How far is Spotify going to force the newly implemented in-house marketing service on the musicians? It was only in November that the Swedish streaming giant announced that they wanted to help the artists who upload their music on the platform from now on in terms of marketing. Musicians should be able to determine their own highlight tracks for this, which the company then prefers in the suggestion algorithms. Of course, Spotify does not offer this service for free: an undisclosed percentage of the already negligible license fees is to be retained for the marketing effort.
What is also interesting about this report is that it is only about independent artists. Major artists are not affected, according to both sources. Collins explains that the artists affected are mainly customers of the distribution service DistroKid. DistroKid is a digital distributor that similar to the providers Tunecore or Spinnup, specializes in uploading music to digital platforms such as Spotify, Apple Music or Deezer. In addition, DistroKid now also offers marketing measures, such as playlist placements. And this additional service is apparently the reason why Spotify suddenly targeted the distribution that has existed since 2013. Spotify officially forbids shopping in a playlist. The lists must be created based on musical criteria, no money is allowed to flow.
What evidence Spotify can now provide for the allegedly illegally acquired streams is not publicly available. Collins suspects that the streaming provider currently wants to take step-by-step action against external marketing providers in order to force the musicians to use their own marketing machinery. It seems to be showing again what power the company, founded in 2006, now has.