Navigating the modern music landscape: are we losing the heart of creativity to streaming?

A vibrant street scene with a large crowd of musicians playing together, as colorful city lights illuminate the lively atmosphere.

The music industry is undergoing a monumental transformation, primarily driven by the emergence of streaming platforms. These services have made music easily accessible, yet they also prompt a crucial question: are we losing touch with true creativity? With endless music available, many people argue that streaming encourages a type of passive listening that sacrifices deeper connections with artists and their work.

In this post there will be sport references, I guess to make my considerations easier to digest.

Let me start saying couple of things to make you better understand where I come from. I belong to a different generation where autotune didn't exist, and Internet wasn't as prominent as nowadays. Plus I come from a music world where precision is ( or was) a key factor and below 100% of precision meant a debacle in terms of performance. Just to give reference, if in basketball you shoot with a 45% precision you're considered a phenomenon!

To this I could add that to enter the music business you had to have studies under your belt: music theory, playing an instrument and practice and practice and practice was the daily motto. There were no sample or loop to buy and assembly to make music: everything came out of your heart, brain and hands on an instrument, plus pencil and paper... and erasers!

Writing music was a long process, hours mastering your skills, lots of trial and error. This reflected on the fans as well that they experienced somehow the same journey.

The Shift from Albums to Playlists

Not long ago, purchasing complete albums or spending hours browsing through local record stores was a cherished experience for music fans. Each album was a carefully crafted journey, immersing listeners in the artist's emotions and stories. It wasn’t just about the music; it was a holistic experience that enriched our appreciation of the art.

Then in the past 20 years things changed with the arrival of streaming platforms ( and other contributions!).

Today, curated playlists dominate modern listening habits. Major record labels and algorithms have steered our focus from entire albums to a barrage of singles. According to a report from Nielsen, physical album sales have dropped by nearly 80% in the past decade, highlighting this shift. As listeners scroll through an endless parade of playlists, they often follow algorithm directions somehow, in my opinion, losing the curiosity to look for something different, because it's already presented in front of their eyes. Some can call it laziness some can call it practicality: your call!

The convenience of playlists provides quick satisfaction, but it raises an essential question: Are we genuinely connecting with the art?

The Culture of Instant Gratification

Streaming platforms have fostered a culture of instant gratification. With a simple touch, a song is available for our enjoyment. However, this rapid consumption may somewhat dull our appreciation of the art itself.

For example, a new single might dominate the charts for just a week, only to be replaced by another catchy hit shortly after. A study found that the average lifespan of a song in the top 10 is about two weeks. This fast-paced cycle allows listeners to chase fleeting trends, often overshadowing the depth and thoughtful expression that define musical artistry.

The Rise of Viral Sensations

Social media has revolutionized the music scene, enabling artists to go from unknown to famous almost overnight due to viral trends or catchy hooks. While this whirlwind success can be thrilling for musicians, many fleeting sensations fade quickly especially because they raise to success not for musical reason but out of mockery ( I let you think what's the case!)

For instance, a TikTok challenge might propel a song to viral status, but numerous artists who experience this phenomenon find their follow-up releases fall flat. They often feel pressured to replicate formulas for viral fame, sacrificing their authentic sounds. Instead of focusing on expressing their unique identities, many artists get caught in a race to stay relevant amid trends that change like seasons. And in my opinion that's a wrong attitude: if you feed the algorithm or always comply with demands, sooner or later you'll become part of the system and I'm pretty sure you'll lose the identity that will be shaped by the trend of the moment.

Music’s Evolution or Devolution?

In this algorithm-driven music landscape, I wondered if true artistry and craftsmanship still held value. Or were we allowing playlist numbers and viral trends to decide what music gets heard? That's make me think, when everybody talks about evolution, if this is really evolution or rather devolution and not only in music: we rely on technology for any basic thing. Of course there are big benefits like speeding up some processes but how much are we using our brain? How long knowledge stays with us rather than be disposed for the next thing? As I said it's a delicate balance between pros and cons, in my opinion.

The Historical Context of Musical Creation

Historically, musicians created from a place of necessity. Music was a means of sharing personal stories, navigating emotions, and connecting within communities. It served as a vital medium that fostered genuine connections between artists and audiences. Professional musicians were people that dedicated their lives to music, it wasn't a hobby due to the need to express themselves. Hours and hours of practice and gigs to improve your skills. For example if I play tennis on the weekend that doesn't mean that I will compete next week with Jannik Sinner: i'm just a person that enjoy the game and that's it, I can't consider myself a professional player.

Recently, however, the focus appears to shift somehow due to the easy entry that exists. You have a computer, you pay for a music distributor, you buy some gears and samples and it's done: you can distribute the music you created even if you have no idea what notes are or how an instruments works! But you are out there with musicians that made history and earned their place. Of course you feel entitled then and it's not your fault if you feel in that way, it's the environment that allow you to believe it.

Many creators now prioritize engagement metrics over authentic expression. This trend can lead to a diminishment of artistic integrity. When artists begin chasing likes and streams rather than pouring their hearts into their work, the music can feel insipid: lacking the richness that comes from sincere storytelling.

Back in the days artists create music on and on and after they earned their spotlight they started repeating the formula ( let's call it in this way.... I really mean the particular sound that make you identify that particular artist). Nowadays the goal is to find the winning formula right away and repeat on and on until it works and then... puff.... gone and no one remember it. I feel the world is a little upside down!

True Artistry Will Persist

Even amid the rapid changes introduced by streaming and social media, I firmly believe that authentic artistry will always find a way to shine through. There will always be artists who value their craft over fleeting trends. These creators invest their souls into their music, ensuring their art resonates deeper.

Finding these artists may take more effort in an age obsessed with viral fame, but the rewards of a genuine musical connection are well worth it. When we strive to seek out artistry over mere popularity, we can celebrate the creativity that lives within those bold enough to share their truths. At the same time it's difficult for artists to find the right audience because of the overwhelming amount of music available and that's why it's important to directly connect and share with people you know when you find a gem in the rough.

At least this is what I'm trying to do it because I'm a little tired of social media and that's why I invite you to join me in my journey if you like what you are reading, subscribing for my weekly blog.

Join here!

Finding the Balance in this music landscape

So how can we navigate this landscape while keeping the heart of creativity intact? It begins with us, the listeners. Here are a few practical suggestions:

• Explore Full Albums: Dedicate time to listening to entire albums rather than simply streaming singles. This practice can help you engage meaningfully with an artist's intentions and themes.

  
  

• Support Independent Artists: Actively seek out and champion independent musicians. Attend their shows or buy their merchandise, as this tangible support can significantly impact their journeys.

  
  

• Engage Intentionally: Avoid mindless playlist scrolling. Take moments to immerse yourself in the music, allowing for deeper emotional connections.

  
  

• Encourage Diverse Sounds: Broaden your musical horizons by experimenting with various genres and styles. You may find that some of the most genuine creativity emerges from unexpected sources.

  
  

Keeping the Heart of Music Alive

As we traverse this rapidly changing music landscape, we face the challenge of finding a balance: embracing the ease of streaming while nurturing our connection with music as a true art form.

By reflecting on our listening habits and engagement with artists, we can safeguard true artistry and creativity for future generations. While the essence of creativity may feel threatened, each of us has the power to seek authentic connections and experiences that transcend time-sensitive trends.

Let’s celebrate and keep the heart of music alive, allowing it to inspire, challenge, and unite us within our communities.

P.S: next week might be an interesting topic, stay tuned!