Time and time again, I have heard people say that Frank Ocean is overrated. That the prolonged wait for his second album (FOUR YEARS) was just a marketing ploy that took advantage of committed fans, that Blonde didn’t live up to the hype he had created for his rumored album, Boys Don’t Cry. But Frank Ocean isn’t overrated at all—what he’s done, beyond Blonde and his visual album Endless, has begun to revolutionize the music industry.
Frank had a contract with Universal Music Group, which he fulfilled when he released Endless on August 19. Endless had little promotion—a live stream of a warehouse had been ongoing, but there was nothing really to promote it until one night, right before the release of Endless, a man assumed to be Frank walked into the room and began constructing a staircase. The release of his visual album freed Frank from his contract with Universal, and allowed him to release Blonde the very next day.
What Frank did is controversial, but it’s understandable. Given today’s current battle between streaming services and record labels, Frank wanted to have the freedom to put Blonde out essentially wherever he wanted. He signed himself to his own independent label, Boys Don’t Cry. This enabled him to release Blonde exclusively through Apple Music, and gives him the freedom to stream it through whichever services he chooses.
You might be thinking, “So what?” Well, if more artists follow in Frank’s footsteps (and other artists, such as Drake, Kanye West, Travis Scott, etc.), record labels run the risk of becoming obsolete. The point of a record label is to give structure for younger artists, providing support as they get their careers off the ground. Once they’re successful, these artists often have a team of people at the label who have stood behind them since day one. With a sense of loyalty and gratitude, the artist stays. But with streaming services and the power of social media, that’s becoming less necessary.
Chance the Rapper is a perfect example. He hasn’t signed with any major label, even though the superstar 23-year-old has every A&R executive after him. Staying independent offers a lot more freedom, like not having to negotiate just to work with other artists. He’s put out all three of his albums for free, instead making most of his money from merchandise and concerts. Perhaps the most important aspect of being independent is the freedom to put music out exclusively through streaming services.
Record labels don’t make nearly as much profit if they have to split revenue with a streaming service like Apple Music or Tidal. Not only that, but they can’t put out CDs, which are still popular in countries like Germany and Japan. And given that Frank Ocean mostly interacts with his fans online, streaming services might just be the way to go for him. He really doesn’t need a label to do much for him, since his fanbase is so dedicated on its own. After all, he kept us engaged for the four years leading up to Blonde.
Not only is Frank Ocean revolutionizing the music industry, but his newest album is simply incredible. His music is typically considered R&B, with Blonde falling in the categories of “psychedelic pop” and “minimalism.” His lyrics are nuanced, often having double meanings, sung or rapped over smooth beats and powerful keys. He features André 3000 on “Solo (Reprise)” for an epic verse; Bon Iver offers his melancholy vocals at the end of “White Ferrari.” And to top it all off, Frank Ocean just might be the only artist to secure Beyoncé as a backup vocalist.
So, no, Frank Ocean is not overrated. Misunderstood, perhaps. His incredible artistry has earned him a fanbase that is tight knit and dedicated, standing behind a musician that pushed back release date after release date to the point where we questioned the existence of an album. That wasn’t mean or manipulative of him; that was creative.
