How to make your music last over time? This is the question that many artists are beginning to ask themselves. This is the main problem they face due to the voracious consumption of their albums and songs. Streaming platforms have established a dynamic based on ‘fast food’, better known as ‘always on artist‘. Basically, singers are rewarded and prioritized for making the greatest number of songs available to those on the other side, a consumer who devours without digesting and runs elsewhere to satisfy a craving that wants more and more.
This is a problem, of course. It establishes, as I said, a vicious dynamic that causes music to be treated as merchandise and not as what it is. And maybe nothing happens with a song, but with an album it’s a real bummer. It passes unnoticed and the event effect that has always been a long-term release is lost. The way of doing things in the streaming era corrupts deadlines and It makes artists internalize the idea that if they spend too much time lying fallow, they will be forgotten, banished from the industry in favor of others who do accept the rules and offer an all-you-can-eat buffet every Friday..
Fortunately there are still some, especially international divas, who do not let themselves be intimidated by the system that others have imposed and maintain their composure while abiding by their own rules. Ariana GrandeWithout going any further, in view of the fact that his fans were demanding more and more songs before the arrival of his album, he said on his social networks that he had ruled out releasing another single. She admitted that she had been tempted to do so, but she wanted her audience to wait patiently and experience the album, Eternal Sunshinein its entirety when the time comes.
Dua Lipa, Olivia Rodrigo, Miley Cyrus and Lady Gaga are other pop divas who continue to manage the times as they please. And it seems that, little by little, this speech is making an impact on the Spanish and LATAM markets. Popstars here and there have grown tired of their music being treated like fast food. That is why they have put together a method with which they manage to give a second life to those works to which they have dedicated so many hours, months and, sometimes, even years.
A method to educate the public to have moderate consumption in order to respect their music and ensure that, over time, it remains in the collective imagination
This method has been put into practice by Lola Indigo and Emilia and it basically consists of blocking a song from their albums. The fans know it exists, it appears on the Spotify setlist, but no one can listen to it until they decide to release it. Lola did it with GRX, the EP that delves into its Granada roots. The dual format album – it’s all collaborations – came out on December 15, but there was one, the feraturing with Saiko, that didn’t see the light until February 1, almost two months apart. Lola herself told in an interview the reason that had led her to do it: “There is one thing that makes me very angry with records and that is that people smoke them in a week. It doesn’t come out of my balls. “I don’t like to dedicate so much time and so much love and affection to an album so that people can smoke it in a week.” The Argentine Emilia did exactly the same with her .mp3. The album came out first and some time later it was exhibited Jet_Sethis song in collaboration with Nathy Peluso.
Emilia and Nathy Peluso in Jet_Set.mp3
Although it is not the solution, this method is a good way to give continuity to those albums that are so fundamental to their discographies and mean so much to them. It is a good way for that consumer to return and rediscover that piece to which, perhaps, they did not pay as much attention due to the happy desire of wanting to have it all now. There is still a lot of work to do, but I hope this method put into practice by Lola Indigo and Emilia becomes fashionable and educates the public to have moderate consumption in order to respect music and ensure that, over time, it remains in the collective imagination..
