- 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。