Does Anticipation Ruin Everything?

​Why too much hype is never a good thing


I'm increasing concerned the new Frank Ocean album might be a bit of letdown. Let me explain - I'm a huge Channel Orange fan. Huge. Since it's release in 2012 it's been on my most played list on Apple Music. 'Fertilizer' has become the anthem to almost every party I host. 'Sweet Life' gets me through most Monday commutes. And I see Ocean as a god among many men (any doubters may I refer you to his new Calvin Klein advert above). 


Clearly I have been desperate for his new music. So when two years ago (two long cold years) it was announced via Tumblr that a new record was coming - the anticipation began. Then earlier this summer I all my hopes were raised when Ocean posted a photo on his website boysdon' (the supposed name of the supposed album) with a date due card alluding to a July release. It's now August... And Still. No. Album!


The problem is – as each day of this two-year period passes and the hype gets fiercer - my expectations for said album is growing. And now, well, I'm expecting something colossally epic. I've pretty much got it pinned as the album that will define my entire life. I'll have it played as the first dance at my wedding, never tire of it being the soundtrack of every day, and have it on for the procession at my funeral (perhaps I will even ask to be buried with the CD case). That's some high expectations to match - ones even a god of Ocean's stature might not be able to meet.

This isn't the first time my high expectations have ruined something. It happens often when people rave about a film - then I go to the cinema (buy a special  bag of toffee popcorn) and the the film is just OK.

In fact I'm not alone - one of my colleagues complained just this Monday that we'd ruined Finding Nemo for her. Yes, she said, it's a lovely film. It just wasn't the 'most adorable film she'd ever see' as we'd all sworn it would be.

Beyonce seems to have the right idea of how to deal with this problem. Drop an album out of nowhere. No build up, no hype - just wham, bam, clear your morning as you'll be re-watching dreamy shots of Serena Williams dancing and singing along to the lines 'sorry'. The end result? You're happier than you ever thought you could be because you didn't see it coming. 

And so back to Ocean… New rumours now say the album will be dropping on to Apple Music this Friday via a conceptual live-stream. Of course I'm fully re-aboard the hype-train, scouring social feeds for more information. Will it be everything I'm wishing for? Well, I can but hope.  

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