We now live in a world obsessed with metrics. Every click, every view, every share is meticulously tracked, measured, analyzed, and compared. The obsession with quantifiable success has seeped into the very fabric of how we perceive and evaluate the value of music. We talk about artists like they're stocks, albums like investments, and popularity as a reflection of worth.

But music isn't a commodity, it's a thing that people do, and have done, for tens of thousands of years. Music a cultural heirloom, passed down through generations, shaping our understanding of the world and of ourselves. Music is an expression of the human spirit, a way to connect with emotions, and a force that can move us in ways no other art form can. 

Why, then, do we cling so tightly to metrics?  Perhaps it's the allure of the quantifiable. We crave certainty, and in a world of constant change, numbers offer a seductive sense of stability. Perhaps it’s because metrics provide the illusion of the predictable, in an uncertain universe, where most things are out of our control. Measurements offer a clear, supposedly objective way to measure material success, even in a subjective field like music. Philosopher Jean Baudrillard’s concept of hyperreality, where representations of reality become more consequential than the understanding of reality itself, is strikingly relevant here. The metrics of music consumption are but an emulation that often overshadows the importance of the actual art. In treating music like something to be traded and bartered, we risk losing sight of the humanity behind the music. Indeed, in this age of late-stage capitalism, transactional relationships have become unsustainable, and less hierarchical means of relationship are needed to bolster and preserve the priceless cultural goods that we’ve taken for granted.

Data + Metrics = the Market Mentality

The modern music industry, however, increasingly prioritizes metrics. The shift toward metrics began long ago, with sales charts and radio play dictating an artist's worth, and in turn, their cultural reach. The digital age has turned this ruthless pursuit of commercial music success into an all-encompassing hyperreality. Streaming platforms, social media, and digital sales have turned music consumption into a data-driven enterprise: a song with a billion streams is a "hit," and an artist with chart-topping singles is considered a model of success. Today, streaming platforms track every second of a song played, while social media tallies likes, shares, and followers, creating a virtual scoreboard for artists.

An artist's worth has become tied to their ability to produce numbers, overshadowing aspects such as innovation, storytelling, and emotional resonance. In his essay High Fidelity Art: Music and Metrics in the Age of Streaming, cultural critic Ted Gioia argues that the dominance of streaming platforms has intensified this obsession with quantifiable success. He writes, “Artists no longer compete solely for acclaim or impact; they’re forced into a marketplace where visibility is everything, and algorithms dictate what gets heard.” By tying an artist’s value to their metrics, we risk overlooking the intangible qualities that make their work meaningful.

While data offer concrete insights into traffic, too much reliance on stream or download ranking also creates a skewed value system, where so-called 'promoters' run bot farms, and pay-for-play payola has further devolved into a survival of the richest. These metrics rarely provide valuable insights into listener behaviors, such as tickets bought for events or merchandise purchased. Such reliance on metrics tend to squeeze indie artists out of the market, at a devastating cultural cost that cannot be measured in capital. This creates a system where the worth of a song or an artist is judged by the ability to go viral rather than cultural value. These trends mirror broader economic patterns, where hard data often takes precedence over the nuances of human interactions and experience.

Metrics + Homogenization

The pressure to meet such metrics stifles creativity, yet the current system is dominated by the valuation of music-by-numbers, often privileging formulaic compositions designed for mass appeal and algorithmic favor.  Artists may feel compelled to create what sells, not what resonates, in an effort to be successful; for many artists, this means the ability to pay back loans, used to finance their careers, to their label. Emphasis on material wealth has lead to a homogenization of music, where formulaic, algorithm-friendly songs dominate playlists, while experimental or deeply personal, independently-produced works struggle for visibility. Artists may feel compelled to conform to formulas that maximize streams or radio play, rather than pursue experimental or deeply personal projects. A mainstream review of an album may discuss its first-week sales or popularity rather than prioritize its compositional innovation, thematic depth, or the artist’s delivery of performance. The trend of reliance on data analysis homogenizes the musical landscape, prioritizing what is marketable over what is meaningful.

Since 2023, Spotify has refused to pay artists with less than 1,001 streams. Despite boasting the most monthly listeners of any streaming platform, Spotify also pays the least per stream, at about 0.003 cents. No artist with less than almost a million monthly listeners can expect to make a living wage on streaming. This dynamic perpetuates inequality within the industry, as resources flow disproportionately to artists who are already successful. The prioritization of streaming marginalizes experimental, niche, or regional music that may not garner millions of streams but are no less valuable as art forms. Even artists at the peak of their careers face this tension. Nonetheless, the only artists who do make money on their music career must focus their energy on selling tickets and merchandise, a privilege only afforded to those who have the disposable income to go on tour or are fortunate enough to have the backing of a label, to whom they must pay back said loans. The fixation on metrics flattens the rich diversity of musical expression, tending to push artists toward homogeneity to stay relevant in the hopes of ‘making it’.

The Dehumanization of Artists

By focusing solely on measurable success, we are neglecting the unquantifiable aspects of music. How do you measure the solace found in a heartbreak ballad? The inspiration sparked by a protest anthem? The sense of identity affirmed in a traditional song? These cultural connections are deeply personal, subjective, and transformative. These experiences cannot be reduced to streams or likes. Moreover, this commodification often excludes marginalized voices. Independent and emerging artists, who may lack the marketing budgets or industry connections of established stars, struggle to compete in a metrics-driven landscape. Consider those whose songs captured societal upheavals and cultural change, using music to articulate struggles and dreams. To reduce these creations to mere numbers is to erase the very narratives they amplify. The preoccupation with metrics often overlooks this connection, prioritizing virality over authenticity. Yet the most enduring music is rarely designed for algorithms, but rather, resonates with us as it speaks to our humanity.

Music, like poetry, has often served as a vehicle of empathy and the voice of the oppressed. Its purpose is far greater than climbing charts. Consider how folk songs preserve oral histories, and  how spirituals give voice to the marginalized and oppressed. These works were not created with commercial success in mind; they were born from necessity, from emotion, and from the human need for connection. To frame these pieces solely in terms of metrics is to strip them of their cultural and emotional context. When music becomes a numbers game, it loses its cultural depth. Genres like blues, reggae, and folk have historically served as mediums for storytelling and resistance, carrying the voices of marginalized communities across society. These genres are valuable, not for their commercial appeal, but for their ability to articulate shared struggles and aspirations. To prioritize metrics over meaning risks erasing this richness. As African-American poet Langston Hughes once wrote, “Most musicians remain poor. But the music that they make, even if it does not bring them millions, gives millions of people happiness.” However, it doesn’t have to be this way. Indeed, today in Ireland, artists are given a living stipend which allows them to focus on their craft. Universal basic income would allow for the support of musicians who’ve contributed to human society as we know it.

Reclaiming Music as a Human Endeavor

Every song that humans create is the result of countless hours of labor, inspiration, and vulnerability. New threats to human artists have emerged in the form of so-called artificial intelligence. As of the writing of this article, over a third of all daily uploads to streaming platforms are AI-generated, and this AI slop is dominating the charts. Many of these AI music companies have joined forces with big labels, further widening the inequity gap between indie/small label and major label-backed artists. If we are to preserve the soul of music, we must resist reducing it to data. Reimagining how we value music requires a collective shift in mindset. This requires divesting from the measure of material success, in the form of streams and likes, to a cultural paradigm that values artistry, storytelling, and emotional resonance. It’s entirely up to fans to engage with the music in such a way, as part of the meaning-making required to sustain it. As composer and musicologist Aaron Copland once said, “The whole problem can be stated quite simply by asking, ‘Is there a meaning to music?’ My answer would be, ‘Yes.’ And ‘Can you state in so many words what the meaning is?’ My answer to that would be ‘No.’”

Initiatives like NPR’s Tiny Desk Concerts, which strip away the glitz to focus on raw, authentic performances, demonstrate the power of prioritizing substance over spectacle. To counteract the commodification of music, listeners and industry professionals alike must champion artistry over analytics. Bob Dylan himself remarked, “A song is something that walks by itself,” emphasizing the autonomy of music and its value beyond commercial confines. This involves valuing music for its ability to inspire, challenge, and connect, rather than its potential to generate revenue. From lullabies sung to soothe infants to anthems that galvanize nations, music connects people to their inner selves and to one another. Maya Angelou echoed this sentiment in her book Hallelujah! The Welcome Table, writing, “Music was my refuge. I could crawl into the space between the notes and curl my back to loneliness.”

Music education plays a crucial role in shaping how we think about the enduring value of music. Ethnomusicologist David MacAllester noted that “music transforms experience," highlighting its role as a vessel of cultural and emotional expression. Unlike many other forms of expression, music transcends language barriers. A symphony by Beethoven or a folk tune from India can evoke emotions in listeners who do not share the cultural or linguistic context of its origin. By teaching students to appreciate the history, diversity, and emotional depth of music, educators may foster a culture that prioritizes intrinsic value over numerical success, and grow a generation that values depth over data.

Shifting the Conversation: A Future Beyond Metrics

As technology continues to evolve, metrics will remain a part of the music industry, but they need not define the worth of artists. Metrics can be tools for understanding and growth rather than determinants of value. However, we must resist allowing numbers to overshadow the essence of music as a deeply human cultural phenomenon. Music is a reflection of our shared humanity, a testament to our creativity, and a bridge between diverse experiences. The challenge lies in balancing technology with humanity, ensuring that music remains foremost as a force of expression and means of connection.

Here are some ways we can reframe the narrative:

Celebrate Artistic Integrity

Instead of focusing on an artist’s chart performance, let’s be mindful to discuss their creative and personal risk-taking and cultural impact.

Embrace Diverse Metrics

If metrics are unavoidable, let’s expand the criteria to include listener engagement, community impact, and critical acclaim.

Foster Experiential Listening

Encourage audiences to listen deeply, to savor music beyond playlists, and to emphasize the stories behind songs and the artists who create them.

In the words of Leonard Bernstein, “Music can name the unnameable and communicate the unknowable.” Let us celebrate music as a testament to human creativity and resilience, a bridge across divides, and a source of joy and consolance. Let us work to encapsulate music’s true essence, not as a product, but as an experience of shared human legacies. Let's celebrate the artists, creators, and storytellers who bring us their gifts of music. Let's remember that music is a gift that enriches our lives and connects us to something greater than ourselves. By honoring the humanity behind the art, we can ensure music retains its mystery, diversity, and transformative power, and that music will continue to enrich our lives in ways that no algorithm or LLM ever could.

TAMI PUDINA is a creative technologist, having worked as a musician, AV engineer, and researcher. She creates music as SAW WHET.