For over two decades, the music industry has witnessed a recurring declaration: “The album is dead!” This narrative gained traction during the early 2000s with the rise of Napster and file-sharing, and it continued through the advent of iTunes and the playlist-centric culture of streaming services. Despite these technological upheavals, the album format remains remarkably resilient. Artists persist in crafting and releasing albums, and audiences continue to engage with them.
In his new book, Body of Work: How the album outplayed the algorithm and survived playlist culture, London-based music industry expert Keith Jopling delves into this intriguing phenomenon. With a career spanning roles at Sony Music, Spotify, and EMI, as well as experience with global music trade organizations, Jopling offers a unique perspective. He also hosts the podcast The Art of Longevity, where he explores the evolving landscape of music. In a recent interview, he shares insights on the album’s survival, Adele’s influence on Spotify, and strategies for artists to promote their LPs.
Jopling reflects on the early 2000s, when he entered the music industry just as Napster was revolutionizing music consumption. He observed a significant decline in album sales as listeners gravitated toward downloading singles instead of full albums. The introduction of iTunes, which allowed consumers to purchase individual tracks for 99 cents, further contributed to the perception that albums were becoming obsolete. However, Jopling argues that the album’s narrative and artistic integrity have kept it alive, as artists continue to prioritize the album format despite industry pressures.
One pivotal moment in the album’s resurgence was Adele’s request to Spotify to disable their default shuffle feature, allowing her albums to be experienced in the order she intended. This highlighted the importance of album sequencing and the artist’s vision. Jopling emphasizes that while streaming services have shifted focus toward playlists, artists have remained committed to creating cohesive albums that tell a story.
To combat the overwhelming number of new releases on streaming platforms, Jopling suggests that artists and labels must adopt innovative promotional strategies. He points to recent initiatives, such as Harry Styles’ global listening parties and collaborations with non-music media, as examples of how to generate excitement around album launches. Additionally, he notes the resurgence of physical formats like vinyl and cassettes, which can enhance the album experience and create memorable events for fans.
