I already said it, but I'll say it again. There's nothing unusual about a band releasing merchandise before they release new music. And if they do that, I think waiting at least two, and probably more like three months for the announcement of new music is realistic. This is a good move for all parties involved.
What's new in the story is that
Warp Publishing has joined Impel. I think that now more than ever, it's a matter of not only pleasing the fans, but also all the financial stakeholders. By releasing merchandise first, loyal fans are rewarded and there will probably be a lot of sales (as evidenced by the
message on the Bleep site, which shows that sales are going well).
At the moment, merch is all we can buy. Now we have a short period of financial breathing space before we can buy new things. It goes without saying that it is financially very unwise to announce everything at once, as this sometimes forces people to choose what to buy and what not to buy. Spreading everything out is safer, especially in this order. Suppose they had started with the new album and only later released the merchandise? From a financial perspective, I think that would have been weak. The idea here is that you first offer something tangible to the fans, make a good profit, and then you know that you'll make a good profit later on again because everyone will buy the new album without hesitation.
So yes it's also about the money. But not only that. It can be about the money AND about the start of a new album promotion at the same time. And that's where I think we stand. And let's not forget the following albums also released later in the year: Twoism, The Campfire Headphase, IABPOITC, Hi Scores.