This is a very personal take, but I try to avoid Big Releases.

And when I haven’t, I’ve always regretted it.

Making a big song and dance about a song (or anything we hype up) means that our personal expectations and hopes are of course heightened, and the potential for disappointment so much greater. Not just for ourselves, but for anyone else involved, and particularly for the listeners, who might want to like the latest new song, but find that actually, on this occasion, they’re really not very keen on it.

When it comes to releasing creative material I prefer to drip feed, as and when the material is ready. It’s not very spectacular, but it keeps my focus on the songwriting, the recording and the enjoyment of the whole process. And afterwards, any reactions to it feel more authentic and meaningful.

I’d rather somebody else, and not me, said…”blimey, that’s bloody, brilliant mate”.

The Big Release begs the question, but might get the wrong answer.

nb. I don’t mind telling folk that I’m planning to try to fly to the moon though. That’s a different kettle of fish. I want to be held to account by somebody if I don’t live up to my promises. And likewise, I don’t struggle with the announcer giving the performer a big build up, as long as it’s realistically big, and believable.