For 31 weeks last year, Adult Swim dropped a new track every Wednesday from artists like Earl Sweatshirt, Tim Hecker, and Run the Jewels. This year, the TV network is going to extend Adult Swim Singles to 52 weeks. When I asked Adult Swim’s creative director Jason DeMarco why he decided to stretch the annual music program to a full year, his response felt like an encapsulation of how Adult Swim wants you to perceive its totally chill business model: “Just to see if we could.”
That nonchalance could be one reason for Adult Swim’s wild card status in the music industry. The Singles program started in 2010, a few years after MP3 blogs began dying off, and about a year after Spotify announced its first million users. Despite listeners’...
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