Leona Lewis poses for a ‘Glassheart’ promo pic.

Since her blockbuster debut in 2008, Leona Lewis’ career has been gradually declining and this week it reached an all-time low. The former ‘The X Factor (UK)’ champion’s latest single, ‘Lovebird’, has tanked and failed to even rank in the top 200 of the Official UK Singles Chart.

The lowest-ranking song among the top 200 entries on the UK Singles Chart sold 600 copies last week but it still out-performed ‘Lovebird’. On the other hand, Lewis’ previous single, ‘Trouble (Ft. Childish Gambino)’, peaked at #7 on the lineup before quickly losing steam and the ‘Glassheart’ album stalled at #3 on the UK Albums Chart.

According to Digital Spy, poor marketing was the core reason for the failure of ‘Lovebird’. The song did not receive an official release and it simply sent to radio on the “impact day” of December 9th. Unfortunately, despite Lewis’ numerous performances, there was little incentive for radio promoters to support the track so ‘Lovebird’ was widely ignored.

Lewis needs to fire her team, rebrand her image and develop more innovative ways to promote her music beyond just a string of performances on daytime talk shows. There is no reason for a single as strong as ‘Lovebird’ to flop if it was marketed correctly and quite frankly, it was handled poorly.

The video for ‘Lovebird’ is basically CoverGirl advertisement, Lewis missed several key opportunities to promote the song via ‘X Factor (UK)’ and even many of her own fans lost interest when they released that nobody else cared about the music. Although the material is sonically appealing, the visual aspects of her branding fell short.

How did Lewis promote ‘Lovebird’ via social media? Were there any avenues for her fans to get involved in the campaign, such as a venture similar to Rihanna’s effective Facebook games? Was the song placed in adverts or televisions shows like Adele’s singles? Really, this isn’t rocket science but Lewis’ camp clearly have their heads in the clouds.

Thoughts?