On Tuesday morning, the astonishment that greeted the release of David Bowie’s first single in a decade seemed almost universal. The shock was not merely that Bowie – long since presumed retired – was back, with an album, The Next Day, to follow in March; it was that one of the biggest stars in the history of rock music had managed to spend two years making a record without even a hint of rumour reaching the wider world. This in an age of cameraphones and gossip websites and social media. “We haven’t seen this before, a real legend dropping the announcement, the music, the photographs, everything in the blink of an eye,” says Tim Ingham, editor of music industry magazine Music Week. “At 66, he’s run the whole machinery of the music industry and the music media ragged, and he’s run social media ragged too. Social media by its very nature demands facts or – in the absence of facts – speculation; if it doesn’t know, it’ll make it up itself. But the lack of chatter enhanced the PR impact. In terms of a basic product announcement, which is all this is, he’s come back with more of a media… Read full this story
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