Beyond the numerous hit singles, the exciting videos, the magical performances that characterize the careers of successful artists, the great albums that these artists create form part of their career highlights. For instance, it is almost impossible to detail Wande Coal’s career without a mention of the success of the Mushin 2 Mo’Hits album. Likewise, Tuface’s illustrious career would be made light without a testament to the impact of the Grass to Grace album. It is a lore: great artists have great albums to show in their catalogue.

This long-existing belief is increasingly being reassessed in the scheme of things today, as the music industry continues to experience a technology-driven evolution which has changed the pattern of music consumption on a global scale. The heightened speed of things – music creation and consumption – in today’s industry, has affected the culture of album releases such that musicians are having to choose between the option of putting out albums or maintaining a pattern of releasing singles to meet the demand from the fans. This is a slight shift from the position of the music community in the past, where singles and albums had their respective places in the plans of artists.

The big task for artists in the intensely competitive music industry of today is how to earn and sustain the listening ear of the fans. The bid to meet this goal causes artists to decide on which roll-out strategy works best – a single-focused approach or a plan which includes album releases. General Manager and Executive Vice President of Commerce & Marketing for Warner Bros, Larry Mattera said, “in the past, it was about vying for fans’ dollars.” “Now it’s about vying for fans’ time – time spent consuming our repertoire, rather than our competitors’ repertoire.”

Nigeria artists like Reekado Banks have voiced similar opinions. The pop singer, in a tweet published on December 15, 2017, confirmed that there is a change of approach towards music albums. His tweet reads, “we don’t appreciate albums anymore! Can’t waste my hard work! One by one una go hear am.” Pop star, Tekno, communicates same with his action. The singer has rejected the industry standard that necessitates the release of albums for established acts. The pop star, despite hitting a run of form in 2016, with chart-topping songs like “Pana” and “Duro”, which were expected to serve as precedents to his debut album, continues to demonstrate his preference for serving his music as singles.

The argument against the impact of music albums in today’s music industry focuses on the consumption pattern of the music audience, which is increasingly adjusting to the internet revolution by turning to streaming platforms for music supplies. Larry Mattera admitted that music practitioners are “experimenting across board.” She revealed the nature of the questions that are raised in boardrooms. “Is a singles-focused approach better, with songs stacked at appropriate times? Should it be a smaller body of work [like an EP]? Is this fanbase actually looking for an album at this time?“ she asked.

Famous songwriter, Eskeerdo emphasized on how the consumption habit of fans affects the way music is being served. The composer said “people’s attention spans (today) are the size of a period.” “All your music is entirely consumed in a week – if you’re lucky,” he adds. This echoes the controversial point of Reekado Banks who implied that he would not be putting out 12 or 15 songs at once on a full-length project due to the reduced reward which might mean revenue from sales or project shelf-life.

Every now and then, artists sit with their team on round tables to map out plans on how to deliver their product to the fans in the most effective way and this often leads to conversations on the need for an album. While this is usually discussed with regard to factors like timing, budget, projected income, more practitioners are beginning to see less need for a full-length album, and looking at alternatives like the Extended Playlists and singles, to get the best from our portable music society today where music streaming is the in-thing.

Source: http://tushmagazine.com.ng/why-artistes-preference-for-singles-over-albums-is-increasing/

ABI o, no wonder one small half-baked kid with 2 singles is now comparing himself with a full blown artiste with almost 4 albums.

S

Bunch of hypocrites coming out now to speak against rape because it happened to a celebrity wife...

Rape has always been with us and the few people that spoke out never had any celebrity to loud their voices...

Eye service celebrities... Bandwagon mentality. Shame!

Okay


So how does this credit my account?

This Front Page First Page is For Sale!!

But beware of the guy below me.
Don’t transact with him.

The guy above me

FAT Oyinbo


The name is kinda funny though


Fat Oyinbo ke, Thin Oyinbo Ni



Well......

I'm still waiting for the Truth with Evidence

even me sef dey find am hard to listen to album no time na only hit I dey hear

Albums are still the way to go
Piracy is crippling the naija music scene and lack of proper labels result in poor album sales

that is why they fade and not being remember..most dont want to create a legacy just quick money and fame

Yea I was with Davido last night and I asked him about his album, baba say until chioma born for am...

Uhmmm

Any which way just make good music

I just need a job....Great people of this Great forum, Pls help a brother out of this joblessness . Depression want to kill me in Abuja

Digital sales

Wu Dey post dat picture of woman untop table
Wetin make una Dey misbehave sef?!? If we wan watch porn we know where to go

See as here dry because no be Coza matter

i prefer singles

Too long...

The only Musician I've ever downloaded his Album from A-Z is Eminem.

I've never bought a CD or Movie my entire life.

Wow thanks for sharing

Pls I have one question.
Pls why must they use almost have naked girls?

Albums are still relevant, if you go on tour, na two or three songs you go sing?

Me Eazi
Burna

And most serious artistes know the importance of releasing a body of work coz they tour and when you tour you’re richer and have better audience and reception from real fans.

ricon:
Bunch of hypocrites coming out now to speak against rape because it happened to a celebrity wife...

Rape has always been with us and the few people that spoke out never had any celebrity to loud their voices...

Eye service celebrities... Bandwagon mentality. Shame!

Wrong thread

Sometimes it's because the artist doesn't have enough inspiration to write a full album.

stanley000:
ABI o, no wonder one small half-baked kid with 2 singles is now comparing himself with a full blown artiste with almost 4 albums.

Asin Enh and mumu people support am

Hmmm

Offpoint:
Too long...

The only Musician I've ever downloaded his Album from A-Z is Eminem.

I've never bought a CD or Movie my entire life.

Then you are lucky to be born in the 2000s or at most late 90s. In the 90s you can't be a hip hop fan without buying an album,where will you see music to download No online download,no YouTube,no social media,no streaming sites, wait where is the phone sef Only Nitel and cellular phones were available then, how many have access to it
I have lots of albums I bought in the 90s,I still have an album I have early 2000s,more than 15 years with me
No wonder you carry Eminem for head You know nothing about rap music,you are listening to flows,real rap fans follow the lyrics and they know the real stuff when they hear it. Most of you are controlled by mainstream media,that's is why your favorite rappers are also those been pushed down the throat of people by MTV and co.

ricon:
Bunch of hypocrites coming out now to speak against rape because it happened to a celebrity wife...

Rape has always been with us and the few people that spoke out never had any celebrity to loud their voices...

Eye service celebrities... Bandwagon mentality. Shame!

It's instructive, you getting angry with her being a 'celebrity' than the issue at hand.

Laziness and a lack of creativity is playing a part in this.
The person who says the attention span of consumers is minuscule is accurate: if someone releases an album I’ll run through it in a night.
After three or four repeated plays it’ll go into my collection, not to get touched again.

The singles method puts everyone on an equal playing field, sometimes favouring mediocres over established acts.
I liken it to feeding a crowd snacks as opposed to full meals, people will always anticipate a meal later only to get and eventually acquaint themselves to snack-servings.

Me?
I prefer full albums.
Anyone can get lucky with a single.
I want to see you repeat the feat on a string of songs before you get my praise.