Multi-platinum selling songstress Adele is ready to continue building on the success of her ’21’ album with her next single â “Set Fire to the Rain.”
Originally, it was expected that the next single would be “Rumour Has It,” but her label decided to capitalize on the huge success of “Set Fire to the Rain,” according to Billboard.
“Our research found more programmer preference for ‘Set Fire to the Rain’,” says Columbia Sr. VP/promotion-adult formats Pete Cosenza. “Both ‘Rumour’ and ‘Fire’ came back strong, but ‘Fire’ was a bit stronger.”
He continues, “It’s a better plan to go with ‘Fire’ over ‘Rumour’ at pop and adult radio. Everyone, from radio to the buying public, seems to be on board.”
To date, “Set Fire to the Rain” has already peaked at #72 on the Billboard Hot 100. The single will go for radio adds at adult pop, adult contemporary and triple A on November 21st, followed by a push to pop radio in December.
Recently, Adele underwent surgery due to a vocal cord hemorrhage. The British singer is expected to make a full recovery.