“The Artistry Of The Album,” or “Timelessness Is Next To Godliness”

As right as Apple is about so many things, there’s one decision of theirs that I not only disagree with, but I’m downright offended by: iTunes’ default shuffle setting is “by song.”

There are plenty of theories about why and how the music industry is suffering. People pick fights with file-sharing, and I would be a disgrace to truthfulness if I said that it didn’t hurt their bottom line. Meanwhile, one of my favourites (it was cited in a discussion in my Film Studies class, but I have no idea what the original source is) is that the Walkman has started music’s d/evolution from an external community-builder into an internal source of pleasure.

People used to gather around a hi-fi system and listen to albums.

People now gather with their earphones in and listen to singles.

On the surface, this isn’t an issue. In fact, the music industry has adapted very well to this new model: hit artists are the ones that can churn out song after song that people will consume. These artists are the ones who are pushed by the record company, and these songs are the ones in rotation on radio stations and MTV. What the music industry is now facing, though, is an ugly truth:

Hit songs (and their sales) only last until the new hit comes along.

When’s the last time you heard Justin Timberlake’s “Sexyback”? Or Britney’s “Oops! I Did It Again”? What about Nirvana’s “Smells Like Teen Spirit”? More importantly, can you remember how you felt when you heard these songs? (Seriously, leave a comment. I want to know.)

Now, think back to the last time you listened to an album you enjoy. I wish I could name one here, but I’m afraid that my semi-obscure taste will drive you away (if you can think of a recent mainstream example of a well-thought-out album, let me know). What did you feel? What were you doing?

Singles are a great way to get the word out. Mixtapes and DJs will never die (for Bert’s great post about the importance of radio DJs, click here… It was inspired by a post by Bob Lefsetz, a new addition to my blogroll). But I have yet to see a trend of singles inspiring devotion to an artist. Discrete successes amidst loads of forgettable filler has never inspired a following — be it in business, academia, entertainment, or otherwise.

Well-prepared albums, however, are a great way for a band to go down in history (and not just the Billboard charts). When people think of Pink Floyd, they think of Dark Side Of The Moon or The Wall. The Beatles bring to mind Rubber Soul or The White Album. Neutral Milk Hotel is automatically and forever linked to In An Aeroplane Over The Sea.

Which approach do you think will drive more sales?

In the short run, people who still buy music will go pick up an album with “that song from the radio”. But when they listen to it and only find a song or two they like (that may not even spark an emotional reaction), how likely do you think it is that they’ll buy the next album from that artist, or even another one, instead of just picking up the track or two they like, be it legal or otherwise?

In the long run, people might be downloading their music, either as single tracks or entire albums. But when an album is released with a bunch of songs they love, songs that have inspired them, or songs from an artist they feel a connection with… What do you think they’ll do? Speaking from experience, both personal and otherwise, people have a much easier time parting with their money to own a physical piece of this “concept” or “feeling” they’ve come to love — even if they’ve already downloaded a copy.

When you’re writing your next album, or preparing your next presentation, or handing in your next paper… Are you going to release a “part of an album,” or just a “single”?