The Black Eyed Peas think so.

Critics’ reviews for the Black Eyed Peas’ newest album may not be very flattering, but their singles are dominating airwaves worldwide. Will.i.am has never been known for his lyrical genius, yet critics note he has really outdone himself in the Black Eyed Peas’ fifth studio offering, The E.N.D. (Energy Never Dies). We’re talking about such lyrical gems as “I’m so 3008—you so 2000 and late” and my quintessential favorite, “You don’t wanna have sex with me—then why you keep textin’ me?” But is this lyrical equivalent of Borat enough for the Peas to throw their hands up and never produce another album? Will.i.am says, yeah, just maybe.

It is the end of the road for the traditional album, folks. The industry knows it, Will.i.am knows it, and thanks to a few caring producers who have introduced Hooked on Phonics to Jessica Simpson, she understands as well. The Black Eyed Peas may be altering their musical style to welcome the current decade, but they are also altering their business plan to carry on. The Peas have told Billboard they are no longer going to focus on the big picture of the physical (store-purchased) album; they don’t need to. Their focus will be on digital, which has the ability to mix, morph and reinvent itself over and over again.

Anyway, who says you need an entire album of great music if you can ride the waves of huge singles. “Boom Boom Pow,” the first single off E.N.D., hung in at the No. 1 spot of the Billboard 100 for 12 consecutive weeks. But there’s only so much “boom” people could take, especially when repeated over and over again behind a throbbing 808 bass. It eventually lost its inertia, and graciously stepped aside to the No. 2 spot. Few critics, however, would have guessed that its successor would be yet another Black Eyed Peas cyberspace single, “I Gotta Feeling.” This placed the Peas at both the No. 1 and 2 spots, something that has only been accomplished 11 other times in history. Not too shabby for an album that many critics claim, and I quote, “sucks!”

Some kids just never liked their peas I guess, but it is to these critics I say, You obviously do not see the bigger picture. Perhaps it is that you are not fluent in the old-school tech of robotic voices (which this album is full of). Having grown up listening to Styx’s, “Mr. Roboto,” I was quickly able to decipher the album’s robo intro and concluding statement to the song “One Tribe.” It states quite clearly, “There is no longer a physical record store, but we will continue to let the beat rock.” Do you get it now?

The Peas don’t care about the album, they care about creating catchy tunes that get plastered all over iTunes for 12 straight weeks. With these types of digital releases, a Peas album may never have to sound the same way twice. They can mix and match to their hearts’ delight, creating a living diary of tunes that will provide infinite opportunity for the Peas to foster kinetic relationships with their listeners unlike ever before. It is this type of thinking that has elevated them to a spot in the musical history books, and there is still much more to be told before their tale is complete.

The Now Generation doesn’t have the patience to wait for albums, anyway. We have the attention span of an ADD student whacked up on 10 cc’s of Pixie Stix dust. We want a constant array of new hit music, and if an artist can’t deliver, we’ll find one who can. The Peas have no intention of mesmerizing listeners for millennia to come via an eclectic profusion of lyrical poeticism. They want to party, produce hit singles, and make a little green in the process.

If you want sophistication, buy Bach. If you want to shake your booty, the Peas are the way to go!