“Tyler, you are by far the most interesting single-serving friend I have ever met.” ~ Narrator (Ed Norton Jr.) in Fight Club
Elvis and other early rock-and-roll singers of the ’50s offered their music in bite-sized portions via the record single. These offerings had one song on each side, with the primary hit on the top of the record, A-side, and a ‘lesser’ known song on the bottom, B-side. In the 1960s, the release of singles evolved into a full record release, where artists would put six or more songs on a record. The Rolling Stones are a good example of a band that started out releasing music in singles format, and ended up producing albums. Ten to twelve songs became the standard record heft, which is still common today. However, since the rise in popularity of all things i from A—iPod, iPhone, iTunes—there has been more of an emphasis on the rock-and-roll single again.
Digital and internet marketing has probed, as a composition and consumer product, what music is. Inherent in this discussion is the conflict: art versus commodity. Rock music, like many other artistic endeavors, is both—at least for musicians who desire to make a living from their music. Musicians must have an internal conflict of offering their music piece meal, that is song by song, versus in album format. As convenient, inexpensive and potentially beneficial to hook new listeners, I lobby against marketing the single.
To me, a song’s meaning and power is twofold: as a composition on an individual unit scale, and as part of a composition of other songs on a record album. To excise a song from its full context destroys a significant part of its value, and renders it a completely commercial construction. My belief is if a song was meant to be understood and enjoyed as a stand-alone composition, it would be offered as such; there would be no album, no name or cover art. But songs relate to something—their creator, current society, its influences—and they record and tell stories.
Clearly the holistic relationship of the parts-to-whole matters or groups would not give an album, or more specifically, would not give it a name that shares a specific track’s name. A singer that has a song and album share a title must feel differently, maybe that the title track has a very strong identity that shapes or dominates the record. Either way, they are aware the music exists in reference to itelf as a singlular song, and in relation to the other songs contributing to a whole, as part of an album.
The malleable format of music recording has played with the boundaries of the container of music. From A and B-sides, we grew to album sides whether on vinyl, eight-track or cassette. The format for distribution required a physical break in the music, and a flipping over of the medium to listen to the other half. CDs changed that: all songs played continously from beginning to end, unless there were two discs. Maybe sometime we will be able to burn 500 minutes on a CD and two discs will become one. No matter. The musician / artist crafts their message with the medium taken into account.
Single song sales disrupt the art of the album, even if you can purchase the album as a whole. To primarily market music as single song pieces is a fundamental shift from selling an album. Buying an album is a commitment, a statement that you are trying something out and want to listen to an musical artist’s message. Whereas, buying a single song means nothing; it is shallow, disposable, a trivial taste test. The phrase I’ll try anything for a dollar comes to mind.
When someone scans an iPod and sees “Karma Kameleon” it can easily be explained away, rather than if you found Culture Club’s entire Colour By Numbers album loaded. There is judgement involved. One song means nothing; ten, however, do. When you buy an album, you buy in to the artist.
Or maybe the bite size sample of one song redefines what it means to be a fan of a band. Maybe owning the equivalent of one album means you are a fan, whereas in the past, you wanted everything ever released to prove your allegiance.
Single song purchases allow some music to be more accessible. It was tough to part with your cash for an entire album of an ’80s one-hit-wonder; but for a buck, you could cherry-pick the one nugget worth anything (“Take On Me”) and have that gem forever without the baggage of possessing the entire album (a-ha’s Hunting High and Low).
This is all moot, however, because songs matter in their context and should not be allowed to be cut-and-pasted so easily. There is a sanctity for the music album that is ignored with the iTunes music purchase model. You may be able to buy an entire album, but it is set up around single servings.
The problems are three. First, the integrity of the album as a composition is destroyed, which is the context in which the musician intended you to listen to the music. Songs are meant to fit into an album, a collection of related songs, and they are to be listened to together. To buy one song is to listen to the first movement of Beethoven’s Fifth Symphony: you may get the pop nugget everyone knows, but you don’t get the artist or the idea behind the composition, or his music. And this is a lot of lost meaning and artistry.
Second, song popularity becomes a chicken-or-egg scenario. Do people listen to the music and buy based on popularity, or does the music offering format determine what is purchased? Music albums were released and the more popular songs were requested on radio stations. Then individual songs were released before the album was available, driving up interest in the album. Heavy play meant more sales of the album.
If the album format is done away with commercially, and only three songs are offered for purchase (from what would have been a ten song album), how are those determined? The commercial format then becomes Darwinistic, affecting which songs become popular. In the past this did not matter because all interest drove album sales, but now it is every song for itself. The rest of the album may not even hit the internet for sales because no one gets to hear the other seven songs to judge their quality.
Third, determining which songs are good or more specifically which will be popular is very, very difficult. If it were easy to judge talent, every record label would have all hits and no misses. The bands themselves are notorious for not knowing what will hit big. U2′s song “Hold Me, Thrill Me, Kiss Me, Kill Me”, a catchy pop hit used in the Batman Forever soundtrack was a supposed throw-away from the Zooropa album sessions. This is one of dozens of examples. Some bands even loath when certain songs they hate hit it big. REM dislikes performing “The One I Love”, quite possibly their most popular song.
As a corollary to this: buying song-by-song precludes the possibility of discovering a song on an album the general public has not discovered or does not find popular. Many friends of mine enjoy finding songs that are better than the ones released or receiving heavy play on the radio or internet [see previous paragraph]. You get a chance to discover it, digest it without public hooplah, and own it. I think most albums I own have better songs than the ones that became popular. Using REM as a case study again, “Country Feedback” is a great song on Out of Time, and one of the group’s favorites. They love playing it live, but most people would only know and request ”Losing My Religion”, “The Radio Song” or “Shiny Happy People”.
Artistically, the argument is huge. What would any of the great concept albums be—The Who’s Tommy, Pink Floyd’s The Wall, Radiohead’s Ok Computer—without the context of the other songs to tell the story? The non-popular songs on any album are not useless filler; they are not the water chestnuts in your Chicken and Snow Peas over sticky rice.
Where does this take us? My main thesis is that, until artists come out publicly and release music as single songs, i.e. do away with music in album format, songs should be sold by the bunch naturally. The format of music releases may already be in flux, just as Radiohead offered an album on the internet under the premise the fans will assign it value and pay accordingly. Some songs are already only available for purchase as singles.
It will be interesting to see if things come full circle and we go back to single-focused music releases. One thing is certain: old schools of organization and marketing and new schools of thought are colliding, which will produce something probably none of us have seen. Stay tuned…pun intended, of course.