In markets with thousands of products, ﬁrms cannot take it for granted that con-sumers are even aware of their articles’ existence. Advertising and actions to attract consumer attention are therefore integral components of a ﬁrm’s competitive toolbox. We study ﬁrms’ behavior in a perfect example for such a market: The music indus-try, in which consumers can choose from a plethora of albums and songs. We study a speciﬁc strategic instrument of ﬁrms, single releases, applying unique micro-level data. Arguing that the digitization of the industry via MP3, ﬁlesharing, and iTunes amounts to forced unbundling, the role of singles has changed from individual rev-enue generators (pre-digital era) to pure attention gatherers. In accordance with this driving hypothesis, we observe an inverse U-shaped relationship between competition intensity and the number of singles released in the digital era, while previously com-petition had a purely negative eﬀect.