At the Grammys this Sunday, the top-nominated artists also happen to be the most-streamed artists in the world. Drake, Post Malone and Kendrick Lamar have cracked the formula for a streaming-platform hit, in an era when streaming is quickly becoming the most important measure of an artist’s popularity.
According to the Recording Industry Association of America, 75 per cent of music industry revenues now come from streaming. Canadians streamed 59 billion songs in 2018, a 47 per cent increase over the year before.
Researchers and people in the music industry say that the importance of having a song do well on Spotify or Apple Music is changing the way songs are written. It’s especially top-of-mind for younger artists — such as Canadian pop-electronic singer-songwriter Willa — who are trying to hook their young listeners in as few seconds as possible before they hit “next” on the playlist.