|Chapter title||Songwriting, Visuality and Technological Determinism – Exploring Artistic Responses to Perceived Negative Effects of Streaming on Songwriting and Production|
The recording medium has an enduring effect on ‘idealised’ duration expectations of popular music songs. A more recently discussed trend over the last decade of overall reduction in recorded song length since streaming’s rise, possibly due to the introduction of metrics regarding skip rates, is perceived as having a ‘deleterious’ effect with artists ‘abandoning’ typical structuring elements in favour of perhaps ‘performing’ better within the streaming context. Some commentators refer to this as a consequence of audience ‘attention deficit’ and others due to algorithms and other related issues. Whilst a traditional critique discussing the ‘loss’ of autonomy and subsequent domination of creatives by a consumption technology would be indicated, instead this writer would argue that rather than having a stifling effect, artists are driving creative responses to this situation. Artists explore and challenge traditional song architecture by the incorporation of a visual based extension thereby creating an overall, engaging piece. This chapter will explore creative applications of songwriting and production viewed as an active and positive response when negotiating processes that on the surface can appear limiting, lacking in autonomy and hegemonic in operation. This is an opportunity not just for business but for creativity and new ‘voices’.
|Keywords||Songwriting, Streaming, Technological Determinism, Production, Video|
|Book title||The Handbook on Music Business and Creative Industries in Education|