THE TECHNOLOGY OF STREAMING HAS OPENED UP NEW POSSIBILITIES FOR ARTISTES WORLDWIDE. CHANCE THE RAPPER IS YET TO SELL ONE PHYSICAL COPY OF HIS MUSIC, YET HE HAS ACHIEVED GREAT THINGS IN FIVE YEARS AND THE WORLD IS AMAZED.
Chance The rapper won for himself three Grammy awards at the just concluded Grammy awards and this has become a big deal worldwide. Winning Best New Artist, Best Rap Performance for “No Problem” featuring Lil Wayne and 2 Chainz, and Best Rap Album for his project Coloring Book, three Grammy awards is a huge feat and even more for an independent artist. Coloring Book debuted on top 10 of the Billboard 200 albums chart in the last weeks of May, 2016, becoming the first streaming-exclusive set to reach the list.
Speaking to rolling stone, this was what David Bakula, Nielsen Entertainment executive had to say concerning the gradual shift from traditional album sales to streaming.
Indeed, the future will definitely see the world moving on completely from traditional album sales or physical materials in its entirety. The Recording Academy which rules over Grammy nominations and judgment had disclosed that the decision to open eligibility to streaming-only albums had been coming down the pike for at least four years. Chance’s Coloring Book shows a noteworthy victory for a young artistes in this fast changing pop world.
In the hip-hop genre, the influence of streaming technology is much more pronounced, owing to fact that the largest share of streamers are hip-hop fans, this is according to a report by Nielsen. Streaming, has today given artistes of the past an opportunity to stay relevant as well as earn extra coins. In as much as the Pop world as the name implies dwells more on new and popular raving sounds, streaming is causing a massive change in the pop world. With streaming, listeners are becoming more engaged in an artiste's entire body of work rather than just a popular track.
Freedom and independence may be the future of music and entertainment, as anyone can be whatever they want to be without complicated rules, contracts and external influences. Today, Chance is the most successful independent artist in popular music. Not only has he never been signed to a label, he repels the very idea. Welcome to the future!