What's Going On With AutoTune?

Fewer songs are using it, but the ones that do, have better chart performance

Let’s Clarify

I’m referring to the use of AutoTune-As-Effect. Initially AutoTune was only used as a pitch correction tool to fix the imperfections occasionally found in vocal performances. Then a creative choice was made by T-Pain and others to use AutoTune settings that add a synthetic and hyper-tuned quality to vocal performances. I track the usage of this production technique in my analysis of songs in the Billboard Hot 100 charts. If you’re new, you can find details about me and this data project here.

In the years since, this technique has exploded in popularity and even caused legendary vocalist Usher to accuse T-Pain of ruining music for “real” singers.

And while some within the creative community still share Usher’s assessment, there has also been a general acceptance of this use of AutoTune-As-Effect. It’s increasingly seen as just another tool in the artist’s tool belt; with Rappers and Rap-Singers in particular making extensive use of this tool.

But that may be changing.

What’s Changing

Last week I shared the chart above, showing that the usage of AutoTune-As-Effect in songs is decreasing steadily. But the chart below adds a twist.

The average time-weighted chart performance of songs using AutoTune-As-Effect is improving. Put another way: even as it is being used less, the songs that do use it, seem to be performing better.

Possible Explanation

AutoTune-As-Effect is now migrating to Pop songs that are being crafted for optimal chart performance. At the same time, the community of artists whose heavy usage made it popular, is getting bored of it, using it less and less.

As I’ve covered in previous articles, Vocal Inflection (vocal accent) can be used as a reasonable proxy for genre. And the chart above shows that AutoTune-As-Effect is being increasingly used in connection with the Western Pop vocal inflection. In essence this means it’s being used in more pop songs which are typically designed to maximize chart performance.

Another finding in the data that supports this idea is seen above. The increasing use of Pre-Choruses in songs with AutoTune-As-Effect shows a shift towards song-craft choices that are popular in the Pop genre, which often has some of the highest charting songs. But regardless of genre, the use of a Pre-Chorus is almost universally seen as a way to make a song catchier; often resulting in better performance on the charts.

What Happens Next

I wouldn’t be surprised to see fewer and fewer Rappers/Rap-Singers using AutoTune-As-Effect. And maybe, less of it overall in Black American Music. I doubt it will disappear entirely, but as a trend gains such wide acceptance it can become tired and un-inspiring. Put another way: AutoTune-As-Effect might not be as exciting anymore. That is, unless someone re-invents it.

We shall see!