Aside from Jay Z, there’s no artist who has adjusted to the changing fabric of the music industry as successfully as Justin Timberlake. That being said, it’s no coincidence that the two have spent so much time working together in 2013.
From respective album features to a joint “Legends of Summer” tour, Hov and JT are killing it in the business savvy department; so much so that some, even myself, have questioned the role of music amidst all the money they’re raking in.
It was reported that the creative process for Timberlake’s The 20/20 Experience took only 20 days, with the album premiering just three months after announcing it back in January. Would this be considered a rushed project in the music industry? If you’re Timberlake or album producer Timbaland, maybe. Moreover, it’s important to note that Live Nation reportedly gave Timberlake $20 million back in 2009 on promises of a future tour, and there’s no better way to launch a tour than with a preceding album to gain hype.
Does this all mean that 20/20 was a disappointment? Both sonically and lucratively, no. As a whole – especially weighing in on part one of the installment – the album was good. A “rushed” project cannot taint the level of genius that is brewed when Timberlake and Timbaland work together, but as far as longevity of the project is concerned, it’s certainly no FutureSex/LoveSounds.
The 20/20 Experience World Tour kicked off in Brooklyn a few weeks ago and has been greatly received thus far. Timberlake is one hell of a performer and has a hit resume longer than most of his peers, so despite what any of us might think of his business ventures, we shouldn’t expect anything less than a premium live experience whenever his name is involved. Make sure to head over to JT’s website to check the tour dates and catch him in a city near you.