For a long time lots of European music was mostly thorough-composed, where there was little to no repitition. Madrigals (the popular music of the renaissance) were mostly like this, the melody would follow it’s own journey with no chorus / verse or other repetitive structure. I might be remembering wrong, but I think it was early baroque and Monteverdi’s Orfeo that popularised repeating structures, and turns out people love them. If you back and listen to some madrigals, it’s a very different approach to music. (also, there was folks music and all sorts of other traditions, which used more repeating patterns, that seem more familiar to us.)