Kanye Tests Bite-Sized Music

The Wall Street Journal: “Kanye West is betting that good things can come from small packages. The 41-year-old rapper has produced five albums, each with seven tracks, many under three minutes. Released on consecutive Fridays, mostly by his record label, G.O.O.D. Music, and its partner Def Jam Recordings, the minialbums are making waves in a music industry where bigger has increasingly been seen as better … G.O.O.D. Music’s experiment is the latest instance of labels and artists tinkering with release strategies in the streaming age. Streaming is now the most popular way Americans listen to music. As listening habits change, record executives and musicians are trying to figure out how to reach fans and distinguish their releases in an increasingly crowded market.”

“Similar to how Mr. West’s provocative tweets and interviews in recent months helped him break through the clutter of social media ahead of his new releases, his seven-track albums are generating buzz for G.O.O.D. Music, music-industry experts say … It’s too soon to tell if shorter albums will trump longer ones in the streaming world … Bite-sized LPs may go down smoother for music fans inundated each week not just with music, but movies, videogames and social-media.”

“Mr. West hasn’t detailed his strategy, but he hints at the idea of shorter tracks on 4th Dimension, a 2½-minute song on Kids See Ghosts. The track samples Someday, by gospel singer Shirley Ann Lee, which includes the lines ‘you only want 2½ minutes if you can get it…three minutes maximum’ and ‘when it get too many then they can’t remember it and then they lose interest’.”

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