There was a time when the release of a new album was a monumental event. The anticipation would build for months, with fans eagerly awaiting the moment they could get their hands on a physical copy. The buzz would start with a lead single, followed by magazine features, and interviews, along with a televised live performance and music video. As the release day grew nearer, music lovers would be exhilarated and would have to choose if they would pick the album up when the record store opened, just before it closed, or chuck the good old sickie to go, pick up, and listen to the highly sought after release. It was, truly, an event.

Today, however, the landscape has changed dramatically. With the rise of streaming services, social media, and the fast-paced nature of modern life, an album release often feels like just another blip on the radar. The cultural significance of the album release cycle has been diminished, replaced by a constant stream of alternative content that competes for our attention. Yes, singles and associated music videos are still being released in the modern era, as is the interview and appearance schedule of an artist, but the mystique and water cooler talk is lost the moment the latest cute cat video comes across your feed. Even the name “feed” is a disgusting term that can imply gluttony as we seemingly can’t get our fill. Is it not time to change our perspective and begin to realise just how unnecessarily pointless most of the content we consume on a daily basis actually is?

Part of the problem in the modern era is the ease with which the music is delivered to us. Don’t get me wrong, there is no way I could undertake my project of exploring the history of recorded music; one album at a time, if it were not for music streaming. The problem is, however, that there is no longer an investment of time or excitement on behalf of the modern-day music lover. In the past, we’d wait patiently for the music to be played on the radio, or we’d rush down to the record store to pick up a copy on 7-inch vinyl, CD, or Cassingle. We’d even sit patiently, watching a plethora of music videos, waiting for the new song to be shown on Video Hits or Rage; Australia's counterparts to MTV. In essence, dear reader, it required something of the listener for it wasn’t merely a passive background element but one that was in the forefront of our psyche. Of course, this is but part of a larger issue that needs to be discussed, so grab a coffee, and join me, as we explore the evolution of album releases, examining the factors that have led to this shift and what it means for both artists and listeners in the modern era as well as into the future.

The Build-Up: From Mystery To Instant Gratification

In the past, the build-up to an album release was a carefully orchestrated process. Record labels and artists would tease fans with just enough information to create a sense of mystery and excitement. A single might drop months before the album, giving fans a taste of what was to come. Magazine covers and exclusive interviews would offer glimpses into the creative process, while posters and billboards would remind everyone that something big was on the horizon.

This slow-burn approach allowed anticipation to reach a fever pitch. By the time the album was finally released, it felt like a major cultural event. Fans would line up outside record stores, eager to be amongst the first to get their hands on and hear the new music. The physical act of purchasing an album added to the experience, as fans could hold the album in their hands, read the liner notes, and immerse themselves in the artist's world. Not only that, but these records connected our appreciation of music, in person, with fellow music lovers; the act of which created a deeper connection and meaning than merely sharing the interest via a social media post.

Contrast this with the modern era, where the concept of anticipation has been all but eradicated. With streaming services, such as Apple Music, albums are often dropped with little to no warning. Surprise releases, once a novelty, have become the norm. Artists like Beyoncé, Kanye West, and Taylor Swift have popularised the practice of releasing albums with little to no promotion, relying on their massive fanbases and social media to spread the word. They’re certainly not alone for it’s been a marketing strategy that dates back to Radiohead’s In Rainbows from 2007. Granted, this approach can generate a significant amount of buzz in the short term, but it also results in a fleeting cultural impact for the album. Without the months of build-up, the excitement quickly fades as listeners move on to the next thing. The album, subsequently, becomes just another piece of content in an endless sea of entertainment options.

The Role Of Streaming Services: Convenience Vs. Dedication

The rise of streaming services has been both a blessing and a curse for the music industry and music lovers alike. On the one hand, these platforms have made it easier than ever for music lovers to access and share new music. With a few taps on a screen, fans can instantly listen to an entire album, without ever leaving their homes. This convenience has democratised music consumption, allowing listeners to explore a wider range of genres and artists than was ever possible before.

However, this convenience has come at a cost. The ease with which we can access music has devalued the experience of listening to an album. In the past, fans would save up their money, make a trip to the record store, and spend hours poring over the album's artwork and liner notes. Many of us, especially when we were younger, had to make a critical decision for we’d only have enough money to buy a single album, but were perhaps interested in two or three. These limitations introduced value perception and created a deeper connection between the listener and the music.

Today, music is often consumed passively, as background noise while we go about our daily lives. The album has become just another piece of content to be consumed and discarded. The idea of sitting down and listening to an album from start to finish has become a rarity, replaced by playlists and algorithms that curate our listening experience for us. As you may have noticed, here at Subjective Sounds, there is a core focus on the album experience for a playlist of songs is akin to watching a series of movie trailers whereby we never truly engage with the entire body of work.

This shift in delivery and listening habits has also had a profound impact on the way albums are created and subsequently released. In the past, artists would carefully craft an album as a cohesive experience, with each track contributing to the overall narrative. Today, the focus has shifted to creating individual songs that can stand alone, as they are more likely to be added to playlists and reach a wider audience. That isn’t to say that artists are no longer interested in creating albums, for some exceptional records exist in the modern era, but it is somewhat of a dying art.

The Impact On Artists: Navigating A New Landscape

For artists, the shift in how albums are released and consumed has presented both challenges and opportunities. On the one hand, streaming services have made it easier for independent artists to reach a global audience without the backing of a major record label. Platforms like Bandcamp have allowed artists to build their fanbases and release music on their own terms.

However, this new landscape has also made it more difficult for artists to stand out. With thousands of songs being uploaded to streaming services every day, the competition for listeners' attention is fierce. The traditional album cycle, which included months of promotion and touring, has been replaced by a constant need to stay relevant in an oversaturated market. This has led to a shift in how artists approach their release schedule. Many now focus on releasing a steady stream of singles and EPs rather than full-length albums. Even mainstream artists such as Billy Joel, Guns N’ Roses, and Motley Crue have succumbed to the single song release, rather than releasing a lasting body of work.

Further to that, established artists continue to feel the pressure to innovate and adapt to the new musical landscape. The days of relying on a big album release to sustain a career are over. Today, artists must constantly create and engage with their fans, in order to stay relevant. This has led to a rise in collaborations, remixes, and deluxe edition reissues, as artists look for new ways to keep their music relevant. This approach allows them to maintain a consistent presence in the market and keep their fans engaged. However, it also means that the album, as a cohesive body of work, is becoming increasingly rare and undervalued.

The Role Of Social Media: Amplifying The Noise

Social media has played a significant role in the changing landscape of album releases. Platforms like Instagram, Twitter, and TikTok have given artists direct access to their fans, allowing them to share new music, announce tour dates, and engage with their audience in real time. This has democratised the relationship between artists and fans, allowing for a more personal connection.

However, social media has also contributed to the devaluation of the album as an event. With so much content being shared every day, it can be difficult for an album release to cut through the noise. Artists are now competing not just with other musicians, but with influencers, brands, and any viral trend for their fans' attention. This has led to a shift in how albums are created and marketed. In the past, the focus was on creating a cohesive campaign that built anticipation over time. Today, the focus is on creating a viral moment that can capture the public's attention, akin to Rick Astley’s Never Gonna Give You Up.

This has led to an increase in gimmicks, stunts, and shock tactics, as artists look for new ways to stand out in a crowded market. All one needs to do is look at the provocative nature of Katy Perry’s latest releases to know that she, and her marketing team, are utilising the age-old sex-sells approach, thereby diminishing her creativity, her music, and the associated album’s importance. But, how else is a talented artist, such as Perry, meant to stand out amongst a never-ending stream of social media updates?

Nostalgia And The Return To Physical Formats

Despite the dominance of streaming services, there has been a resurgence of interest in physical formats like vinyl records, cassette tapes, and CDs. Even the iPod is experiencing a renaissance as music lovers are actively seeking to block out the noise of the modern era. This trend is driven in part by nostalgia, as older listeners seek to recapture the magic of buying and listening to music in a tangible form as well as permitting a more focused and less distracted approach to listening to music.

Vinyl, in particular, has experienced a significant revival with increases continuing year over year since 2007. This resurgence has been fuelled by a desire for a more immersive listening experience, as well as the appeal of owning a physical piece of music history as some consider the vinyl record akin to a piece of music merchandise, rather than a music playback format. Regardless of intent, from a buyer’s perspective, the vinyl record is forever delivered in a linear album structure and if nothing else, it reminds music lovers that a series of songs, sequenced and arranged in an album format, as per the artist’s original intent, is an idealistic way to experience the art form.

In a digital age where everything is easily accessible, and social media becomes increasingly distracting, vinyl offers a way to connect with music on a far deeper level. The act of playing a record, even with its pops and crackles, creates a sense of ritual that is missing from the instant gratification of streaming and for many listeners, the experience of listening to an album on vinyl, from start to finish, is a way to fully immerse themselves with the art of music.

That all said, while the resurgence of vinyl and other physical formats is a positive development for the music industry, and the appreciation of an album as a whole, it remains a niche market as streaming still dominates as the majority of listeners consume music via subscription services. The challenge for artists and labels is still to find a way to create meaningful, and lasting, experiences for listeners.

The Future Of Album Releases: Finding A Balance

As we move further into the 21st century, the music industry will continue to evolve and while streaming is here to stay, it isn’t the only consideration for the world’s modern musicians. Yes, the traditional album release may no longer be the cultural event it once was, but there’s still a desire among both artists and listeners for a more meaningful connection to music. The challenge is finding a balance between the convenience of digital streaming and the immersion of physical formats.

Yes, we can point to even newer technologies, such as virtual and augmented reality, that aim to provide interactive experiences that extend beyond the music itself, but that kind of application has been tested thoroughly since the 90s with none having a lasting impression on music lovers around the world. Icehouse did it, via a Floppy Disk, with Big Wheel and Soundgarden with the CD and Enhanced CD-Rom format for Alive In The Superunknown. More broadly, the music industry started to introduce the CD-Extra format; a format that included bonus visual and computer-based elements, such as music videos, that utilised the leftover storage a CD wasn’t using. It was remarkable at the time and did bring you one step closer to the music you loved, but as with many technologies, such as the Floppy Disk and CD drives being removed from modern computer platforms, such technologies are no longer relevant. Even Apple’s iTunes LP, a solution to the problem, has long been discarded; a shame considering just how revolutionary the idea was and how perfect it would be in the modern streaming era.

No, dear reader, new technological advances aren’t the solution. The only way to move forward is to once again focus on the album experience and we already have formats that can deliver that experience. Now, I’m not suggesting that songs or playlists aren’t important, but traditional formats encourage the album concept as being a cohesive body of work, rather than merely a collection of individual songs.

While streaming services still highlight albums, the focus has definitely shifted to playlists. Where artists can change the tide, even if only slightly, is by focusing on concept albums as a cohesive body of work, rather than an album made up of a collection of random songs. One of the most recent and rewarding concept albums has been The Weeknd’s Dawn FM; a masterpiece that is very much an album experience while also permitting individual song appreciation. It’s clear, by this example, that one need not fail for the other to succeed as The Weeknd proved that both an album and song experience can coexist in the modern era. What needs to stop, however, is the individual song release sans an album or EP release to later accompany it.

Granted, the days of blockbuster album releases will likely remain in the past, but there are still ways to recapture the magic and the concept album may be our best bet. Add to that a more traditional release schedule and what you’d have is high anticipation for longer, resulting in greater meaning and appreciation from music lovers the world over. Artists, labels, marketers, and music lovers also need to slow down. We need to embrace the music before moving on to the next and ensure that the album experience is not minimised in our busy and cluttered lives.

Conclusion: Embracing Change While Honouring Tradition

The music industry, artists, and music lovers have experienced significant changes over the past few decades, and the way we experience and value albums, and their release cycle, is a reflection of these shifts. What was once a carefully orchestrated event has now become a more casual affair, driven by the demands of the digital age; one that never pauses long enough to allow us to reflect and look forward to the new music being released.

Of course, fans can’t merely rely on artists, labels, and the industry to bring about change for it is up to us, those who appreciate the album format, to seek out and share album experiences. It’s time we slowed down and savoured the album experience rather than allowing ourselves to be distracted by a plethora of options, of which very few are paramount to our appreciation of music. By embracing both the past and the present, we can ensure that the album continues to be a meaningful and impactful part of our lives for years to come.