#43. Broods - Free (#71, 2016)
4th of 2016
There's a lot of talk about how in the 2020s, the consumer agency has been ripped out of the democracy of popular music. Maybe few people will say it in those words where 'The charts are rigged' cuts closer to the emotional core, but anyway. There's something in it, at least. Gone are the days of the individual buyer selecting the album or single they want, paying money for it, and having it counted in the chart as such. Now it's an age of online playlists where there might be some general agency in so far as people are largely listening to the types of music they like, but they're increasingly less likely to be on the committee for what exactly they're listening to at any point in time. They might even be okay with this. Their feedback comes via the fact that they continue to listen, and maybe pay for the privilege to do so uninterrupted. Of course, the caveat here is that algorithms can flip on a dime, and it can be hard to discern the difference in popularity between two choices when an online server has decided to feed more people into one thing than another, for any number of reasons. Demand can win out, and cult of personality still exists, you just have to convince yourself you aren't being tricked into getting invested into the same thing as everyone else. That's something that goes back much further than the 21st century though.
I do want to shine a light on the mid-2010s again. There was a peculiar transitionary period when streaming was introduced. Initially it made for a minor difference in the state of play, but over time, it wasn't just controlling the flow of what songs would take off, but it would get the lion's share of the activity, before almost singlehanded taking over everything. I have to remind myself that the inflection point when sales & streaming were equally balanced is around early 2017, just because the weight of change felt like it came in much sooner.
2016 is a funny year in the charts. It was 10 years ago so I've seen people pine for it nostalgically. A year that seemed to just have so many major hits all at once, something that probably does roughly stand to scrutiny if you look into it. Ask people at the time though, and you're more likely to hear about how it was the worst period ever. The charts slowed to a crawl, and any semblance of variety was replaced with an increasingly indistinguishable mush of either trap or tropical house. To add to this, you had Spotify to be easily culpable for feeding it to everyone. Maybe they just were rightly onto something and it was a successful venture, but if you're not invested in those sounds, it just feels like everyone's been fed the same conveyer belt of slop. If it's done enough, you don't even need people going back for repeat listens, because curiosity listens count all the same.
From my perspective, 2016 to 2018 was the time when it felt like Spotify totally controlled the conversation. There was a popular playlist in Australia called Hot Hits Australia. It was helped by a combination of SEO and also sometimes just being on the frontpage as an easy option. It was a kingmaker. The huge boost in streams you got purely from being on that playlist meant that you'd singlehandedly get more streams than most other artists could ever organically produce. A lot of chart movement in this time period is just songs moving up and down the chart in reaction to how they've been shuffled around this playlist. The playlist still exists nowadays, but with a plethora of other options, it doesn't feel quite as impactful as it once was. It can probably generate Gold sales for anyone lucky enough to remain on it for a long time, but it's probably not making hits out of thin air.
Hot Hits Australia wasn't the only one though. It might not have even been the biggest contributor all up, just that it was hard to really tell with this other one. Also promoted constantly on the front page of Spotify at the time were the charts themselves. Both the daily and weekly editions of Spotify's top 50, perfect for the discerning consumer who just wants to know what's most popular right now. Being on this playlist meant for a huge boon that you'd often see immediately. Once a song has popped up on that chart as a new entry, they immediately balloon up by about 10,000 streams, and potentially ride that momentum into the distance (I have to imagine the top handful of tracks got far more streams, it just wasn't ever able to be measured reliably). There was a bizarre by-product of this that could be seen on the UK Spotify charts. Very few songs would peak between #41-#50, but so, so many would peak at #51. They were the songs that by all accounts should have been in the top 50, but were being left out because they weren't able to keep up with the promotional aspect of the songs that are just trapped in the top 50 on their own momentum. The same thing used to happen with the iTunes store. Reaching the top 10 meant a nice boost and potentially weeks of extra life. Slip out for one moment and you come crashing down to earth fast. One of the most interesting things I observed with this is that you'd get explicit hit songs like Enrique Iglesias's "Tonight (I'm F**king You)" or Lloyd's "Dedication To My Ex (Miss That)". The early adopters would go for the lewd version of the song and get it stuck in the iTunes top 10 as the accepted popular version. Once they fell out of the top 10s though, and after months of radio airplay for the clean versions, buyers would quickly shift over to the clean versions instead. The lesson here is that it's always easier to convince people to consume content if they feel they know everyone else is doing it.
When I think of the song "Free" by Broods, I think of it as a potentially huge, missed opportunity. Something I left out when talking about Australia's Spotify top 50 is the reaction lag that comes as a consequence of time zones. Not everyone knows this, but Spotify operates on GMT-0 for all of its national charts that it publishes (which all also update together, whenever Spotify randomly does). For most of the world, this is adequate. Being a handful of hours before or after means that you're mostly affecting streams in the midnight hours and it'll largely look fine. Spotify usually updates in the middle of the day, maybe even the morning for Americans. There's a little bit of lag in it, but you were likely sleeping through much of that.
Australians were probably awake the whole time. For any given Tuesday's chart, what you're actually getting is streams that start at 10 A.M. (EST) on that Tuesday, and end at 10 A.M. on the following Wednesday. A quirk from this is that it means often tracks from big Friday new releases can pop up on the Thursday chart if they were released at midnight. The main problem though is that the roughly 12 hour period in which the charts haven't been updated is while most of Australia is awake. You probably won't see the updated chart until you log into Spotify again the next morning (and if we're being fair, it's often finnicky about actually updating for everyone). You're likely not seeing the result of these streams for a full day and it had a strange side effect for our charts. Whereas in other countries, getting into the top 50 just once was an assured success as it would react immediately on the next day, Australia ended up a little bit staggered. The understood wisdom is that in order to really solidify your place, you had to manage two days in the top 50 before things would kick in. For the most part, this is fine, getting in once is usually enough to say you're good for a second, but not all chart days are created equally.
"Free" by Broods was a respectable hit single in Australia. It was largely riding on digital sales but it managed to reach #30 on the charts, making up for "Bridges" not quite hitting the top 50. It just had one thing riding against it which is that it could not quite make the leap into the Spotify top 50. A huge potential boon was awaiting Broods, but every single day, the chart would come out and they'd be at #51 or #52 again. Digital sales are always a little more fleeting so they needed to make the leap sooner or later or the song would crash down the charts. This is the part where if I was making a YouTube video or something and I was good at editing, I'd prompt you all to assume the end result of this. Yes, "Free" by Broods did in fact make the Spotify top 50 eventually. It did so on the 28th of April 2016, about a month after it first came out. There's no reason to make any note of this date, just that it's a Thursday, which means that a bunch of new releases were right around the corner. One of those releases just happened to be "This Is What You Came For" by Calvin Harris & Rihanna. Whether or not you think the song is particularly memorable, it's obviously a superstar collaboration, and it ended up being a #1 hit. Every time Rihanna drop, she is the only thing y'all playin', or so I'm told. Such was the hype for the song that it managed to be a relatively rare instance of a song debuting straight in the top 50 on the first day, which was pretty impressive. It did no favours to Broods however, as the injection of this new hit song into the mix dropped "Free" down to #51 that day, and it never got any higher than that again. Calvin Harris & Rihanna singlehandedly dropped a nuke on this one song in particular. I like to imagine that there's a world where it hung on for one more day, and then took its strides up, becoming a much bigger hit. As it played out, "Free" dropped out of the ARIA top 50 a couple of weeks later, and largely faded into the background. Its wings clipped so thoroughly that it wasn't even the highest Broods song in the Hottest 100 that year, as non-charting "Heartlines" (#605) got the better of it. I feel like we're worse off for it because "Free" is one of the more interesting hit songs of the time.
Broods made their name on very wistful, unassuming music. You're there for Georgia evocative vocals and the pleasant music behind it. "Free" flips the script on this and goes much bigger. There's an almost industrial feel to the song's pounding synths. I'm reminded a little of "Everytime" from their debut album which was a big favourite of mine. They both go for that oppressive sound which I would best describe as 'What if "Time To Pretend" by MGMT had louder drums'. "Everytime" in particular stood out to me because there's so much force and emotion in Georgia's performance, like persevering through duress. She puts in another good performance here but I think it succeeds in a more general sense of having an incredibly catchy chorus. You're teased a little on the first time through which makes me appreciate it more on the subsequent goes around because they double it up. It's the fact you can mentally process that it might be over that makes it all the more satisfying when they keep it snapped into place. Just felt like a very easy song to get behind at the time.

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