As SZA's 'SOS' rules the charts despite the holiday noise, TDE president Terrence “Punch” Henderson earns the title of Billboard’s Executive of the Week.
The success of that release has been no accident. SZA’s fans have been patiently — or not so patiently — waiting for the follow up to her critically and culturally acclaimed 2017 albumfor years and, over the course of 2022, have been eating up each single that SZA has released, with “I Hate U,” “Shirt” and, lately, “Kill Bill” all seeing huge success not just at streaming but also at radio as the release date crept nearer.
The key decisions were picking the songs and literally putting them out. The people have been waiting for SZA’s next offering for a long time. It takes time to create quality art that will last and really stand the test of time. That’s what we aim to do every time. Once it got to a comfortable space, we put it out and the people responded.
Everything is the rollout. Every time we drop a single we attach another record to it just to keep people engulfed in what’s to come next. That’s something we’ve been doing since 2014. Once we got the album concepts pretty much locked in, I wanted to start sending out some clues for the core fan base. So we loaded the “Shirt” visual with a bunch of bread crumbs hinting at what’s to come. Then the Morse Code thing to further the conversations surrounding the album.
Again, the main thing we can do is provide the music. It does what it does after that. The streaming team and radio team do a great job at pushing the records, but they need the records first.
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