“[“BIRDS OF A FEATHER” has] the simplest chord progression that [Eilish] has ever written, and yet structurally, it’s very unusual,” describes Harding. “She [combines sections] together to have them lay on top of each other later on.”

Artists are now being pushed to focus more than ever on crafting compelling melodies and storylines in a way that optimizes initial impact, likely in part due to revenue incentives—Spotify counts 30 seconds of listening as a full play that triggers a royalty payout.

While it is tempting to assign meaning to a pattern of decline in song length, Harding says it may be wise to not put too much stake in any one rationale in particular, both due to the slew of potential influences and for the music’s sake itself. He maintains that both quality and style should come far before considerations of length. “If we were to say “Blue Moon” is only a product of the phonograph era, that’s so demeaning to the value of that song.”

Can Writing Shorter Songs Actually Make You More Money?

“If you are already a huge star, perhaps one could say that,” says Harding per the above. “If you write 40 songs that are two minutes long, it’s possible [people will listen more frequently] because it takes up less time.”

At the same time, there are many examples of highly successful songs that are greater in length, and do not strictly follow the hook-based formula. Take The Weeknd’s “Blinding Lights.” It’s the most streamed song on Spotify of all time at 4.75 billion streams, but it starts with an almost 30-second intro. Compared to “Blinding Lights,” “Uptown Funk” by Mark Ronson and Bruno Mars comes in more quickly with a hook, but is 40 seconds longer than the 2014 average—the year the song came out—totaling about four minutes and 30 seconds. Even so, it has been steadily gaining streams ever since its release, now totalling over 46.5 million.

Ultimately, the most important factor in keeping listeners engaged is not song length, but quality.

Instead of dictating creative direction, the duration of a song or album should serve the music itself. “Some songs need to be long,” Harding points out. “I’m sure there are managers that have really strong feelings [about shorter songs’ replay value], but if an album is boring, people won’t listen to the whole thing anyway.” While artists may want to consider length in terms of where their music will be played—such as in creating a club mix or a radio edit—quality remains paramount.

Looking ahead, Harding sees potential for a counter-trend. He notes that fatigue from the prevalence of short-form content could lead to the resurgence of phenomena like jam bands, such as Phish or Grateful Dead. “People want to go out and have social experiences,” says Harding. “They want long, dissociative music that takes them on a journey.” Whether the short song trend continues or not, one thing is for certain: engagement does not come from duration, but rather from creating compelling music that stays true to the artist’s vision.