NEW YORK,september 26,2023 – The music industry is grappling with a shift in how albums gain traction,as evidenced by the contrasting fortunes of rising pop stars and established artists like J. Cole compared to the promotional battles of the past.
The Era of the Album Event Is Fading
Contemporary artists struggle to replicate the cultural impact of album launches from the early 2000s, facing a fragmented media landscape and the dominance of streaming services.
- The shift from album purchases to streaming subscriptions has fundamentally altered music consumption.
- New albums are frequently enough lost in the constant influx of new music on streaming platforms.
- Artists like taylor Swift and Drake have found success by adapting to the new media economy, but remain exceptions.
- A defining hit and a captivating storyline are increasingly important for album success in the streaming era.
A rising pop star, released “Before I Forget” earlier this month to lukewarm reviews and modest sales. Within two weeks, the album appears destined to be discarded, with some songs gaining streaming traction while most fade into obscurity. A deluxe edition is highly likely to follow, offering a temporary boost before the album once again disappears from public discourse. Like “Don’t Be dumb,” “before I Forget” lacks a defining hit and a captivating storyline, diminishing the incentive for listeners to experience the album as a cohesive work. (the album’s appeal may be heightened for those following Laroi’s recent breakup with Tate McRae.) Even J. Cole, who has been teasing his upcoming album, “The Fall-Off,” for years and recently announced a release date, faces uncertainty about generating sufficient excitement to elevate his record to a major event.
A key difference between promoting an album today and in the past lies in the ephemeral nature of contemporary music consumption.Instead of purchasing an album, listeners now subscribe to services offering access to virtually all music ever created. new albums are presented alongside countless other songs on editorial and algorithmic playlists. If a listener enjoys a track, they can add it to a personalized playlist, effectively turning the album into a collection of individual songs rather than a unified experience.This cycle is relentless; a week later, new releases replace the previous week’s playlist entries.(the “surprise drop” strategy, popular in the early to mid-2010s, has lost its impact in the streaming era, as albums can easily get lost in the constant influx of new music.) While some artists can transcend this cycle, they are the exception.
Adapting to the New Landscape
Taylor swift has achieved remarkable success by strategically releasing numerous vinyl, CD, and cassette variations of her albums, coupled with merchandise drops.Drake, conversely, has embraced the transience of the new media economy, flooding the market with content through platforms like Twitch and short-form social media. Notably, both Swift and Drake established their fan bases when the album format still commanded attention-when purchasing a record meant a deliberate investment and repeated listening.
