A Feisty Adele Lensed By Erik Madigan Heck For TIME, Says Social Media Hurts Creativity

Top pop singer Adele covers the latest issue of TIME, lensed by Erik Madigan Heck. Adele joins a growing chorus of stars critical of the false relationship between them and social media. 

“How am I supposed to write a real record if I’m waiting for half a million likes on a f—ing photo? That ain’t real“

She thinks artists should be a “package,” not a “brand.”

While personal branding has become an integral part of being a recording artist, Adele dislikes industry jargon. “I don’t like that word,” she says of “brand.” “It makes me sound like a fabric softener, or a packet of crisps. I’m not that. But there’s personality in an artist, and if you’re expecting people to let you in and give themselves to you, you have to be a whole package. I feel like some artists—and this isn’t shading any artist, just me trying to come up with my own explanation—the bigger they get, the more horrible they get, and the more unlikable. And I don’t care if you make an amazing album—if I don’t like you, I ain’t getting your record. I don’t want you being played in my house if I think you’re a bastard.”

She thinks some artists are overexposed.

In an era where every bit of information about a recording artist’s campaign is carefully meted out to drum up interest for fans, Adele thinks that’s diluting the impact of the music. “I’m not throwing shade at anybody,” she says, “but when you have a six-month build up, don’t expect me to be there the day your album comes out, because I’m bored. It doesn’t matter how amazing it is. You put seven songs out. I’ve heard the album. I’ve heard everything you want to say about it. I’ve heard it all over radio. Don’t expect me to not lose interest before it’s even happened.”