in mind – and that is over exposure. In a world where no media attention can be fatal to a career, it is all too easy to feel that you must without end put out new product to stay in the public eye. However, when the product drops below standard it becomes more damaging than releasing nothing at all. Better to be continuously anticipated than to come out half-cocked and be deemed to have lost your touch. Just ask Dr. Dre, whose ‘Detox; album is so highly anticipated that his name remains in the minds of his fans years after his last release. Of course, such ‘dropping back’ means that, when you do return, it must be with a huge impact. Such a technique also only works if you are anticipated – there is little to be gained from dropping out of sight before you are actually recognized.

Falling back can prevent prematurely falling off, but it is a fine balancing act that must be played to prevent people losing interest. A decent marketing strategy, some secure work with your EPK, and a good publicist can help with this and keep interest up, even when you are not riding a brand new release. Make sure you play the game the right way and stay connected to your fans – without destroying your rep by constantly releasing sub-par material…