So when Justin Timberlake announced his return to the music industry on Thursday he released a video entitled “I’m Ready“. The video simply showed Justin heading into the studio, but the important part was what he was talking about. He stated that he never stopped making music, he just took his time in releasing it, that’s the short and sweet version. So when I saw this video, it sparked something in my mind, is the music industry over saturated? Justin took a seven year break from the music industry and is only two albums in. The video title and in the video he clearly stated that he wasn’t ready but now he is. Meaning he took his time, is that a good thing? and why aren’t rappers taking their time nowadays? So of course after having this issue sparked into my mind, I took to Twitter to rant about it, but I felt like I wasn’t doing enough so thus this post was created. Check out after the jump what I got to say about this new era of music that we’ve been in.
After thinking about this issue in the music industry for awhile. I decided to find the root of where and how the over saturation even began. I came to the conclusion that Lil Wayne started the over saturation that we are getting in music. In 2007, Lil Wayne proceeded to release mixtapes and jumped on everyone’s track. Constantly releasing music day by day, since this was a new thing people took notice and by constantly delivering the public new music it kept them interested in Lil Wayne. Now, I’m sure Wayne knew this, Wayne knew that people were living in the “Now” era. We wanted more music and we wanted it now, we want the latest stuff now and we still live in that era, so that’s why Wayne attacked it because no other artist was delivering music constantly. Wayne won by doing this, but did it spark something that would later ruin the music industry? That’s where the question lies. How could something so simple and brilliant be so unhealthy and pernicious. I’m not knocking Wayne for getting his grind on, or hating for what he did, in no way. I’m speaking on where I think it started.
After Wayne started getting success by supplying his fans with constant free music. Like selling over 1 million copies with Tha Carter 3. Other rappers started following and this is where everything got out of control. Every rapper started doing what Lil Wayne did, supplying fans with free mixtapes, free tracks, free everything, besides albums. Since fans kept getting so much free music, they decided not to buy albums, thus the plummet of album sales. That’s of course not the only reason album sales are low, piracy has a big roll, but supplying the public with free music constantly has it’s roll too. But that’s not it, we live in such a “Now” era that we simply can’t wait for rappers to take their time in releasing music. I mean the “Now” era affect is all around us, we have Netflix now where we can instantly stream movies without leaving our house to get a movie. We have iTunes where we can instantly download any music by simply clicking a button, without having to go to the store and purchasing the actual physical CD and listening to it.
I remember in early 2000′s people would buy an album and listen to it and be happy with it until the artist released another album which was usually a length of two years. So that’s two years of you listening to the same album, with no free mixtapes, no free tracks, just the album, straight for two years. People were happy with this, but in today’s time you would be lucky if you’re album was listening to for longer than a month. I’ve seen people listen to an album for a week then automatically demand new music from the artist, I know because I was doing the same thing at one point. Nowadays, rappers aren’t focusing much on their albums and promoting it. Prime example is Meek Mill, he dropped his debut album “Dreams & Nightmares” a couple of months ago, instead of continuously promoting it and shooting videos for it, he’s already ready to release his new mixtape “Dreamchasers 3″. That’s insane when you think about it, rappers are giving out way too much and receiving way too little. Since everyone is doing this the music isn’t as special as it used to be, the albums aren’t classics anymore.
A good example of how you should release music in today’s time to receive much success is Drake. He released his sophomore album “Take Care” in late 2011, promoted the heck out of it until mid 2012. Then just started being featured on other rappers tracks, this kept his relevant in the music industry without having to constantly release free music. Plus, his sophomore album now is Platinum and that’s a very good look in today’s time, because of him promoting it well and not releasing free music constantly people bought into his product. Now in 2013 people are feigning for his next album, because he didn’t give much in 2012. Now a good example of over saturation right now is Rick Ross. The guy delivered two mixtapes in 2012, an album and featured on lots of tracks. Yet, none of his albums have ever gone platinum, his albums come and go. None of them are classic albums, in my opinion, yeah he’s relevant, but that doesn’t take away from the fact that his material won’t last. In 2013 he’s already announced the next title to his album and we haven’t even gone one month into the new year, that’s insane.
Now that I’ve put what I think into this, what do you guys think? Do you think rappers shouldn’t deliver so much free music to the fans and focus on making classic music that people will actually want to hear and value it when it gets released because the artist is taking their time? Isn’t an album much better when you’ve waited a good amount of time to hear it? When it’s released year after year it’s not as valuable, in my opinion. How long do you think is too long? I know Justin Timberlake definitely took too long by waiting 7 years, I think waiting 2 years for an album is the perfect amount. How long do you guys think the wait should be for an album? Comment below, I’m interested in reading your opinions.
Great post, good points. Enjoyed the thought put into this.
I think if you notice. All the albums that are good nowadays are ones with large gaps in between. The best thing to do is ignore those artists and the so called music they put out. I think it’s obvious, shitty artists put out a lot of music at a time to stay relavent. The greats, know it’s a “project” or a piece of art instead of money. It’s just about the artists.
I agree completely…
there are those, like Ross, like the “freestyle” rappers, and all of the above that continually feed into the music. Im a huge Kanye fan but when he started the GOOD Fridays it was the best thing ever, till he abruptly stopped putting them out week by week. Im sure this move got a lot of his fans in a lull but he def made it up by putting out a great piece of work in MBDTF….Time is a huge factor when it comes to how good a body of work really is all around. Time is what separates the albums that become critically acclaimed to those that just get played for about a month in a strip joint or club. Time determines relevancy.
Its called too much of a good thing. You didn’t have to put so much thought into this article.
I think the music industry has been over saturated for awhile, on both the rapper side and producer side. On the business side, it has driven down the prices and value of everything (as proven by the ability to buy tracks for $50). I sometimes think we have more rappers than fans today. It certainly wouldn’t surprise me if this was fact. But I think even more than artists over saturating us with too much music and appearing on everything (which weakens their brand), is that there is a proliferation of mediocre music. I guess because it’s “free” or so quickly thrown together, artists no longer care that only their best shit gets out. I’m not sure why an artist would want to be known for 8 bad songs and 2 good ones, even if it is called a “mixtape.” I also have noticed that when a newer rapper gets hot in a region, every established artist wants to jump on his bandwagon to help reignite their own dwindling hype. I noticed this especially with 2Chainz. Songs with Bieber, Nicky Minaj, etc? Isn’t that a bit out of his fan base??
I’m not sure that’s the best way to build a brand, but then again, rap became all about the money many years ago. Very few can combine skill and good music in their releases–for free or profit. The labels’ goal is to take them pop as quickly as possible with or without selling them out. After all, they don’t care. Rappers are seen as disposable. Sometimes at their own hands…. One thing is certain, as long as the music is free, no one can eat off the career of a rapper anymore. Maybe the bottom feeders will move on now. There’s always some good that comes along with the bad, right?? Anyway, just my opinion….
PS: I believe the amount of songs that Lil Wayne appeared on, in that year you mentioned, was 70-something songs. Yep, over saturation. Good call….
Its not just about free or over-saturated music…Just make damn good music that all….
Even tho I agree the market is oversaturated.
I disagree with the premise that lengthy gaps = classic albums.
I think hunger and being in the zone are more pertinent factors.
Jay Z recorded Blueprint in 3 weeks.
Im an artist and personally I dont know how u can not release an album every year.. or at least songs inbetween.
2 years seems like a long time for me.. Its hard for me to keep music to myself.. If I recorded something two years ago I probably want like it anymore or think I could make something better.
Perfect article!!
i was just telling my homeboy this like a week ago.
if you notice lil wayne has only really been putting out freestyles in the last couple of mixtapes (no ceilings, sorry 4 the wait, dedication 4) had barely any original beats he makes you pay for them on his albums.
i understand putting out a mixtape if your up and coming but if you are already established then your mixtape should just be an album for example y was fabolous “soul tape 2″ not a album? or big sean “detroit” i liked every song on these mixtapes and i would have gladly paid for them.
You dont see Adele, Taylor Swift, One Direction, Justin Bebier, Katy Perry, Keisha, etc come out with free music so y does hip-hop?
I think another reason the music industry is over satuated, is that today almost anybody can become an artist. Society, as a whole, has gotten gradually dumber; therefore, allowing all these new incomprehensible artist to make a name for themselves. I mean there are still smart and skilled musicians in today’s industry, but they are out numbered. If you want proof, turn on your radio. At least half the songs you’ll hear in an hour will be ridiculously stupid.
The people who should be suject to this issue are Bill Gates, Steve Jobs etc… Lil Wayne is just a salesman who was ahead of his peers and realized Music was now a Click away from its release date. Its the information Age issues, something more complicated than you make it sound.. we all now have ipods and internet on smartphones laptops etc.. therefore more demand for readily availbale music. Justin Timbalarke lost millions of fans to Justin Bieber trying to be tradition…. get on with the time. Fuck waiting. When the demand is high.. supply music. Lil Wayne mastered that early and it paid out for him.
Justin Timbalarke lost millions of ***POTENTIAL****fans to Justin Bieber trying to be tradition…. get on with the time.
I agree with your article, man. Look at Jay-Z, Eminem, Drake and a couple more… They don’t put out free shit but they are all platinum artists….
[...] in their group keeps releasing material every day but none of them can go Platinum which proves my over saturation in the Music Industry point. Oh and Meek is already planning on releasing “Dreamchasers [...]