Ellie Goulding's widely-anticipated new single "On My Mind" has been purposely withheld from YouTube and SoundCloud. The singer's record label explains the purpose is to drive more traffic to monetized services, and only a 30-second YouTube clip has been released so far.
Ellie Goulding is one of the biggest pop stars recording these days, and her star is still on the rise. The English singer/songwriter's soothing tones and electronic productions have captured the attention of U.S. audiences as well as international ones. Her latest single, "Love Me Like You Do" from the film 50 Shades Of Grey, expanded her fan base and cemented her chart success around the world, and her recent collaboration with top DJ/Producer Calvin Harris on his track "Outside" continued her reign as one of the leading ladies of the EDM/Club scene.
With Goulding's latest studio album, Delerium, set to debut on Nov. 6, her label Polydor has released her first single from the collection, "On My Mind." The track is produced by top hitmaker Max Martin, who has produced everyone from Britney Spears to Katy Perry, Taylor Swift and Maroon 5. Martin was also responsible for Goulding's biggest hit, "Love Me Like You Do," so fans are eager to hear their new song.
The opportunity to do so, however, is more limited than usual, as Goulding's label is applying a new tactic similar to One Direction's approach with their latest single "Drag Me Down." "On My Mind" has not been initially released to YouTube or SoundCloud, and is currently only available for streaming on Spotify and Apple Music. The reasoning basically comes down to one goal: money.
"We want to drive traffic to monetized, legitimate streaming and consumption services rather than non-chart eligible, non-monetized ones," stated a Polydor rep.
In order to do so, the company has prepared a 31-second YouTube snippet. The tease is intended to drive listeners to either Spotify or Apple Music, links to both of which are prominently featured.
That doesn't mean YouTube won't ultimately feature the song in its entirety. In fact, the VEVO video for the song will premiere on YouTube this week, where it's sure to garner millions of views as opposed to the snippet, which, at last check, hadn't even broken half a million.