The Power Of Music To Do More
The consumption of audio content continues to accelerate as our digital lives evolve - accessible anytime, anywhere, for any occasion or mood. But are we sitting at the precipice of a new era for the music industry, as artists and platforms start to realise the potential and responsibility they carry in creating more societal change and equitable futures, when we need it most?
Music has been, and always will be one of the great means of human expression. Stories, told through music. Stories of love, heart break, success, prejudice, oppression, freedom, abuse, wealth, health and of course, sex.
At it’s core, music is all about discovery and connection. We all know the feeling we get when we discover an artist or a track that connects with us. It could be in our headphones while working, sitting in traffic on the radio, it could be on the dance floor - when we are connected to music, we just feel more. We feel our emotions, our loves, our losses, our joys and our excitement. This discovery has the power to throw us back forth - connecting us to nostalgic memories, places and people on one end, propelling us forward into hopes and dreams of the future and what it could be on the other.
It really is an amazing thing.
And today it’s so easy. No more digging around in vinyl crates, no more trawling through CD stands, no more illegal recording of the top 40, no more eyes glued to MTV. Nope, it’s all algorithmic now, innit.
The market leader, Spotify changed the game. No doubt about it. Their sophisticated algorithm could almost lay claim to knowing your tastes better than you do. Being an avid user of the platform I can confirm that this is not far from the truth. And in a world where we’re controlled by the tech giants and their algorithms, it’s felt like this is one I’m down with, one that adds significant value in my time poor life.
“We use music and song to educate toddlers, and to reaffirm beliefs in religion, why does it feel like it degenerates so poorly in pop culture, could we not use the medium to educate adults about more pressing matters?”
Since it’s inception in 2008 the platform has flown. The numbers are nothing short of staggering. 381 million users. 70 million songs. Available in 171 markets. And now it’s more than music. With nearly 3 million podcasts the platform is using audio to connect with more people, in new ways.
But then last week something interesting happened, which made me think about the role music, and audio could play in building more equitable futures.
Neil Young, one of the greatest musicians of our time removed his music from Spotify - not because of a contest on royalties and fees to artists (that’s a whole other story), but in protest against the platform allowing one of it’s most influential ‘artists’, Joe Rogan, to spread misinformation regarding Covid on his podcast. Another musical icon, Joni Mitchell, quickly followed.
Described by the New York Times as “one of the most consumed media products on the planet”, each episode of Rogan's podcast attracts 11 million, very devoted listeners. 11 million. This makes him extremely influential.
Knowing this, Spotify stood their ground, but almost overnight, $4bn was wiped off their market value. James Blunt even threatened to add more music to the platform if something wasn’t done (bravo, James. Bravo).
Now my question is not about Covid, it’s a question about re-evaluating the power that artists and creators have and whether this could better be used to drive positive sociological change. Because the audio format is immensely powerful. It’s sticky.
Ever found yourself singing embarrassing lyrics in the lift? Yup. Ever got frustrated with podcast whisperers that regurgitate podcast nuggets like no tomorrow? Told you. Sticky.
In discussing this post with a good friend, he made an astute observation - we use music and song to educate toddlers, and to reaffirm beliefs in religion, why does it feel like it degenerates so poorly in pop culture, could we not use the medium to educate adults about more pressing matters?
The good news is it is actually possible.
A recent study shows that ‘1-800-273-8255’, by rapper Logic put a statistically significant dent in the U.S. suicide rate.
Logic wrote his song “1-800-273-8255” after fans told him his music had saved their lives. The song title is the phone number for the National Suicide Prevention Hotline, and the lyrics describe a high school student contemplating suicide while struggling with his sexuality. Ultimately, the student calls the hotline and decides not to end his life.
The song peaked at No. 3 on the Billboard Hot 100 in September 2017. Now, a study of suicide rates from around that time shows it made a major impact: the number of calls to the hotline increased during the height of the song’s popularity, and the average number of suicides nationally fell by 245.
If artists and creators channel their energy for good, what could this mean for the future of music?
As it becomes more accessible to more people, should the role and responsibility that artists, creators (and platforms) carry be more scrutinised? Or would this affect freedom of speech and expression?
I was shocked to find out that Spotify doesn’t actually have a misinformation policy. But then I’d never thought about music as a means to spread misinformation. That’s Meta turf. I’d always considered music more playful - simply an expression of someone’s life.
What would happen if more artists wrote songs about more pertinent things? What would happen if more artists stood up in protest against platforms endorsing topics and sentiment that are negative to society?
Could the audio format be powerful enough to accelerate the tangible change we need in society - less incitement of hate, less objectification and violence toward women, drug abuse or even go as far as to tackle things like climate crisis?
Music has tackled big topics before, challenging the status quo and by being at the centre of many social movements and protest in days gone by. Think about Bob Marley, John Lennon, Patti Smith just to name a few. What seemed so prevalent back then seems to have dissipated with the emergence of digital technology.
Could this signal be the a turnaround and the start of a new era for the music industry and it’s role in creating more equitable futures, at a time when we need it most?
At a time when trust levels are at an all time low, could the creators that the people trust more than government and corporations play a more active role?
Just imagine if The Weeknd, with 86 million monthly streams and Spotify’s most streamed artist used that influence for good. And that’s just one artist.
In an increasingly divided world, could music be the answer - to connect us emotionally but also in terms of our behaviour, because there is no question that when artists speak, the people listen.
