Here’s my absurd, reductionist viewpoint on why editorial will survive the demise of the music industry: just because big conglomerates won’t make money selling music doesn’t mean people will stop making it. Artists will keep doing all sorts of beautiful, irrational things, often at considerable personal expense, even if there’s no one to buy it. Someone still needs to dig around to find what’s great, right?
If we as critics concentrate solely on solving the music industry’s problems, we won’t be able to adequately address our own. Jason Gross and I have been going back and forth quite a bit about this on Twitter. He wrote, “Music biz = our bread/butter (& our love). As for saving criticism, do you mean the whole scribe trade or our just our own turf?” Conflating the music business with music itself is silly. (I’m sure Jason agrees, but his tweet is illustrative nonetheless.)
If criticism survives it will be as a cultural filter. It sounds impersonal, but it’s of crucial importance to an audience. We have to stop thinking of ourselves as servants of the music industry and concentrate on being of value to an audience with precious little time to spend thinking about our passion. Remember, critics have always been cultural curators, so it’s not a radical change in job description. We just have to think of our role in broader terms.
Our love is writing about music. Let’s not forget that.