Well, that's the Holy Grail of musicians - to write a catchy tune that has legs, and isn't just a flash-in-the-pan.
And it's not just music. Some books are simple, only to be read once. Some books - say, Lord of the Rings - are rich and complex enough to be timeless.
The article
seems to be arguing--without any substantive evidence, I might add--that some sort of "complexity" is necessary for a piece to be lasting and compelling--“According to this principle, more complex music will have greater longevity, as it will be more challenging and retain the listeners’ interest for longer, whilst simple music may be sometimes be more immediately accessible, but may lose its appeal relatively quickly.” This
principle? It doesn't really say what that is, apart from the bit about "the caudate nucleus in the brain (anticipating)" some vague "build-up" in a song.
What?
The whole complex v. simple notion isn't really elaborated upon in any meaningful way, though it's certainly worth keeping in mind that European music from ~1600-~1900 is quite anomalous with respect to
all other music of the world throughout known history. Moreover, neither Frank Zappa nor Henry Cow ever received much in the way of commercial radio airplay.
And, as regards this endorphin-releasing anticipation of some sort of "build-up"... Firstly, I'm not even entirely sure what
that is--and music is my primary profession--though were I to speculate, I'd reckon it's got
something to do with development, and development (again, that's in need of some defining) is something which an awful of artists, composers, and musical traditions explicitly reject. Yet this has in no way prevented these musics from being treasured by (lots of) people over (widely varying) periods of time.
Both Stockhausen and Adorno harbor(ed) some degree of antipathy towards what they described, well, as musics characterized by varying qualities--repetition, periodicity, popular, and so forth. In the former's case, it got kinda racist: he considered musical traditions formed and favored by African Americans, for instance, as somehow "inferior." Of course, he argued, his objections were in some way ethically grounded--essentially, 'cuz the Nazis. With Adorno, even a cursory understanding of what he was getting at requires at least a few years intensive study of both musical theory and Continental thought. Either way, both were emphatically opposed to musics that many would describe as "simple"; yet both produced students (both literally and figuratively) who produced characterized by periodicity/repetition, quite, and absence of development (explicitly so, in the case of
Can <<<.