We didn’t want it on the label – the slow death of proper singles
Hello you lot, hope your week is off to a reasonable start. I know there are 52 Mondays in every year so why does it seem like they come around even more often than that? I was listening to something on a podcast over the weekend about the music industry and the state of cd sales and how singles no longer really exist as a physical option. It was interesting and a bit worrying to hear just how much the market for music has changed, I’ll do some extra research but the inference was essentially this. To reach #15 in the British Charts in 1982 would have taken more sales than it now takes to reach number one. If that’s true you wonder if the single should officially be laid to rest?
Let’s look at then versus now (I’ll base it on the UK as that’s where my experience lays). In 1982 a 7″ single was about £1.25 – or just about $2.00 in US terms. Don’t forget the spending value of a pound or a dollar was also significantly higher then than it is now. So for your money you got a 7″ slab of vinyl, a B-side and ideally a picture sleeve. Remember the annoyance of going out to purchase a single and finding that it was just a plain white paper sleeve? Still annoys me to this day. Today you can download essentially any song for a quid or a dollar, no side, no artwork and nothing to actually touch and hold. I still have two long boxes of 7″ singles from around 1978-1991 and while I don’t play them as often as I once did I still dig them out every few months to look at the artwork…am I alone in this? I don’t think so. Somehow I don’t think someone who is growing up on music today can possible look at their hard-drive, I-pod or MP3 player and be touched with the same romance about their singles collection. Seeing 125 icons in a folder marked ‘singles’ on your computer would leave me feeling just hollow really, and even before I complete this sentence I see I’m showing my age.
Singles used to be real events, they were a preview of where a band might be heading with a forthcoming album or offered a track on the b-side (or ideally both sides) that you had never heard before. The best bands (it seemed) made a point of singles providing value, a different version new tracks or alternate versions, if the band made the singles valuable you were even more likely to want to purchase it. There were a few bands that I would purchase every single by from around 1979 (London Calling and every subsequent Clash single) until about 1992. I measured my level of commitment to a band by whether I’d buy all the singles too. When did it all change? I think it began with CDs and the cost of singles getting far too high – plus the CD single didn’t compliment an album the same way a 7″ or 12″ seemed to be a child of the album. It may have been the fact that CD singles were often in crappy cases or impossible to file as a separate part of your collection but it was around that time that I started to buy less singles.
The market was in decline throughout the 1990′s despite Blur and Oasis making singles hip once more for a short time, but soon after the digital age arrived singles you could see were essentially a thing of the past. We’ve gone full circle now as album sales outweigh singles sales by a huge margin, in the 1960′s the opposite was true. With artists now offering whichever track you want for a direct download the vague notion of a ‘single’ is all but gone. It’s sad but it seems inevitable.
Amazingly in the UK for example, due to downloads 2009 represented the most sales of ‘singles’ (one track downloads) in the history of the industry. On the other hand less than 2% of those singles were CDs – the album market by comparison still relies on actual CDs – over 85% of album sales in the UK in 2009 were CDs with the remainder being downloaded digital versions.That ratio suggests there is still hope for ‘the album’ I’m sure those ratios change greatly dependent on the age of the consumer too.
I’d meant to write about the choice of singles that The Clash/CBS Records made over the years – as an album by album feature. I’ll still write those articles but seemingly not tonight! More soon ~ thanks for coming by. Tim



