In
part one of this post, I looked at what iTunes and the closure of specialist music shops had done to cause the decline of the album. In part two, I am exploring the role of the media in the decline of the album and what artists can do about it.
A song can be amazing, but if music fans don’t know about it, sales of the song will be none existent. Marketing and PR companies acting on behalf of the artist used to tell the media about a new release who in turn would let fans know. The intention was to create a buzz about the release and get people interested enough to buy it.
Now with social media, an artist can reach fans quicker than the time it takes marketing to spread the word. It is great that artists can communicate directly with their fans. However, they may not be the most skilled copy writers to promote their work through social media. Tweets like “my new album is out, buy it now” soon become boring when tweeted ten times a day. All artists should be involved in promoting their work, but they have to make sure they engage their audience properly to create a buzz.
When I first started buying music I relied heavily on magazines like
Snoop and several websites which no longer exist. As well as telling me about new artists, they all regularly reviewed albums. The reviews were thorough, expressed opinion and I felt I could trust them. As well as praise, there was constructive criticism which helped me sort the hits from the misses.