In markets with thousands of products, ﬁrms cannot take it for granted that consumers 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 industry, 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 revenue 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 competition had a purely negative eﬀect.