10 moments that changed the music industry over the last decade.

By Leonel Aguilar

Image Source: Canculture

The music industry is always progressing and changing. We went from vinyl to cassette players to CDs to digital streaming to having vinyl being the latest trend again. Artists today do what they can to remain pertinent in the scene and others who have carved their names in the industry find new ways to reinvent themselves. Over the last years we have witnessed moments in music that changed the way we listen to it. Here are the 10 ways that the industry has changed over the last 10 years.

1. Beyoncé popularizing the “surprise drop”

Beyoncé’s fifth studio album caught everyone by surprise. Image Source: Billboard

It was your typical day on Dec. 13, 2013. Then Beyoncé did the unimaginable. She dropped her fifth solo album titled, Beyoncé on iTunes without any prior announcement, marketing or any notice. A visual album was dropped along with it which included tracks such as Drunk in Love, Partition, 7/11, XO and Flawless. If you have not listened to this album, WHAT ARE YOU WAITING FOR? After this monumental event, other artist such as Taylor Swift and Drake followed suit and have dropped unexpected singles and albums surprising fans. Surprise drops have now become the standard in the music industry.

2. The rise of streaming services 

Apple vs. Spotify: Battle of the streaming services. Image Source: The Music Network

In 2010 we were all glued to iTunes and purchasing songs for 99 cents ( $1.29 now). Now we can look up any song or album on the palm of our hands. Spotify was founded in 2006 but gained popularity 2011. Then in 2015 Apple Music was launched which was described as “the best way to enjoy music, all in one place.” Both streaming services have been the most successful making them powerhouses of the music streaming industry. We no longer need to buy singles or albums; we can just stream them. Other streaming services in the market include Amazon Music, Pandora, Tidal and YouTube Music.  Because streaming music has become more convenient, CD sales have declined over the years. CDs are still available in retailers but are slowly disappearing. 

3. Artists stepping out of their genre

All that jazz! Bennett and Gaga collaborate. Image Source: CNN

Over the last 10 years, many artists have collaborated outside their genres and have created new and refreshing sounds. Lil Nas X incorporated hip-hop with country with his smash hit Old Town Road which went on to break records on the charts. Nas X then featured Billy Ray Cyrus on the song, and it became an even bigger hit. Another example of the genre bending phenomena is artists crossing over to EDM (Electronic Dance Music). Artists such as Nicki Minaj, Britney Spears, Usher and Ariana Grande successfully teamed up with EDM producers (Zedd, Swedish House Mafia, David Guetta) to bring us chart hitting songs. How can we forget about Lady Gaga?! With Jazz legend Tony Bennett by her side, released two jazz duet albums, Cheek to Cheek (2014) and Love for Sale (2021) making Lady Gaga go from pop sensation to full on jazz singer.

4. We have welcomed international music artists with arms wide open

Clockwise from upper left: BlackPink, Grupo Firme, BTS, J Balvin and Karol G. Image Source: Variety

With the rise of K-Pop, reggaeton and Mexican regional the music industry has managed add more flavor to its catalog of music. Artists such as BTS, BlackPink, Grupo Firme, J Balvin, Karol G and Maluma all managed to gain popularity around the world. Not only have the dominated the charts but have gone on to play at sold out arenas around the U.S.

5. Residencies have become the norm

Clockwise From Top left: Usher, Celine Dion, Katy Perry, Bruno Mars, Maná, Britney Spears and Adele. Image Source: Variety

There was a time when having a residency in the Las Vegas strip meant that your career was at an end. BUT TIMES HAVE CHANGED. Artists from Katy Perry to Usher to Bruno Mars to Celine Dion and Britney Spears have all had successful residencies in the city of sin. Mexican rock band Maná has also found success in Los Angeles hosting their own residency at The Kia Forum playing two shows a month. The residencies give artists a break from touring around the country and settle down in the city the residency takes place; this prevents artists from suffering from exhaustion and cancelations of shows. Weekends with Adele is the most anticipated residency that awaits Las Vegas, with tickets reselling for over $5,000. All Adele shows are currently sold out and fans are hoping more shows are added throughout the year.

6. Vinyl is back and better than ever

Vinyl is so hot right now. Image Source: Wired

There has been a rise in vinyl record sales over the last 10 years. Vinyl aficionados popped out of nowhere and they became collectors items. Artists are releasing special edition vinyl with distinctive vinyl designs in different colors, with unreleased tracks and different album covers. Vinyl record players sales also saw an increase. According to RIAA (Recording Industry Association of America), U.S. Vinyl sales have increased by 22% across the first half of 2022. 

7. The Importance of live performances

Bad Bunny preforms in a moving struck around the streets of New York City. Image Source: The New York Post

Now more than ever live performances have become a huge part of the musical journey for both the fans and the artist. Because we have come a long way in technology, an artist can now bring their vision to the stage and give stellar performances. In 2018, Beyoncé headlined the Coachella Valley Music and Arts Festival, and the beehive (her fanbase) coined the term Beychella and had it trending online. With a performance lasting over two hours Beyoncé was able to give an unforgettable show that will go down in Coachella history. In 2020, during the pandemic, reggaeton artist Bad Bunny took to the streets of New York and performed in a moving truck driving through the streets. The concert was streamed online and was a little gift to the fans to help them forget about the pandemic. 

8. Music videos have evolved

Kacey Musgraves in the short film, “Star-Crossed,” streaming on Paramount+ Image Source: Vogue

Over the past decade, music videos have changed significantly. Many artists now use music videos to tell a story, sometimes they’re referred to as short films. Singer Kacey Musgraves released her fifth album Star-Crossed which was inspired by her divorce. All music videos of the album tell a short story and connect with one another. Visual albums have also became more popular withint the last couple of years.

9. The rise of undiscovered artists through social media

Megan Thee Stallion became a huge success within the past year. Image Source: Billboard.

Social media welcomed us to a batch of new faces who are now established in the industry. Singers such as Shawn Mendes (gained popularity through Vine), Charlie Puth (YouTube), Halsey (Tumblr and YouTube) and Megan Thee Stallion (SoundCloud) gained popularity quick and have all become household names.

10. Music Artists use their platform for activism

Beyoncé addresses police brutality in her music video, Formation. Image Source: The Guardian

Lately music artists have used their platform to spread optimism, positivity and activism. Taylor Swift has been a big supporter of the LGBTQ Community and featured them in the music video for You Need to Calm Down. Beyoncé, (YES, I KNOW AGAIN?) also spreads powerful messages in her music videos, take Formation for example, in the video there are scenes when one can see writings on a wall that spell out, “Stop Shooting Us,” and then another image is shown of her on top of a New Orleans Police car slowly drowning. This was meant to be seen as a political message to inform people of the violence and shootings happening to people of color across the country. Pop sensation Harry Styles has been vocal about treating others with kindness which has been the key message at all his shows and making it his signature brand. Artists today are realizing that they can easily influence fans around the world and choose to spread compassion.