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The ‘rapid consumption’ of music: are we killing the album?
In recent years, music has changed its speed and consumption form. Platforms such as Tiktok, Instagram Reels and YouTube Shorts have turned 15 -second fragments into discovery and virality engines.
In this context, artists face the pressure of constantly launching singles, thinking more about the “hit of the moment” than in conceptual projects such as complete albums. Are we sacrificing cultural depth in the name of immediacy?
The reality is that this dynamic is not an isolated phenomenon. Global artists such as Olivia Rodrigo, Bad Bunny or Rosalia have had to balance frequent singles of singles with major projects. While Bad Bunny launches entire records that become cultural events, also uses Tiktok to viralize song fragments and maintain digital relevance. This model shows that it is possible to combine immediacy and legacy, although it requires a conscious strategy.
Quick consumption has its advantages: it allows emerging artists to be known more easily and connect music with global audiences that, otherwise, would take years to discover new talents. But it also brings risks. The pressure to generate constant content can affect artistic quality and create unreal expectations of permanent availability. In addition, in a saturated market, not everyone manages to translate visibility into sustainable races.
From the industry side, the challenge is to support artists so that they can experience and risk their long projects, while maintaining a presence on digital platforms. This implies launch planning, investment in creative marketing, synchronization with strategic playlists and trends analysis without losing artistic vision. The key is to integrate both worlds: immediate relevance and lasting cultural value.
The conversation about rapid consumption is not only a debate about formats, but about how we define success and legacy in contemporary music. The album, as a comprehensive work, remains a space where artists can tell full stories, explore sound concepts and build emotional connection with their audience. Viral singles can open doors, but the most ambitious projects build races that transcend fashions.
The challenge for the industry is clear: we need an ecosystem that assesses both speed and depth. From the platforms to record stamps, through brands and managers, we must all collaborate so that artists have the freedom to be creative, while maintaining visibility and engagement. Only then can we ensure that music remains a rich, dynamic and relevant cultural expression for the 21st century.
About the author:
*Guillermo Gutiérrez LeyvaHe is a senior vice president of A&R in Sony Music Latin Iberia.
The opinions expressed are only the responsibility of their authors and are completely independent of the position and the editorial line ofForbes Mexico.
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The ‘rapid consumption’ of music: are we killing the album?
Forbes Staff
