“The Debate Starts Here”: Pharma Bros, Crypto Bros, and Discourses of Musical Value Surrounding Once Upon a Time in Shaolin

In 2015, the Wu-Tang Clan released a single CD copy of their seventh studio album, Once Upon a Time in Shaolin. Musically, the album was intended to provide “sonic closure,” channeling the style of the group’s early albums. Wu-Tang “Abbot” RZA and affiliate producer Cilvaringz were the only members involved throughout the entire recording and production process. The decision to release only a single copy protested the impoverished musical experience brought on by music’s mass reproducibility and ubiquity–an outcome of data capitalism. While many fans of the group took issue with the method of protest, different media have long affected interactions in the world, and RZA’s and Cilvaringz's claims are not completely unfounded. Research from various fields, including musicology, computer science, and sociology, shows how digitization specifically has changed music consumption through streaming services. By tracing the album from its conceptual origin to its purchase by pharmaceutical CEO Martin Shkreli and current ownership by NFT (nonfungible token) collective PleasrDAO, the album's value is presented through the data capitalist, corporate, and cultural lenses. Drawing on work from KRS-One, Lydia Goehr, and Frantz Fanon shows a dialectical relationship between cultural and corporate values. As a result, artists and listeners are faced with navigating both, even as they are subject to exploitation in the production and consumption of music by neoliberalism and data capitalism. In the end, Once Upon a Time in Shaolin succeeds in starting a debate, but its protest against data capitalism is complicated by its recent NFT status.