opinion

Wham, bam, thank you Shazam: Why Apple is buying the music recognition app

Apple’s decision to splash out $400 million (£299.6m) on buying the UK audio recognition app represents one of the tech giant’s larger deals in the music space, albeit at a sum that’s less than half of Shazam’s recently-touted value (and ...

Practice makes Perfect: The lessons for the biz from Ed Sheeran's latest No.1

The year may be nearly over, but there’s still time for Ed Sheeran’s all-conquering ÷ campaign to set one more landmark. The ascent of Perfect to the singles chart summit this week, and its installation as favourite for the Christmas No.1, seems remarkable, given that it had already reached No.4 during Sheeran’s March chart takeover. Despite the chart changes prompted by the star’s domination of the Top 20, the rise of streaming has made scheduling post-album release singles an ever-harder task for the biz. The public’s streaming behaviour around a big release makes for a sometimes useful, sometimes brutal assessment of which tracks work and which tracks don’t, something the old guard never had to deal with. Consumption of album tracks on streaming services has reached pleasingly constant levels, but achieving the sort of spike in interest in an album that used to be caused by simply releasing a track as a single, has become more and more difficult. But the Perfect campaign shows that, if you can somehow manage to keep at least some of your powder dry, then there is still ample potential to extend the lifespan of a song - and therefore its parent album - way beyond that initial surge. Of course, being able to call up one of the biggest stars in the world helps, but Perfect was already a renewed sales and airplay hit long before Beyoncé’s duet version dropped. The new Andrea Bocelli duet will spread the song to yet another demographic. The big question is what others can learn from the strategy. The judicious use of adding featured artists to single versions has worked in the past for everyone from Little Mix to Taylor Swift, but equally crucial is the role of radio and video in getting audiences to reignite their interest in a song they’re already highly familiar with. In this context, radio playlists and heavy rotation videos still make a significant difference in perception, even if it's the renewed streaming playlist push that actually generates the chart rise. Because, while streaming’s level playing field has been an education for the biz, Perfect shows that it’s still old school gatekeepers that make the difference between a track and a single, and between a hit and a classic.

The shape of FU: Why Ed Sheeran doesn't need to give a damn about a Grammy nomination

Just when you thought you were out of awards season, they pull you back in. Yes, barely has the Women In Music/MITs/etc hangover faded than we’re calling for 2018’s Music Week Awards entries (please see p8 for full details) and the Grammy Awards nominations are causing widespread bewilderment by snubbing Ed Sheeran from all three big categories. This is hardly the first time an artist has been snubbed by a major awards ceremony of course, but not even shortlisting the man with both the biggest global album of the year (÷) and 2017’s most ubiquitous song (Shape Of You) seems particularly obtuse. In fact, Sheeran seemingly misses out as a result of the Academy’s revamp of both voters and voting methods, the effect of which has otherwise been extremely positive. Hip-hop, Latin and R&B have waited far too long to get their due in the main categories and Kendrick Lamar, Luis Fonsi and Childish Gambino have more than earned their nominations.   Ed Sheeran doesn’t need a Grammy to have his new superstar status ratified, however nice it would be for him – and the UK industry that helped get him there   And anyway, a snub from the awards that once deemed Milli Vanilli worthy of the Best New Artist gong (later rescinded, to be fair) can’t take away from ÷’s multiple other achievements. Ed Sheeran doesn’t need a Grammy to have his new superstar status ratified, however nice it would be for him – and the UK industry that helped get him there. Nor does it diminish the status of those songs in millions of homes. Alternatively, maybe Sheeran should look at Eminem for the best course of action. On 2000’s The Real Slim Shady, Marshall Mathers rapped: “You think I give a damn about a Grammy?” The following year, he won three of them, including Best Rap Solo Performance for that very song. Here’s hoping Ed is sitting there next to Britney Spears and sweeping the board in 2019…

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