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  • (electronic music)

    (電子音樂)

  • - I was never intentionally really thinking about,

    - 我從來沒有刻意的真正去想過。

  • I wanna break the system.

    我想打破這個系統。

  • Like I just, for me it's just like,

    就像我只是,對我來說,它只是喜歡。

  • I was feeling very creative

    我覺得很有創意

  • and wanted to release my music rapidly

    並想快速發佈我的音樂

  • and when I wanted.

    而當我想。

  • Without streaming it would be so difficult

    如果沒有流媒體,它將是如此困難

  • to be able to do that.

    要能做到這一點。

  • - [Female Narrator] We all know streaming

    - [女旁白] 我們都知道流

  • is changing the way we listen to music

    正在改變我們聽音樂的方式

  • but it's also changing how artists release music.

    但它也改變了藝術家發佈音樂的方式。

  • Charli XCX is a singer and songwriter,

    Charli XCX是一名歌手和作曲家。

  • known for hits like Boom Clap,

    以《Boom Clap》等名曲聞名。

  • ("Boom, clap").

    ("轟、拍")。

  • Boys,

    男生:

  • ("I was busy dreaming about boys".)

    ("我正忙著夢見男孩")。

  • and "1999" with Troye Sivan.

    以及與特洛伊-西文合作的《1999》。

  • ("I just wanna go back, back to 1999").

    ("我只想回去,回到1999年")。

  • She's known to release music however and whenever she wants.

    眾所周知,她無論何時何地都會發布音樂。

  • Often with little warning.

    往往沒有什麼預警。

  • Which would've been unthinkable before streaming.

    這在流媒體之前是不可想象的。

  • Now artist can instantly put their music online

    現在,藝術家可以立即將他們的音樂放在網上

  • but this also means they have to find ways

    但這也意味著他們必須想辦法

  • to stand out among the millions of songs at our fingertips.

    在數以百萬計的歌曲中脫穎而出。

  • As a result,

    結果是:

  • the idea of what an album is has completely changed.

    什麼是專輯的概念已經完全改變了。

  • (upbeat music)

    (歡快的音樂)

  • - I wanna release music when I feel like it

    - 我想在我喜歡的時候發佈音樂

  • and how I want to.

    以及我想如何。

  • And I find that particularly major labels,

    而且我發現,特別是各大廠牌。

  • who have like a very like strict structure

    誰有像一個非常喜歡嚴格的結構

  • of how they want artist to release music.

    他們希望藝人如何發佈音樂。

  • That just doesn't really work for me.

    這對我來說並不合適。

  • And I don't think, especially now,

    而我不認為,尤其是現在。

  • it doesn't really work for my fans.

    對我的粉絲來說,它並不真正有效。

  • - What do you mean by that?

    - 你這話是什麼意思?

  • - Well, I think fans are hungry for content

    - 嗯,我覺得粉絲們對內容很飢渴

  • and for music from their favorite artists.

    併為他們喜愛的藝術家的音樂。

  • And there's so much out there at the moment, you know?

    而且現在外面有很多東西,你知道嗎?

  • They can get whatever they want all the time.

    他們可以一直得到他們想要的任何東西。

  • So it's very, everything's very like rapidly digested

    是以,它是非常,一切都非常喜歡快速消化的

  • and people want more.

    而人們想要更多。

  • So, yeah everything moves so much quicker now.

    所以,是的,現在所有的事情都快多了。

  • - But first, let's take a step back.

    - 但首先,我們先退一步。

  • Technology has always dictated how artist release music.

    技術一直決定著藝術家發佈音樂的方式。

  • The flat record was commercialized in the 1890's

    唱片在19世紀90年代實現了商業化。

  • and for decades, singles were popular

    而幾十年來,單曲流行

  • because early kinds of records could only hold about

    因為早期的記錄只能容納大約

  • three minutes of audio.

    三分鐘的音頻。

  • Around the 1950's, the LP was introduced

    大約在20世紀50年代,LP問世。

  • Which could hold up to 52 minutes of audio

    可容納52分鐘的音頻

  • and the album, as we know it was born.

    而這張專輯,我們知道它的誕生。

  • The traditional album lasted for decades,

    傳統專輯持續了幾十年。

  • continuing with the cassette and then the CD,

    接著是卡帶,然後是CD。

  • all the way until the 2000's,

    一直到2000年代。

  • when digital services like iTunes popped up.

    當iTunes等數字服務出現的時候。

  • This let people pick and choose

    這讓人挑三揀四

  • what songs they wanted to buy from albums,

    他們想從專輯中購買什麼歌曲。

  • ushering the singles market back.

    迎來了單身市場的迴歸。

  • Now, with the rise of streaming services,

    現在,隨著流媒體服務的興起。

  • how artists release music,

    藝術家如何發佈音樂。

  • whether it's singles, mixed tapes, or albums,

    不管是單曲、混合錄音帶,還是專輯。

  • has dramatically changed once again.

    又發生了巨大的變化。

  • (relaxed music)

    (輕鬆的音樂)

  • - Traditional album cycle is,

    - 傳統的相冊週期是。

  • you put out a single,

    你把一個單一的。

  • maybe a second single,

    也許是第二單。

  • if you're crazy you'll put a third single out

    如果你瘋了,你就會把第三個單子放出來。

  • before an album comes out.

    在一張專輯出來之前。

  • As a way of sort of teasing

    作為一種挑逗的方式

  • the larger product that is to arrive.

    越大的產品,要到。

  • - What are you seeing now that's different from that?

    - 你現在看到的與之不同的是什麼?

  • - I think the best way of putting it would be that sort of

    - 我想最好的說法是,那種。

  • waterfall method, where artist are putting out single,

    瀑布法,藝人出單。

  • single, more singles, and maybe a single every month,

    單,更多的單,也許每個月都有單。

  • that maybe would lead into an EP or an album

    也許會導致EP或專輯的誕生

  • and sometimes it will take years.

    有時會花上幾年時間。

  • - And this waterfall strategy is used by tons of big artists

    - 而這種瀑布式策略被大量的大藝術家所使用

  • like The Chain Smokers, Bebe Rexha and Billie Eilish.

    如The Chain Smokers、Bebe Rexha和Billie Eilish。

  • - I've heard that term for like three or four years now

    - 我聽說這個詞已經有三四年了

  • and its like whenever I go to a meeting with my label

    就像每次我去和我的公司開會一樣

  • and they'd be like,

    他們會像。

  • yeah you know we've been thinking about this new strategy

    是的,你知道我們一直在考慮這個新戰略

  • its called the waterfall strategy.

    其稱為瀑布戰略。

  • You drop one song and then three months later

    你放一首歌,然後三個月後

  • you drop another one and then three months later

    你又丟了一個,然後三個月後

  • you drop another one and that's the waterfall.

    你再掉一個,那就是瀑布。

  • I'm like wow okay, every body got paid today great.

    我想哇好吧,今天每個人都拿到了工資,太好了。

  • (laughing) Like its just,

    (笑)喜歡它的只是。

  • its just, that's just dropping songs.

    其只是,這只是下降的歌曲。

  • - What is the difference to you

    - 對你來說有什麼不同?

  • between a mix tape and an album?

    混合錄音帶和專輯之間?

  • - Literally nothing (laughing)

    - 什麼都沒有(笑)

  • the ones recently that I did

    最近我做的

  • like "Number 1 Angel" and "Pop 2"

    如 "一號天使 "和 "流行二號"

  • I called them mixed tapes

    我叫他們混合錄音帶

  • because then my label felt more relaxed about them.

    因為那時我的廠牌對他們的感覺比較輕鬆。

  • Because I think for a major label,

    因為我覺得對於一個大牌。

  • we're making an album, then we're putting it out

    我們正在做一張專輯,然後我們把它的出

  • there's expectations like we want it to hit this, this, this

    有期望,如我們希望它打這個,這個,這個。

  • like blah, blah, blah whatever.

    像諸如此類,諸如此類,諸如此類什麼的。

  • And so like for me the mix tape thing like,

    所以對我來說,像混合錄音帶的事情一樣。

  • I just wanted to like bang bang

    我只是想喜歡砰砰

  • like two albums in one year, like lets go.

    像兩張專輯在一年內, 像讓我們去。

  • - [Zane Lowe] Artists are putting out

    - 藝術家們都在推出新的作品

  • more and more individual songs because you can.

    越來越多的個人歌曲,因為你可以。

  • You don't have to wait around anymore,

    你不用再等了。

  • get into a cue, wait for a record label

    入戲,等唱片公司

  • or some company to tell you its your turn up to bat.

    或者一些公司告訴你該你上場打球了。

  • I think you're seeing younger artists coming up

    我想你看到的是年輕藝術家的崛起

  • who were raised in a free space

    在自由空間長大的人

  • using things like Sound Cloud to a degree,

    在一定程度上使用聲雲等東西。

  • watching iTunes democratize the release of songs

    看著iTunes民主化地發佈歌曲。

  • and now looking at streaming services and go well,

    和現在看流媒體服務和去好。

  • I can fill this with as much or as little music

    我可以用盡可能多或儘可能少的音樂來填滿它

  • as I want and I just want to be creative all the time.

    如我所願,我只想一直有創意。

  • I don't necessarily want to wait.

    我不一定想等。

  • - [Female Narrator] Charli has a new album

    - [女旁白]夏利有一張新專輯。

  • and in the five months leading up to it

    而在此前的五個月裡

  • released the four stand alone singles;

    發佈了四首獨立的單曲。

  • "Flash Pose", "XXXTC", "Spicy" and "Dream Glow".

    "閃光姿勢"、"XXXTC"、"麻辣"、"夢幻光芒"。

  • As well as six songs from the album

    以及專輯中的六首歌曲

  • including the hit "Blame It On Your Love".

    包括主打歌 "Blame It On Your Love"。

  • Which roughly breaks down to a single every twelve days.

    大致是每12天就有一次。

  • (techno music)

    (電子音樂)

  • - I think streaming really lends itself

    - 我覺得流媒體真的適合自己

  • to artists being artists,

    到藝術家是藝術家。

  • streaming is determined by the user right

    流是由用戶權利決定的

  • the person using the platform

    用家

  • so they can click on Billie Eilish

    這樣他們就可以點擊比莉-艾利什了

  • and stream her as much as possible

    並儘可能地流向她

  • and they can also like go to her Instagram account

    他們也可以喜歡去她的Instagram帳戶。

  • and like work out pretty quickly

    和喜歡的工作相當快

  • that she's like a very unique and cool person

    她就像一個非常獨特的,很酷的人。

  • and its driven by like the kids

    其驅動的像孩子

  • and the people who are listening to her music.

    以及聽她音樂的人。

  • Which I think is really good for pop music and for culture

    我覺得這對流行音樂和文化都很有好處。

  • because its not like a bunch of like white males

    因為它不像一群喜歡的白人男性。

  • at radio stations and record labels deciding

    在電臺和唱片公司決定

  • like what the general public should listen too.

    喜歡大眾應該聽的東西。

  • - The boundary between

    - 邊界

  • can people get my work could not be lower right?

    大家能不能把我的工作做得不低呢?

  • Its at the lowest point in history.

    其處於歷史最低點。

  • We could make a track right now

    我們現在就可以做一條軌道

  • and we could go put it on the internet

    我們可以去把它放在互聯網上

  • we could get it on Spotify almost immediately,

    我們可以得到它在Spotify幾乎立即。

  • that's not the problem, the problem is

    問題不在此,而在此

  • how do you get peoples attention once its out there?

    你如何得到人們的注意 一旦它在那裡?

  • How am I going to be noticed in that crowd

    我怎麼能在人群中被注意到呢?

  • of music that's being released every single Friday?

    的音樂,每週五都會發布?

  • There's like this tension

    有這樣的張力

  • between the business of music and the artistry of music.

    音樂的商業性和音樂的藝術性之間。

  • There's I think also a lot of people crying wolf

    我想也有很多人在喊狼來了。

  • of like music is over

    的喜歡音樂的是過

  • because of this new streaming economy,

    因為這種新的流媒體經濟。

  • songs are only going to be

    歌曲只會

  • one minute and twenty five seconds long,

    1分25秒長。

  • they're not going to be meaningful.

    他們不會是有意義的。

  • But the thing about attention

    但關於注意力的事情

  • is that people get bored of fads,

    是人們對時尚感到厭倦。

  • they get get bored of things that are just pure tricks.

    他們會對那些純屬小把戲的東西感到厭煩。

  • You ultimately have to

    你最終要

  • grab someones attention and sustain it.

    吸引一些人的注意,並維持它。

  • - How do you think streaming

    - 你如何看待流媒體

  • has changed the way people write music?

    已經改變了人們的音樂創作方式?

  • - Oh extensively.

    - 哦,廣泛的。

  • I've heard from multiple song writers

    我聽了很多作曲家的意見

  • that they are actually thinking about

    他們其實是在想

  • the song structure differently

    曲式不同

  • because of how they are going to get paid

    因為他們將如何獲得報酬

  • via song streaming.

    通過歌曲流。

  • (upbeat music)

    (歡快的音樂)

  • - [Female Narrator] Which means,

    - [女旁白]這意味著,

  • streaming isn't just changing the album,

    流不只是改變專輯。

  • its changing songs.

    其變化的歌曲。

  • - [Charlie] Like if its not for me

    - [查理]喜歡,如果它不適合我

  • and if I'm writing like a song

    如果我寫得像一首歌

  • that is for another big pop artist,

    這是為另一個大的流行藝術家。

  • that's where I get really into my commercial zone.

    這就是我真正進入商業區的地方。

  • So I want to play all the games

    所以我想玩所有的遊戲

  • and I want this song to be huge,

    我希望這首歌能成為巨大的。

  • be the perfect little package that will make it

    是完美的小包裝,將使它

  • as most maximally appealing to every body.

    作為最能最大限度地吸引每一個體。

  • - So what are some of those tricks that you use

    - 那麼,你使用的技巧有哪些呢?

  • to make sure that the skip rate is as low as possible?

    以確保跳過率儘可能低?

  • - Like chords within the first thirty seconds,

    - 比如前三十秒內的和絃。

  • no like weird like self indulgent intro

    不喜歡奇怪的喜歡自我放縱的介紹

  • which basically are on all the songs I put on my album.

    基本上都是我放在專輯裡的所有歌曲。

  • Hook at the top, in the intro,

    鉤在頂部,在引子。

  • maybe even start with the chorus.

    也許甚至開始與合唱。

  • I think that radio songs should be like two minutes twenty,

    我覺得廣播歌曲應該是兩分鐘二十分鐘的樣子。

  • like get in and get out

    進退自如

  • like everybody just get on with your life.

    像每個人都只是得到與你的生活。

  • - So you just try to front load

    - 所以,你只是試圖在前面加載

  • as many of the catchy bits as possible?

    儘可能多的朗朗上口的部分?

  • - I think so.

    - 我想是的

  • The formula and tricks I think are used

    我認為使用的公式和技巧

  • and paid attention too so much in the streaming climate

    並注意太多,所以在流媒體的氣候

  • because its all about like making sure

    因為其所有關於喜歡確保

  • the person doesn't change the song.

    人不換歌。

  • Now its like all about like did you like grab them

    現在它就像所有關於喜歡你喜歡抓住他們。

  • in that first five seconds.

    在那最初的五秒鐘內。

  • - Do you think that what you're doing

    - 你覺得你在做什麼

  • represents more what people will be doing in the future?

    更代表了人們未來要做的事情?

  • - I kind of think its the norm now,

    - 我覺得這已經是常態了。

  • I mean like Ariana Grande is one of the most

    我的意思是像阿麗亞娜格蘭德是一個最

  • huge artists in the world

    巨匠

  • and to me it at least

    而對我來說,它至少

  • it felt like she is like doing what she wants.

    感覺她就像在做自己想做的事。

  • She just like put out an album

    她就像出了一張專輯

  • and then like straight away dropped like "Thank You, Next"

    然後就像直接掉了一樣 "謝謝你,下一個"

  • and I think that's happening a lot more now.

    而且我覺得現在這種情況發生得更多了。

  • I think the new landscape really

    我覺得新的風景真的

  • like lends itself to artists who are unique

    喜歡的藝術家都是獨一無二的

  • and have a different language

    異口同聲

  • and a very specific vision

    和一個非常具體的願景

  • in that sense I think streaming is good

    在這個意義上,我認為流媒體是好的

  • because it just opens everything up

    因為它只是打開了一切

  • and every thing becomes much more cross pollinated

    而所有的東西都會變得更加交叉授粉

  • and there's for so many you know genres

    有這麼多你知道的流派

  • and its not about radio which is great

    它不是關於收音機,這是偉大的

  • and so I think that's a good thing,

    所以我認為這是一件好事。

  • I think that's great.

    我覺得這很好。

  • (electronic music)

    (電子音樂)

  • - [Female Narrator] Thanks for watching

    - [女旁白] 謝謝你的觀看

  • this video is brought to you by

    這個視頻是由

  • "Loft Hotels" different by design.

    "閣樓酒店 "與眾不同的設計。

  • For more videos like this,

    更多這樣的視頻。

  • like and subscribe.

    喜歡和訂閱。

  • Before we talk about anything else,

    在我們談論其他事情之前。

  • one thing that I'm dying to know about

    我很想知道的一件事是:

  • is why you call yourself Charlie XCX.

    所以你才叫自己查理-XCX

  • - It was just my MSN screen name when I was younger

    - 這只是我年輕時的MSN網名。

  • and then I would just make MP3's and put them on MySpace

    然後,我就會做MP3,並把它們放在MySpace上。

  • and I didn't have a stage name

    我也沒有藝名

  • so I just panicked and used my MSN screen name and

    所以我就慌了,用我的MSN網名和

  • - [Woman With Pink Hair] The rest is history.

    - [粉色頭髮的女人]剩下的就是歷史了。

  • - The rest is history yeah.

    - 剩下的就是歷史了是的。

  • - God you're such a child of the internet.

    - 天啊,你真是個網絡的孩子。

  • - Yeah (laughing)

    - 是啊(笑)

  • - An MSN screen name and then putting it up on MySpace.

    - 一個MSN網名,然後放到MySpace上。

(electronic music)

(電子音樂)

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