While this wave of fresh faces adds vibrancy to the nation’s entertainment scene, seasoned artistes view the saturation of the industry as a challenge. As a result, young artistes must adopt strategic approaches to stand out and gain recognition from fans.
With over three decades of experience navigating the highs and lows of the music industry, renowned singer and composer Norman Abdul Halim – best known as part of the sibling trio KRU – said young singers should avoid being complacent after achieving popularity with just one or two songs.
He advocates for a strong work ethic, encouraging consistent output of fresh material, ideally releasing a new song every two months. Norman, the eldest of four siblings, underscores that this strategy is vital for new artistes to remain relevant and competitive in an ever-evolving industry.
Furthermore, Norman pointed out that the music industry is continuously evolving with current trends, as listeners and fans are always seeking fresh content from artistes, whether it comes from their own compositions or works crafted by other songwriters and composers.
“The trend has shifted. Fans or listeners, after hearing a song from an artiste, no longer want to wait as long as six months for new releases.
“Record labels and artistes today need to recognise that fans expect a steady stream of fresh songs. These tracks don’t necessarily need to dominate radio airplay but can instead focus on other platforms like video and audio streaming,” he told Bernama.
Norman noted that the presence of various digital platforms to promote new music – whether through social media or streaming services – has made it easier for new artistes today compared to the past, when they heavily relied on radio and television.
Additionally, Norman emphasised that the power of social media and music streaming allows artistes to share their latest creations with a global audience, breaking down geographical boundaries. He views this as a highly effective strategy for helping artistes stay memorable to their fans.
However, the CEO of KRU Studios stressed that producing a song requires more than just a casual effort: it demands meticulous attention to structure and the arrangement of elements, which have evolved alongside changing listener preferences, cultural shifts, and advancements in technology.
“In the past, song intros could be lengthy, but that’s no longer the case. You need to get to the punchline right away. Sometimes, people won’t even click on songs longer than three or four minutes… the format has evolved.
“Previously, melodies and music arrangements had multiple sections, but today’s audiences prefer things to be quick,” he concluded.