Modern Music is “Quicker” Now – No Waiting for the Voice

Streaming services like Spotify have ramped-up the musical competition, and the music itself is changing. Songs are shorter and the singing starts quicker. Instrumental intros are almost gone.

“The fact is,” says iHeart Media Regional V.P. of programming Marc Sherman, “it is a reflection of our society that we want instant gratification. No waiting around. We want it now. We don't want to wait a minute, a minute-and-a-half for that hook that gets us.”

Sherman thinks this is the new normal.

“Honestly,” he says, “I cannot think of a song right now that has a long, drawn-out intro where you have to wait a while before you get to that hook.”

A study of Spotify listening habits found many songs get skipped over after just five seconds.

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