Technological advancements have once again made their mark on the antiquated structure known as the music industry. The latest salvo came this week as the Recording Industry of America announced that streaming will now become a contributing factor when awarding the certification of albums as gold or platinum.
And what exactly is “streaming”? Streaming music is a way of delivering sound without the need to download files of different audio formats. While not being a tech wiz, it sounds like listening without downloading.
The changes, effective immediately, mean the RIAA will include on-demand audio and video streams and a track sale equivalent in determining which releases get the coveted album awards—a change that follows a similar tweak in 2013 to include on-demand streams for its Digital Single Award.
Through a prepared statement, Cary Sherman, chairman and CEO of the RIAA, said, “For nearly six decades, whether it’s vinyl, CDs, downloads or now streams, the Gold and Platinum Program has adapted to recognize the benchmarks of success in an evolving music marketplace. We know that music listening—for both for albums and songs—is skyrocketing, yet that trend has not been reflected in our album certifications. Modernizing our Album Award to include music streaming is the next logical step in the continued evolution of Gold and Platinum Awards, and doing so enables RIAA to fully reward the success of artists’ albums today.”
A formula was devised as an indicator on how the numbers will be computed, which states, “After a comprehensive analysis of a variety of factors, including streaming and download consumption patterns and historical impact on the program—and also consultation with a myriad of industry colleagues—the RIAA set the new Album Award formula of 1,500 on-demand audio and/or video song streams equals 10 track sales equals 1 album sale. Also effective today, RIAA’s Digital Single Award ratio will be updated from 100 on-demand streams equals 1 download to 150 on-demand streams equals 1 download to reflect streaming’s enormous growth in the two-plus years since that ratio was set.”
In responding to the rule change, James Donio, president of the Music Business Association, said in a statement that the change “affirms the importance of streaming in today’s music business and allows for a more modern and complete sales measurement system for this iconic program.”
Seventeen titles have been the beneficiaries of this initial change. Under the new ruling, several hip-hop and R&B artists are now able to add or upgrade their trophy cases with gold, platinum and multi-platinum plaques. Wale’s “Ambition’ is now certified gold. Kendrick Lamar’s “To Pimp a Butterfly” and Big Sean’s “Dark Sky Paradise” received platinum upgrades. The Weeknd’s “Beauty Behind the Madness” is now multi-platinum, reaching 2 million in sales, and Michael Jackson’s “Thriller’ is platinum 32 times over—32 million!
On the surface, it would be cause to celebrate, but at least one camp is looking to pump the breaks on the overhaul. Though the new rules mean that Lamar’s “To Pimp a Butterfly” is now certified platinum, Anthony Tiffith, CEO of Lamar’s label, Top Dawg Entertainment, refused to acknowledge the achievement. “We don’t stand behind this [RIAA] bs. Ole skool [sic] rules apply, 1 million albums sold is platinum,” he tweeted. Until we reach that #, save all the congrats.”
In another post, Tiffith wrote, “No cheat codes 2 platinum.”
True dat! While the changes will open doors for a few artists, Black music and Black artists in general can potentially take a hit. With the bar for certification presumably lowered, some great art can be put on a level or below someone who has immense popularity. Maybe it might be time to get a Twitter game popping.
Over and out. Holla next week. Till then, enjoy the nightlife—like Cam and crew will do Sunday night.