Bring Back R&B for the Yearners
Summer Walker has dropped new music. We are so back!
When it comes to R&B that makes you feel like the first three weeks of a new relationship, Grammy-nominated artist Summer Walker just gets it. Her latest single, “Heart Of A Woman,” marks the first drop from her highly anticipated album Finally Over It, which is set to complete the trilogy with her previous albums Over It (2019) and Still Over It (2021).
Newly released, the lyric video might just melt you. It features Love Island USA Season 6 winners, Serena Page and Kordell Beckham, whose real-life love story complements Walker’s raw, emotional storytelling.
It’s almost like Summer’s music isn’t just sound; it’s a moment, a vibe, a little slice of Black romance culture that resonates deeply with her fans - always. The decision to feature Serena and Kordell—young, successful and still reeling from their Love Island victory—is perfect. Walker continuously taps into relevant cultural moments and leverages this in the visuals and sounds for her artistry. Her music celebrates the ups and down of all love stories, from the kind that feels timeless to the one that has you sliding down the wall crying.
Summer's marketing is as effortless as it is strategic; she doesn’t have to shout, because her fans are already doing the talking.
The best part? Summer's music speaks to a core group of fans who get her - the real yearners. She’s not worried about wooing the masses or going viral; she’s laser-focused on the lovers, the die-hard R&B fans. Without the played out dancing trends, Summer has gently marketed her upcoming album and her cult following has done the rest. They understand her sound, her soul, her vibe and they support it, endlessly.
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In typical fashion, we have key takeaways for creatives, particularly musicians and marketers looking for help with their next drop:
Find your tribe and speak directly to them. You don’t need to appeal to everyone that listens to music — just focus on connecting with listeners who feel your music, who resonate with your message and who will champion you because they genuinely vibe with your sound.
Authenticity is your best marketing tool; when you create music that’s true to you, your fans will do the rest.
It’s easy to fall victim to the need for virality and ‘success’ on TikTok and TikTok alone .. but play the long game.
The end.
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