Writing Project 3
The relationship between social media and its growth and the album and its decline
What is the relationship between social media and its growth and the album and its decline? By Kylee Smith
In an era dominated by the ever-evolving landscape of social media, the traditional notion of the album's reign in the music industry has undergone a profound transformation. Society has shifted from music lovers who would eagerly anticipate the release of a full-length album, ready to immerse themselves in an artist's creative journey from start to finish. Instead, the digital age has now shifted to a culture of instant gratification and fleeting attention spans, where music fans are less inclined to devote sustained time to exploring an artist's complete body of work. This paradigm shift poses a significant challenge for established artists accustomed to the longevity of album cycles, as they navigate the current social media trends. Yet, amidst the frustration felt by big-name musicians, the broader question emerges: what do we, as music enthusiasts, forfeit in this accelerated consumption model?
Social Media and Brain Stimulation
Although there is a direct correlation between the rapid rise of social media and the impatience of music listeners, this phenomena has allowed for a generational change in the way music is consumed by listeners. One change is the focus of music videos and brief song clips instead of in depth album releases. Social media has created dopamine junkies out of any individual with access to a cell phone, tablet, or laptop. Our brains are in constant need of something new and fresh, which is why apps like Tiktok, Instagram, and YouTube have created platforms for short videos and “reels” readily accessible to us. How does this relate to music consumption? Music companies and artists who understand this circumstance are able to find the most success in reaching large audiences. For example, music videos dominate the music scene because it allows for visual stimulation to be paired with the act of listening. Two to three minute music videos are the easiest way to captivate listeners, and allow for monetary profit for artists. The most watched music video on Youtube has 8 billion views, a feat that has never been done through the distribution of physical copies. This is all due to the rise of social media and the impact it has on the human brain.
Some of the most successful mainstream music has found growth through the previously mentioned social media platforms. As time has passed, music videos have grown to be too long for ideal stimulation. There has been a new adaptation in order to retain viewership and monetization of music. The rise of TikTok videos, Instagram reels, and YouTube Shorts, have allowed for dwindling attention spans to consume music. Artists have figured out how to pair snippets of their song with a captivating visual (ranging from a couple seconds to one minute max). This visual can be a quick dance trend, vlog, highlight etc. and consumers are able to watch and listen repeatedly in a short duration. These short “music videos” give listeners the dopamine hit and have replay value for artists to make more revenue.
The stimulation the human brain needs, especially in the younger generation, has grown to be so immense that streaming services like Apple Music and Spotify have created interactive album covers for listeners. Whenever an album is selected on one's phone or device, most album covers will now have a certain movement pattern on a loop to captivate the listener. Whether it be passing clouds in the sky, an animation of the artist on the cover, or colors flashing on the screen, something is done to stimulate the listeners brain for quick retention. Animated album covers were seemingly unheard of and unthought of prior to the 2000’s, because technology had not made as big an impact on the brain as we see today.
No longer black and white
Decades ago, the music industry operated in a simpler, more straightforward manner. Artists would create their music, promote it through traditional channels, and rely on fans or street buzz to drive sales. The anticipation surrounding the release of an album was huge, as music lovers eagerly awaited the opportunity to experience the artist's latest work in its entirety. With limited technology available at the time, listeners were encouraged to fully immerse themselves in the music, playing CDs or vinyl records repeatedly and savoring each track without the option to skip songs as readily as today. When we talk about the art of an album, it’s exactly this. The release date of an album was a significant event, symbolizing the culmination of an artist's creative expression and generating excitement that would endure as long as the music itself. Artists were able to turn their talent and experiences into stories that unfolded through the work of their album. Paul Simon discussed on the Smartless podcast the excitement that used to happen when being able to memorize an album from top to bottom. Now, people often listen to the whole album only when it's a fresh release, then after that, it's more about replaying their favorite tracks. Delving into the feelings and tones that exude from an album has become a lost art over the years. In the absence of social media and higher technology, this was forced upon listeners to engage deeper with artists and their work.
Beyonce gets REAL about the Music Industry
Beyoncé on the decline of albums
In a recent interview, music icon Beyoncé voiced her concerns regarding the current state of the music industry, lamenting the rise of what she refers to as a "brainwashed society." As an artist renowned for her meticulous attention to detail and commitment to crafting cohesive albums, Beyoncé expressed frustration over what she perceives as a shift towards prioritizing quick singles over the creation of high-quality, cohesive bodies of work. In her view, this trend reflects a broader societal reliance on instant gratification, fueled by the rapid accessibility of music through digital streaming platforms. Beyoncé's remarks underscore a deeper concern about the impact of technology and media on the consumption of music, noting how the proliferation of social media has led to a culture where fans are more focused on artists' personal lives than the artistry of their music. From an artists’ perspective like Beyoncé, the essence of music lies in its ability to connect on a deeper, more profound level with listeners—an aspect she fears is being overshadowed by the relentless pace of modern media consumption. As one of the industry's most revered figures, Beyoncé's candid commentary serves as a thought-provoking reflection on the evolving landscape of music in the digital age and the enduring importance of artistic integrity amidst the noise of contemporary culture.
Record labels just want the money
As much as record labels play a role in controlling what signed artists put out, the one thing they care more about is the money that comes in. Record labels only care about the overall goal of music consumption. So when posing the question of what matters to labels when putting out an album over a single? The answer is all of it: Albums,
EPs, singles, mp3’s, CDs, streams, vinyl, YouTube views, internet radio and terrestrial radio play, etc. As long as the work is selling and bringing in attention and revenue, most labels could care less about the art of an album. Today, the new Billboard 200 chart measures sales to millions of album “equivalents” rather than selling millions of individual pieces of work or albums. According to a web article written by Todd McCarty, 10 digital tracks is equivalent to 1 album or about $9.99 gross, and 1,500 streams of singles can bring in that same amount of gross revenue. This shift in perspective, from traditional sales metrics to album equivalents, enables the industry to gauge financial performance more comprehensively in the era of digital and streaming platforms.
Relevancy and Competition
A number of factors can be argued to be the decline of the album, but as discussed, social media is one of the main players in this downfall. Reason being is that it has forced the current generation to be in constant competition for relevancy amongst peers. Social platforms like Instagram, Twitter, Snapchat are all hotbeds of people competing to show off who is outshining who and who is the most relevant in society. This relates to the music industry because the easiest way to keep a constant buzz and relevancy to your name is through the production of hit singles, rather than a complete album. Artists and labels understand that one viral song or music video can keep your name or brand prominent in the masses. A hit single can be attached to an Instagram post or TikTok video and become viral, resulting in money made for the artist and popularity. This feat is very rarely accomplished through album release, so up and coming artists tend to focus on putting out singles hoping one will become a hit single.
Staying relevant and having a song go viral not only adds to the A-List persona on social media, but it also is the quickest way for artists to bring in large amounts of revenue. Streams across social media platforms like TikTok and Instagram also make an artist money at a smaller rate. All these streams totalled together can generate millions for an artist. For example, according to an online web article on TheTab, Megan Thee Stallions song “Savage” has created $330,000 in royalty revenue solely on Tiktok since being released. This is not including streams on other platforms, further empowering artists to focus more on relevant singles than complete albums. Music fans today are less willing to give artists a sustained amount of time, which makes us wonder what do we lose as people who enjoy music?
Part 2:
When writing my WP3, choosing the genre was quite easy once I was able to narrow my topic down to one thing. My WP2 focused on the broad topic of social media and technology as a whole, and its impact on our attention spans today. In WP2 I referenced Beyonce as a source, who talked about how our attention spans have caused a shift away from albums and more toward singles. I then decided to expand on her ideas and look at how the growth of social media correlated with the decline of albums today. Diving into the topic of music, I decided to choose my genre to be a magazine article for music lovers. This genre was chosen primarily due to its dynamic nature and its ability to effectively engage readers while conveying complex ideas. Music today is a way of expression and can be posed as a casual bridge between generations. Discussing new age technology, social media, and music calls for an audience of younger individuals who have a passion for music.
Stylistically, a music article in a magazine embraces a blend of informative discourse and creative expression. It often adopts a conversational tone, inviting readers into a dialogue rather than presenting information in a detached manner. This style allows for a more engaging reading experience, enabling the audience to connect emotionally with the subject matter. Formatting conventions within a music article typically involve a clear structure with sections and different headers throughout. It often incorporates quotes from artists, industry insiders, and experts to provide additional perspectives and insights. Additionally, the inclusion of multimedia elements such as images, videos, or audio clips is common to enhance the reader's understanding and experience.In writing my article, I adhered to these conventions by structuring it in a manner that guides the reader through the exploration of the relationship between social media and the decline of the album format in the music industry. I began with a captivating introduction to hook the audience's attention, followed by an in-depth analysis supported by evidence and expert opinions. I incorporated opinions from artists and industry professionals to provide firsthand insights into the topic, enriching the narrative and lending credibility to my arguments.
Music articles can cater to a diverse range of audiences, from avid music enthusiasts to casual listeners, industry professionals, and scholars. It serves as a bridge between the artist and the audience, offering a platform for discourse, critique, and appreciation of music in its various forms. For my article, I aimed to address a broad audience encompassing both music aficionados and individuals interested in the intersection of technology and culture. By delving into the impact of social media on music consumption habits and the evolving landscape of the music industry, I sought to engage readers in a thought-provoking discussion about the implications of these changes. My choice of audience reflects the widespread relevance of the topic and the desire to spark dialogue and reflection among those invested in both music and media.
In reflecting on the evolution of the music industry, it becomes evident that we are witnessing a profound transformation in the way music is consumed, experienced, and appreciated. Decades ago, the release of an album was not just a mere event; it was a cultural phenomenon, a moment eagerly awaited by fans worldwide. Artists poured their hearts and souls into crafting cohesive bodies of work, inviting listeners on immersive journeys through their music. The art of an album is not only in its individual tracks but in the meticulously curated sequence that conveyed a narrative or theme, allowing listeners to feel on emotional journeys. The decline of the album format is not merely a casualty of technological progress but also reflects broader societal changes, in an era characterized by constant connectivity and fleeting attention spans. Amid these changes, it is essential to acknowledge the enduring value of the album as an art form—a testament to the creative vision and narrative storytelling prowess of artists. While the way we consume music may continue to evolve, the timeless allure of a well-crafted album remains a testament to the enduring power of music to captivate, inspire, and move us.
In conclusion, the genre of a magazine article provided the ideal framework for exploring the intricate dynamics between social media, the album format, and the evolving role of artists and record labels in the digital age. By leveraging its stylistic and formatting conventions, I crafted an article that not only informs but also inspires critical thinking and dialogue, underscoring the enduring significance of music as a cultural phenomenon shaped by the forces of technology and society.
Bibliography
Admin. “Should Artists Be Releasing Singles Instead of Albums or EPS? - Free PDF.” Band Builder Academy, 14 July 2021, bandbuilderacademy.com/should-artists-releasing-singles-instead-of-albums-eps/
“Harry Styles, Dua Lipa and Doja Cat: What Viral Tiktok Songs Banked in Royalties, Ranked.” The Tab, 26 Feb. 2024, thetab.com/uk/2024/02/26/harry-styles-dua-lipa-and-doja-cat-what-viral-tiktok-songs-banked-in-royalties-ranked-354669.
Kamińska-Paciorek, Sandra. “The Ultimate List: What Are the Highest Earning TikTok Songs?” Nibble, 9 Nov. 2021, www.nibblevideo.com/2020/12/viral-tiktok-songs/.
Todd McCartyOver the past two decades, et al. “Singles vs Albums - the Dilemma - Heat on the Street Marketing.” Music Marketing and Promotion, 14 Mar. 2023, www.heatonthestreet.com/singles-vs-albums/.
Todd McCartyOver the past two decades, et al. “Singles vs Albums - the Dilemma - Heat on the Street Marketing.” Music Marketing and Promotion, 14 Mar. 2023, www.heatonthestreet.com/singles-vs-albums/.
Youtube - Most Viewed Music Videos of All Time, kworb.net/youtube/topvideos.html.
Accessed 27 Mar. 2024.