Taylor Swift decided not to stream.
When her new record was released recently, her label, Big Machine Label Group, pulled all of her songs from the popular music streaming site ?Spotify.
Spotify, along with millions of Swift’s fans, were completely ?surprised.
The reaction to the pull is an example of how the music market has changed with our generation, and how it has positively and negatively affected artists.
We feel we have the right to listen to these works cheaply. We, the consumers, are often at the core of how these works are promoted.
As far as I’m concerned, we need to respect Swift’s decision. It was a business decision, not a personal one, and at the end of the day, she needs to make money, too.
The reaction to this business decision shows the entitlement our generation has toward music. We want to listen to any song anywhere at any time. We like instant ?gratification.
Through the use of social media, we do the marketing for music at no cost to the labels.
If you have a hard time believing this, simply log on to Facebook, Twitter or Instagram and search for the hashtag “1989.” Thousands of posts will appear.
Swift’s fans even did much of the marketing for her successful album.
This explains why fans might feel ripped off when they can no longer stream her music.
Our generation is the first to listen to music primarily through electronic sources.
Our generation is also one of the first to have ready and easy access to free music and music streaming ?services.
We rarely go to stores and buy physical albums anymore.
Despite all the incredible music that has been released in 2014, not one artist has managed to go platinum.
However, it was forecast that Swift’s new album would sell 1.3 million copies in the first week.
So far, her numbers are proving this to be true.
The immediate success could be attributed to smart marketing decisions, such as the elimination of the album on streaming sites.
When I could no longer stream my favorite Taylor Swift songs and I was itching to hear her new music, I did something I haven’t done in two years.
I purchased a full ?album of music.
I might have been one of thousands to purchase Swift’s music as a result of the absence.
We have to understand that although music contributes to all aspects of our lives, it is created to make money.
That is exactly what Swift’s album was created to do, and pulling her music from streaming sites has probably made her millions of dollars.
Swift’s label wanted to make money and break records.
If pulling her music from Spotify helps accomplish that goal, then good for them.
eshrack@indiana.edu
