“To keep streaming consumers engaged, it is increasingly common for songs to begin in medias res - with a hook, followed by a hook and ending with another hook,” wrote Charlie Harding and Nate Sloan in The New York Times. This is, ostensibly, a good thing for musicians - but it’s also changing the music landscape fast. So your mind can’t let go of the task,” Callula Killingly a researcher who studies earworms, at the Queensland University of Technology, told CNET. “Leaving a task unfinished results in a sense of tension, because you feel psychologically compelled to finish the task. The reel dances themselves originated on TikTok - now banned in India - which is a platform that was described by Rolling Stone as a “staging ground for hits.” TikToks also serve as sources of punishingly resistant earworms - popular TikTok songs and remixes stay stuck in our heads for far longer than we’d like and are, increasingly, the recipe for a song’s success. The pay-off is served prematurely hot so as to quickly get cold and fade away. But usually, it is a snippet of a track - with the “drop” or the chorus being the most captivating part of a song. It takes no less than five minutes to take a digital stroll scrolling down Instagram’s many algorithmic cul de sacs to hit upon a reel with a track so familiar as to be grating. Some would say we’re in a strange phase of the internet’s evolution.
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