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Track-By-Track Album Reviews on Billboard.Com GENRE OVERVIEW: Track-by-Track Album Reviews on Billboard.com ENGL 3104: Technical Writing Jessica Verba Fall 2014 Heilker Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !1 of !18 TABLE OF CONTENTS Introduction………………………………………………………………………….….…….. 3 Billboard’s Audience……………………………………………………………….…………4 Purpose of Track-By-Track Reviews……………………………………….………….…. 6 Writers of Track-By-Track Reviews………………………………………….…………… 8 Processes that Go into Writing This Document……………………………………….. 9 Characteristics of this Genre…………………..………..……………………………….. 11 Constraints on this Genre…………………………………………………………………..13 Conclusion…………………………………………………………………………………… 14 Appendix……………………………………………………………………………………… 16 References…………………………………………………………………………………….18 Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !2 of !18 TRACK-BY-TRACK ALBUM REVIEWS ON BILLBOARD.COM Music criticism plays an important role in the promotion of certain music and artists to the general public. Due to the massive volume of albums being released, the music industry needs critics who will help consumers sort through these albums and find the best music in each musical genre. One of the most respected sources of music industry- related information and reviews is Billboard Magazine. Billboard is a highly influential trade magazine which is best known for identifying and categorizing mainstream music using charts that rank albums by their sales, radio plays, and mentions in social media. Billboard’s writers listen to albums that are highly rated on these charts, and analyze their quality in track-by-track reviews. FIGURE 1: The first issue of Billboard. Billboard was founded in 1894 as an The tagline reads, “A Monthly Resume Of All That Is New, Bright, And Interesting On The Boards.” advertising and marketing magazine (see Figure Image Source: http://www.billboard.com/ 1), but eventually “evolved into the primary source articles/news/6304263/billboard- magazine-120-anniversary of information on trends and innovation in music” (“About Us”). It publishes news about the music industry, including business news, reviews of new albums, and celebrity news about popular music artists. Billboard Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !3 of !18 also discusses music in commercials, TV and movies, and reviews live performances and tours. While the print magazine version is popular, Billboard’s website has a larger audience and is visited by as many as 13 million unique visitors a month (“Billboard.com Breaks Traffic Record”). The website is split into two parts, a consumer-oriented site and an industry-oriented sub-domain. The consumer-oriented site is where the track-by- track album reviews are posted so that the general public can read them. In each track-by-track review, the writer gives his or her opinion and interpretation of the album, while often providing context by mentioning the artist’s background and previous albums, recent events in the life of the artist that may be reflected in the music, and other possible influences. The writer also briefly analyzes the track’s lyrics, music, and instruments. BILLBOARD’S AUDIENCE The website is so popular that it “now attracts over ten million unique visitors each month in more than 100 countries” (“About Us”). According to Billboard.com’s “About Us” page, this website readership consists of “music fans, artists, top executives, tour promoters, publishers, radio programmers, lawyers, retailers, digital entrepreneurs, and many others” (“About Us”). As previously mentioned, the magazine’s website is split into two sub-sites, which are Billboard.com and Billboard.biz. Billboard.com is specifically targeted towards the music industry’s consumers (see Figure 2), while Billboard.biz focuses on providing news and data that people who work within the Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !4 of !18 industry need to know. Many of the print magazine’s articles are provided on Billboard.biz, and require an online subscription in order to be accessed. Primary audience All track-by-track album reviews are posted on Billboard.com, suggesting that the intended audience for these reviews is the consumer. The consumer wants to know which albums to buy, and reads the album reviews in order to find out which albums are popular. These reviews are visible to any site visitor and require no subscription (unlike much of the content on Billboard.biz). The reviews are surrounded by consumer- oriented ads for McDonalds, AT&T, and Samsung’s Galaxy Note, while Billboard.biz has industry-targeting ads for services like Eventbrite, which is music ticketing service aimed at “promoters, artists and venues.” Billboard music reviews serve as one way to introduce consumers to these brands through well-placed ads. Figure 2: An old headline demonstrating that Billboard.com is targeted towards “music fans,” aka the consumers. Secondary audience Album reviews, like most of the information Billboard publishes, are also relevant to industry people. The industry is the secondary audience in this case. The industry Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !5 of !18 pays attention to reviews because the decisions made by the consumers have an impact on the success of the artist, tour promoter, record label, etc. PURPOSE OF TRACK-BY-TRACK REVIEWS The purpose for track-by-track album reviews is to satisfy the needs of the different groups of readers discussed previously. According to Ted Gioia, “…criticism is a tiny part of the ecology of the music business, but an essential part” (Gioia). There are three main types of needs that the reviews satisfy: consumer needs, industry needs and cultural needs. Consumer needs Consumers want to know what music to buy. They turn to the track-by-track reviews in order to find out which albums are popular as well as high quality. Music criticism in important in this respect because, as Gioia says, consumers need “reliable critics to guide them.” Besides helping the consumer narrow down his or her options on what to buy (and what not to buy), these track-by-track music reviews also “enhance the individual concertgoer’s capacity for critical listening” (Buelow). As another writer for The Hollywood Reporter puts it, “the critic helps the listener understand what they’re listening to and how it fits into music’s big picture” (Zemler). By reading these reviews, the consumer begins to learn how to separate the good albums from the bad albums on his/her own. The consumer also turns to these reviews simply to “know what an album’s like before release.” Industry needs Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !6 of !18 There are also many people within the industry who need music reviews. According to Gioia, “record labels… need frank, knowledgable feedback from critics— both to keep them honest and hold them accountable…” Record labels need to know how their artists work is being received, and these reviews also help them to have some idea of what the artist needs to work on in order to improve critical reception. The artists also benefit from the existence of music criticism. As Gioia explains, “artists deserve a milieu in which musical talent is celebrated and given some acknowledgement in the media.” Good press is important for the artist, the label, the tour promoters, and everyone else who benefits from the artist’s success. Andy Beulow, executive director of the Tacoma Symphony Orchestra, adds that, in general, the critic also “instills and leads an ongoing dialogue about the art form within a musical community” (Buelow). This is important because it helps the industry to be more innovative as it learns from the mistakes and successes of each album. Cultural needs According to Zemler (of The Hollywood Reporter), “the role of the critic is to contextualize, to generate an understanding of how our world is being reflected in popular culture and how that reflection compares to what came before.” The critic doesn’t just interpret music as good or bad, he also explains how that music reflects and fits into the general music culture. The reviewer explains the album by placing it in a certain genre, while also explaining how that music has been influenced by popular culture, previous albums, other genres, and other influences. In this way, the critic places the album in a certain slot in musical history and culture. Billboard has even been known to invent and redefine new genres in order in order to categorize new Track-by-Track Album Reviews on Billboard.com iiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Page !7 of !18 music so that the general public can understand it. For example, in 1948, it was a Billboard editor who coined the now-popular term “rhythm and blues” (Kahn). WRITERS OF TRACK-BY-TRACK REVIEWS Most of the authors of track-by-track reviews on Billboard are freelancers who also write or have written for other publications such as Rolling Stone, Buzzfeed, Pitchfork, Entertainment Weekly and many others. Several of the authors were Billboard interns before becoming freelancers or regular columnists. Billboard’s writers are based around the country, although their locations are only noted in on Billboard.com if the writer lives a city that is important to the music industry, like New York City, Los Angeles, Nashville,
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