For my last piece of the semester, I think it only makes sense for me to touch on the way that we consume music and what it means to be a responsible fan. The industry has changed dramatically over the last couple of decades, and it has created a very different landscape for consumers and artists alike. As such, being a responsible music fan in the world we live in now means something very different from what it used to.
At this point, I’d like to ask my FBI agent to stop reading. When I first started to expand my taste in music, before the advent of streaming services, I torrented albums off of the internet without a second thought. My Itunes library was completely filled with music I’d stolen. The reasoning for this was somewhat sound; I was not about to pay for an album I wasn’t sure I would like and might only listen to once. Once my tastes started to take shape however, my rampant theft became something that I thought about a little bit more. Foster the People’s Torches and Vampire Weekend’s Modern Vampires of the City did a lot for me over the course of a couple of months, and I came to the realization that despite the amount of mileage I had gotten out of these records, I had done nothing for the artist. This made me feel a little guilty, so I made a point of purchasing pieces of merchandise from both acts. I tried to continue to do this for the artists that I felt did the most for me, but far too many fell by the wayside. For a barely employed high schooler, this was simply all I could do.
With streaming services like Spotify and Apple Music now taking center stage, supporting artists becomes a little more of a grey area. Sure, whichever streaming service you pay for pays the artists, but more than 99% of audio streaming that takes place is exclusively streams of the top 10% of most streamed tracks. This is a normal geometric distribution, sure, but that fact offers little solace for the band making mere dollars for the thousands of streams they are receiving. At the same time, top artists are making an absolute killing in this environment. Lil Uzi Vert even delayed the release of Luv is Rage 2 because the lead single was making him absurd amounts of money on a daily basis. Why release the album when the one single you released is netting you more than the cost of four out of state years at PSU?
The most popular artists will always make more money, this goes without saying. That being said, many would argue that the rise of streaming has only increased the disparity between the superstar and the up and comer. In this sense, streaming services are failing consumers of independent and underground music by paying these artists peanuts for the material they work so hard to produce. The statistic that I brought up earlier really drives this home, and raises some interesting concerns. If 99% of what people are streaming is only the top decile of popular music, what incentive do services have to carry the bottom 90% of music on their platform? One could argue there isn’t much of an incentive outside of the odd one hit wonder out of left field that could blow up from the massive catalog, but it is a very real possibility that some of our favorite artists could be dropped from streaming services in the future for simple lack of mass appeal.
So while streaming music is undoubtedly here to stay the primary medium of consumption, make a point of buying that concert ticket and ordering that t shirt you’ve been eyeing. Artists are relying more and more on tours and on merchandise to survive, and your streams are not enough to keep your favorite bands going.