The Summer the Mania Returned

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Robbie James looks at the changing – and not so changing – music industry

In a world where the arts (darling) are being squeezed by shorter attentions spans and changing consumer habits, the music industry is showing signs of adaptability, which we like to see – and yes, this is a dynamic-pricing-free zone.

Charli XCX’s sixth studio album ‘Brat’ has become one of the marketing masterpieces of modern music. Not only has the brand been adopted by Kamala Harris and TikTok (in its entirety), the album itself provides 40-odd minutes of fun, whether you like it or not. The album might not be your ‘thing’, but if you like good music you’ll respect it for being just that.

The ‘Brat’ brand has been manufactured with such detail and originality that even the most water tight of algorithms won’t have been able to avoid it this summer. The cover is slightly off in every way. It’s completely deliberate and completely brilliant. The text too narrow, orientation and pixelation awry, the background colour… let’s not talk about it. Oh wait, we already are.

Let’s now turn our heads into what can only be described as the complete and utterly opposite direction from Charlie XCX land. Oasis. Reuniting after 15 years apart, capturing the attention of seemingly every member of the British public and every device on that Tuesday morning at the end of August when the reunion was confirmed.

In comparison to the PR squad sailing the ‘Brat’ ship, those responsible for selling Oasis’ brand had a relatively relaxed time of it. I’m going to guess the meetings didn’t last more than 15 minutes (which actually, no meeting should). A teaser announcing an announcement was the first shot to spark shock, a bit more shock, and then some panic and delirium. Then came the announcement, which was in no way a social media spectacle.

In typical Oasis fashion, they didn’t faff; though let’s be honest, they could have used a BIC on a Post-it note and slapped it in a newsagents in Chertsey and their tour still would’ve sold out in seconds.

It’s reassuring. Two completely different ways of promoting a brand and their music; only one of them would’ve been possible 20 years ago.

It can only be a positive that there are more avenues for which to express creativity than there ever have been. You can be an insurance broker but run a TikTok account showcasing the renovation to your bathroom that in hindsight was a complete waste of time and effort and money. You can work in recruitment and have a brand deal with Pets at Home. Creativity is a good thing and should be embraced.

For music, much like sport, we can’t be a snob when it comes to consumer habits. They’ve changed, and will continue to change, and that’s fine. Judging someone for only showing an interest in the chorus from one song one artist because they’ve seen it on a reel is not going to get music anywhere.

Sure, the thought that someone could create and craft and manufacture an entire album is completely incredible, but you can consume eighteen different artists (some of which will be desperate for just forty seconds of your time) in that same period. Neither is right or wrong, they’re just different habits, and good to mix up.

So stop slagging off Coldplay or thinking you can’t listen to Oasis, followed by Charli XCX, followed by Broken Hearts Club (a great new band, like, really great).

Robbie James looks at the changing – and not so changing – music industry

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