Music, as much as it is an auditory experience; requires a face – a personality.
In this Spotify age, we are spoon-fed with playlists of reasonable music and only so rarely do we hear something of character, that we go back to the main player to identify the song and singer. Even then, these identified songs will eventually be forgotten, as other new hits come along.
So, how does a singer get and retain our attention? Firstly, as mentioned, the song must have character. It must be pleasing (of course) and slightly different according to our various tastes. For me, indie songs are a dime a dozen and the only ones that stand out are those with great vocals and awesome lyrics. Of course, everything about the song has to be genuine, and not sound pretentious, if you know what I mean.
Secondly, the singer must put his/her face, or rather the personality to the music. That is the only way to make a lasting connection. The reason why some people loved Nirvana and still do, is because of the personality of Kurt Cobain – someone so sad and intense, but doomed by heroin. The reason why people will always remember Prince and Freddie Mercury is because of their larger-than-life persona on stage.
Being able to observe a singer – the way he/she performs, and what he/she says – gives one a deeper understanding of the music created, and enables one to form a connection with the singer, albeit through a screen. When one looks at another’s facial expression, so much is told without words, and that is when music becomes human and human-connected.
When I observed a video of Hozier at the Mahogany Session, I saw in his brief introduction, a humble musician. I was immediately drawn towards him and his great vocals carried me through the rest of the song. When I watched Jeff Buckley’s performance, I saw his intense passion for music, and how genuine he was; needless to say, another musician remembered.
Hence, in order for singers to retain an audience, they must put their personality to music. The greatest indulgence is an unplugged session – only vocals and simple instruments. Perhaps then, Spotify should consider generating more content: videos, short biographies and quotes, to create lasting connections between artist and audience.