On 6August 1999, Bowie began releasing 45-second snippets of each song on BowieNet and gave track-by-track descriptions, which was followed by a square-by-square reveal of the album cover during the ensuing month. On 21September,
Hours appeared in its entirety on BowieNet available for download, making Bowie the first major artist to release a complete album for download through the Internet. Bowie stated: "I am hopeful that this small step will lead to greater steps by myself and others, ultimately giving consumers greater choices and easier access to the music they enjoy." Some music retailers were critical of the move. The British-based retailer
HMV announced: "If artists release albums on the Net before other people can buy them in the shops, it's not a level playing field. Records should be available to everyone at the same time, and not everyone has access to the Internet," and "It's unlikely that we would stock the artist in question. Retailers are not going to stand for it." Buckley states that with the internet release, "Bowie had accurately foreseen the revolution in the music industry that would be brought about by the download generation." "Thursday's Child" was released as the
lead single from the album on 20September 1999, backed by "We All Go Through" and "No One Calls". Various remixes were also issued, including a 'Rock Mix'. It reached number 16 on the
UK Singles Chart. The song's music video, shot in August and directed by Walter Stern, reflects the introspective mood of the song, depicting Bowie gazing at a younger version of himself through a mirror. "The Pretty Things Are Going to Hell" first appeared as an A-side in Australia and Japan in September 1999, replacing "Thursday's Child" as the first single from the album. The video was directed by
Dom and Nic and shot in New York on 7September. It depicts Bowie rehearsing the song on stage while being confronted by various characters of his past, reflecting the theme of wanting to avoid being confronted by his own past.
Hours received an official CD release on 4October 1999 through
Virgin Records. In Japan, "We All Go Through" appeared as a bonus track. It was a commercial success in the UK, peaking at number five on the
UK Albums Chart, becoming Bowie's highest chart placement there since
Black Tie White Noise (1993), but dropped off soon after. In the US however, it peaked at number 47 on the
Billboard 200, becoming Bowie's first studio album since
Ziggy Stardust to miss the top 40. Elsewhere,
Hours reached the top ten in France, Germany and Italy, and the top 20 in Japan. "Survive" was released as the third single from the album on 17January 2000 in a new remix by the English producer
Marius de Vries. It reached number 28 in the UK. The music video, directed by Walter Stern, features Bowie sitting alone at a table waiting for an egg to boil before he and the egg start to float; it reflects the reflective quality of the recording. For its release as the fourth and final single on 17July 2000, "Seven" appeared in its original demo form along with remixes by de Vries and
Beck. This release reached number 32 in the UK. ==Critical reception==