The impact of a diverse musical landscape on sub-cultures and the changing role of genre in the streaming era
As Spotify launches its annual Wrapped campaign, where users discover the songs that dominated their listening habits over the past year, it’s clear that the music streaming platform’s catalogue is as diverse as ever. With around 100,000 new tracks uploaded daily and over 6,000 genre classifications, the notion of genre is evolving in the digital age. This article explores how the increasingly diverse musical landscape has impacted sub-cultures and the role of genre in the streaming era.
Genre as a virtual community
Genre has long served as a way to categorize music and create a sense of community among listeners. US journalist and music critic Kelefa Sanneh notes that genre provided a way for individuals to connect with others who shared their musical interests, even before the internet. It also served as a marketing tool for companies and radio stations, allowing listeners to pledge their loyalty to specific genres and stations.
Breaking boundaries with genre fusion
One artist who rejects the limitations of genre is Murkage Dave, known for fusing different genres to create his unique sound. Growing up in East London, his music tastes were shaped by the pirate radio stations he listened to. However, he believes that genre has become less relevant in the streaming era. He argues that the music industry cares more about genre than the fans themselves, and that the infrastructure of the industry no longer reflects the way listeners consume music.
The dwindling tribalism of music
While music remains a social experience, Sanneh suggests that tribalism has diminished in the digital age. In the past, scarcity and cost encouraged fans to coalesce around specific scenes. However, genre still plays a role in charting the development of sounds, as seen in the celebrations surrounding the 50th anniversary of hip-hop. Old categories and communities still matter, sparking debates over the identity and rules of specific genres.
The rise of individual fandom
With the rise of streaming services, listeners are increasingly identifying as fans of specific artists rather than fans of genres. This individual fandom creates micro-genres based on the fan communities surrounding a particular artist. Sara Sesardic, an editorial lead at Spotify, notes that the company has had to adapt its strategy to focus on building communities around artists rather than fitting them into genre stereotypes. Artists like Taylor Swift, Rihanna, and BTS have become their own sub-genres, attracting dedicated fan bases.
The fluidity of genre in the streaming era
While genre remains a key part of how Spotify recommends music to its users, the streaming service acknowledges that genre is becoming more fluid. Artists are creating music that defies traditional genre boundaries, and listeners are becoming more open to exploring different types of music. Spotify aims to react to these changes, ensuring users have the best experience by matching them with the right tracks at the right time.
Conclusion:
The streaming era has brought about a shift in the importance of genre in the music industry. While genre still serves as a way to categorize and recommend music, it has become less relevant to fans who are more focused on individual artists and their communities. The ever-expanding diversity of the musical landscape and the rise of personalized playlists indicate that genre may eventually become obsolete. As artists like Murkage Dave strive to be recognized for their work rather than being confined to a specific genre, the industry must adapt to the changing needs and preferences of listeners.
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