Julie Albertson

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THOUGHTS   •   Has tech changed the role of the music critic?

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Maybe a better way to phrase that is 'Should tech change the role of the music critic?'

When we can listen to 30-second sound clips -- or in some cases entire songs or even albums -- online before deciding whether we want to buy, what do we care what Music Critic X or Y says about it? We can think for ourselves... can't we?

Technology is undeniably altering the business of the music industry and the traditional media needs to consider whether that changes how it covers the industry.

I submit that the ease of access to music -- after all, even indie artists who have the slightest clue about the Web or friends who do can make their music available to the world -- should be shifting the responsibilities of the critic much more toward gatekeeping. More listening, less writing.

That is, we can listen to anything we want, but there is a LOT of music out there and most people don't know where to start beyond what's playing on their radios or sitting on the bestseller list.

Critics can still play a valuable role in helping people find new music -- the problem is that the vast majority of music reviews coming out of the mainstream media consist of critics rattling on about the music on the radio and on those bestseller lists.

That music is a known quantity. It is enough to simply remind us when new music from those artists is available -- or better yet, remind us and tell us if (and where) we can listen to it ahead of time. Maybe give us a one-sentence wrap on your opinion.

For instance, when the new Norah Jones album came out a couple weeks ago, I'm betting that there wasn't a major media outlet in the country that didn't run some type of review. I saw very, very few (other than ours of course;) which told readers they could listen to the album in its entirety on VH1.com a week before its release. And notice I ran it with a story about Norah rather than an actual review (although I think I did run that later just because it was running in print). Access to celebrities and insider info is another valuable role critics maintain. Better to spend time giving readers a glimpse into their favorite artists' lives than writing lengthy reviews.

But more importantly, I believe the aspect in which critics are really failing their readers in this new world is in opening their eyes ears to new music. Some of the best (and, to be fair, some of the worst) music I've found is in piles of unopened CDs sent to music writers who don't have the time to listen to them all because they're busy writing reviews of new albums from groups we've all heard of.

So how can they do this better?

  • Limit reviews to one paragraph max. More listening, less writing. Tell us why we should we go listen then move on.

  • Notice I didn't say "why...or not." Don't even bother telling us about albums you don't like. If we've never heard of it and you don't like it, no harm, no foul. Don't waste your time writing about it or ours reading about it.

  • Suggestions are most helpful when coming from someone who shares one's own likes. To that end, have critic bio pages online. Let people know what specifically what music you like -- names of bands, albums and songs, not just descriptions of music types. Adjectives are subjective as is musical taste.

  • Be specific with ratings. Put it into real world terms. The star system works OK -- everyone is familiar with it at least -- but ratings are much clearer when put in terms of cold hard cash. Tell us if you think it's worth buying. Are there a few great tracks but the others are throwaways? Tell us which ones you think are (legally) download-worthy.

  • Tell us where we can find soundclips -- or offer them yourself if production time, bandwidth or server space isn't an issue. You can provide a 30-second sample of a song without infringing on copyrights.

  • On a semi-related note, if you cover a town with a decent local music scene hunt down the corporate lawyers and work out a release sheet that allows you to offer free MP3s on your site from willing local bands. Most will give up one song for the publicity. If that's beyond your resources, at least hunt down the ones that have their own sites and link to them. Link from your club listings page so people can listen to a band before they decide if it's worth paying that $10-20 cover.

    And just to be clear... I'm not saying there is NO place for the lengthy, in-depth critique of an album. I'm just saying that place is very niche and for a select group of music nerds (I mean that affectionately:) who are already seeking out this "other" music on their own. I think the rest of the population, however, would be better served by a more quick-hit, utility-driven approach that would expose them to music they will otherwise never hear.

    February 24, 2004