The Curdling Effect: How Great Songs Die in Grocery Stores

There was a time—long before streaming services, algorithmic playlists, and “sonic branding agencies”—when “Dark Side of the Moon” could take you on a soul-melting trip through space, madness, and time. In high school, Pink Floyd was our sonic sacrament. The cymbals shimmered like cosmic omens, and we let the guitars dissolve our angst into astral vapor.

Then Circuit City got its grubby corporate mitts on it.

Some goons in a boardroom decided that Pink Floyd’s transcendent opus would make a great jingle for discount televisions. The song was diced, commodified, and stuffed into every radio and TV break until what once felt like a journey into the abyss became the soundtrack to buying a laser printer. “Dark Side: didn’t just sell out—it was dragged through the spin cycle of capitalism and emerged shriveled and stained, like a silk shirt forgotten in a laundromat dryer.

Same thing happened to U2. “I Still Haven’t Found What I’m Looking For” once carried a biblical ache, a spiritual yearning that made you want to climb a desert mountain and cry. Then one fateful day in 1989, I was in a fluorescent-lit supermarket, watching the vegetable misting system descend on some limp romaine, when I heard it—Muzak’d into oblivion. Bono’s ache had been lobotomized and looped over damp eggplant. I felt like I’d witnessed a holy relic turned into a toilet brush.

There’s a name for this: The Curdling Effect. When a song becomes so omnipresent, over-marketed, or backgrounded that it curdles—its soul separating from its sound, leaving only a sentimental sludge.

Sometimes entire bands curdle. Take Coldplay. They’re talented, sure, but somewhere along the way they became the official band of stadium urinals and car commercials. Every note now drips with forced uplift and corporate synergy. Once they soared; now they slosh around in the shallow end of their own overexposure.

But here’s the miracle: some songs are immune. Some endure. Some never curdle.

Take “Fade Into You: by Mazzy Star. It drips with longing, and its beauty doesn’t spoil, even after decades. This morning, driving my twin daughters to school, I heard Victoria Bigelow’s cover. It stopped me. Time slowed. The song had lost none of its haunting gravity. It was still a velvet fog of romance and surrender.

And then came a moment of musical resurrection. Olivia Dean’s “Touching Toes” played on the car stereo. It reminded me of Maria Muldaur’s “Midnight at the Oasis,” a song I hadn’t thought of in years. Both had that sultry, half-smile sway that drops your blood pressure and restores your faith in kindness. I let people merge in traffic. I was chill. I was enlightened.

I’m now curating a playlist: Olivia Dean, Maria Muldaur, and any song that keeps me from flipping off fellow drivers. I call it The Chill Driver Playlist—a sonic antidote to the Curdling Effect.