FEATURE:
Rather Than Critics Aiming to ÷ and −, They = a Huge +:
IMAGE CREDIT: rawpixel.com
Why Ed Sheeran’s Recent Comments Are Insulting and Myopic
_________
THIS is a debate…
IN THIS PHOTO: Ed Sheeran/PHOTO CREDIT: Liz Collins for Rolling Stone
that I have seen raging for a while now. Ever since the dawn, growth and dominance of streaming services in fact. I think the digitisation of music has not completely dominated our tastes and how we discover music, but I do feel that it has taken something away from the music industry. Whilst music journalism can never die and will always be needed, many have argued why we need critics and album reviews at a time when people can stream albums and decide for themselves. The latest high-profile artist to do this is the incredibly privileged and successful Ed Sheeran. You will not get rising artists coming out and wondering why we need album reviews, as that would be career suicide! To be fair, Sheeran might already have set himself up for a beating ahead of the release of his fifth studio album, -. That is an ironically-titled album, as I think that there will be a lot of negativity around him and the album after what he has just said in an interview. Before going on, Rolling Stone provided snippets of that in-depth interview with him in this article. They highlighted what he said about reviews:
“Sheeran doesn’t see the point of music critics in the age of streaming.
“Why do you need to read a review? Listen to it. It’s freely available! Make up your own mind. I would never read an album review and go, ‘I’m not gonna listen to that now”.
There is a lot to unpick when it comes to that comment. Ironically, Sheeran would not be quite as far ahead as he is without the press and reviews. Although his music has courted some mediocre reviews (which is perfectly fitting), then he has got more than his fair share of praise! So many people have bought his albums because of reviews. Whether it is a review from Rolling Stone – who I do not think will be queuing to give a positive review to his next album! – to smaller publications, there are several reasons why he should not complain. Even though he has millions in the bank and can rely on his hordes of fans (is there a collective name for Ed Sheeran fans?!) to stream the sh*t out of his music and make him lots of money, he seems to suggest that quality control is not that important. He can put out anything on his new album and it will earn him a bundle. Seemingly not concerned with reviews and whether people approve of his music, that seems myopic! In his case, reviews are less for his ego and self-validation and more a guide as to what makes an album great and what can be improved on. In terms of constructive feedback, it can be very useful for an artist. If there is a consensus regarding songs that do not work or production weaknesses for instance, they can then take that and bring it to their next album. Also, it is not about inflating or criticising. Sheeran’s publicity team have used big reviews to sell his tours and albums! If people did not review his album, then that is a huge slice of publicity gone. That would decrease sales and reach. It is not about someone giving their opinions on an album, as much as it is a way of making others aware of his mere existence.
PHOTO CREDIT: Pew Nguyen/Pexels
It is perfectly well for Sheeran to question he validity and relevance of reviews in a streaming age. He can coast by on his fame and reputation but, as I say, part of the reason he is known is because of album reviews. If – does get trashed and critics decide to show their displeasure with him basically calling them redundant and time wasters, then that will definitely not bode well if he plans on releasing any albums after that! I like Sheeran as a human, and he is someone very easy to like. I can’t for a second say I like or have time for any of his songs, but I would not review his album just to kick it and rag on the man! Looking through the archives, there have been some very lovely things said about his music. That lack of gratitude and appreciation he has shown by making that comment (above) shows a slight contempt and disrespect for journalists. His view that album reviews can naturally be replaced by some wisdom of crowds streaming thing is nonsense. For a start, as far as I can tell, there are no comments sections when you stream on Spotify. You can leave YouTube comments, but there is not an ‘album reviews club/section’ on Spotify where listeners can give their interpretation. There is a natural bias towards people streaming your album…and I doubt that Sheeran would even read comments left on Spotify about his album. It is not a practical or necessary step when you have trained and experienced journalists who are giving invaluable and perceptive interpretations of your album. Deeper, more rounded, and useful than any brief and probably positively-skewed comments you’d get online, how can he equate music criticism to the impersonal, wordless, and subjective takes on streaming?!
PHOTO CREDIT: freepik
Fine if an artist does not read reviews or like them. That is their prerogative. It can be nerve-wracking reading reviews, but they have to appreciate that people find them very instructive and useful. Also, there are many reasons why even major artists should appreciate album reviews. Not only does it tell them what people think and gives them validation. You also get that direct and personal feedback. Artists do not release album merely for sales and for people to listen and not give their thoughts. Music criticism provides takes on songs and important feedback. Those coming through can feel so uplifted and nourished by a positive response to a work that they have spent so much time putting together. Rather than compiling positive tweets and wading through notifications, they get this physical/digital review that they can keep and reference. Reviews help album sales and can give a huge boost to an artist. Also, as is true now as it was when I was a child, this is a chance to decide which albums you want to buy. People stream an album when it comes out, so you sort of go in blindly. I admit that it is handy to stream an album so I can then decide whether I want to buy it. Reviews also literally make people aware of an album. I have discovered so many great artists through reviews – which I would not have otherwise got through streaming. Sites like Spotify do not promote albums that I like and give me custom articles, links and emails that alert me to forthcoming albums. It is a largely unfiltered and huge universe that is easy to get lost in and miss so much! Reviews allow you to sit down and read what others have to say about an album. You can then make an informed decision and decide if you want to buy that album.
PHOTO CREDIT: benzoix via freepik
Of course, reviews are subjective. But I also buy albums based on the strength of reviews and then see if I agree with what has been said. Streaming is so impersonal and detached! You are not getting that sense of the time and passion it takes to review albums, spend time with them and then offer thoughts. There is that sense of posterity too. You have an archive of words written about an album so that artists and future generations alike can use for reference. It is great for an artist to read their own reviews and look back on them years from now. The ephemeral and transitory nature of streaming is useless when it comes to noting the qualities, nuances and worth of an album. It is simply there for listening and easy accessibility. It is not or could never replace music journalism. I am sure that Ed Sheeran has read reviews of his albums in the past, so it seems hypocritical he wants to risk critics putting down their pens. That won’t happen of course! People will review -, and I am sure that it will get a lot of positive reviews from websites and magazines. Does Sheeran not care about this or think it is useful?! It will be for people new to his music that want to get a sense of history and context. It is also something I am sure his label and P.R. will use in adverts and promotion – those four and five-star reviews and standout quotes! You going to get that sort of love and insight from streaming? Of course not! I fell in love with music and the pleasure of buying albums by reading reviews and getting excited by a journalist’s opinions about something awesome arriving. Also, you can avoid certain albums if there is this universal apathy. Nothing has changed since then. As a critic and journalist, I want to show an artist what I think of their album and why I like it. It can literally make people aware an artist exists, and I like to think the artist will find strength in my words. Compel them to keep going and make music! They need to know how their work is being perceived, and it that connection and interaction that vital for fans, journalists, and artists alike…
PHOTO CREDIT: freepik
Remove all of that and rely on the (let’s be fair) generic and rather pithy comments you’d get online, and that is not really a substitute. I am sure there are lots of people who do not read reviews and stream albums they want to listen to. I think that reviews also compel people to buy the physical product. I’d hate to think people are ignoring the press and streaming an album and then not buying it. It is also not the case that a young generation does not look to reviews or the music press. The growth and success of long-running websites and publications show that there is such a big demand for reviews still. Look at the interactions and click rate on reviewed from everyone like NME, The Line of Best Fit, Rolling Stone or The Guardian, and it is evident people are reading reviews and getting a lot from them! Ed Sheeran has named all of his five albums so far after mathematic symbols. If he feels that albums reviews are more negative and divisive than a plus, then he has to appreciate that so many of his millions of fans found his music and bought it solely based on music reviews. I am sure it will not matter a jot, but there are so many people who will sit down and review – ahead of 5th May. If he doesn’t care about reviews, so many others will! Music journalists also use reviews to promote their work and get employment. Strip that away, and you are depriving some very talented people of exposure and opportunities – and, in the process, many artists do not get that feedback and critique. It doesn’t matter. Music criticism and journalism will always exist, and I am sure that it will outlive and outrank streaming services when it comes to its value regarding albums’ value and depth. With so many terrific artists coming through right now, album reviews are more important than ever. By isolating and expanding on albums and spotlighting artists, it is a useful discovery service. You also get to know more about an artist, the album’s creation and why various songs resonate (or do not). This is something that is so precious and needed. When it comes to Ed Sheeran’s short-sighted, slightly disrespectful, and cavalier attitudes towards music criticism vs. streaming, let’s hope that his words do not come back and…
BITE him on the arse.