Apparently not content with disrupting the digital music ecosystem by hitting back at timed exclusives, Swedish streaming giant Spotify is also engaging in an unusual experiment to work out how to further mess with the current state of music.
Recently, Spotify has started to make its own music. According to Music Business Worldwide, sources have revealed that Spotify is paying music producers to create songs along specific guidelines, with the master copyright going to Spotify after recording. The songs then appear on Spotify’s curated playlists, credited to fake artists. Though the artists are presented as real musicians, they’re completely made up. That doesn’t hurt their streaming performance – at least five Spotify-penned tracks have more than 500,000 plays, and at least one has over a million.
Most of Spotify-owned music is instrumental, and the songs usually fall under the umbrella of jazz, easy listening, and classical, and then appear on the multitude of playlists Spotify curates focusing on these genres and moods, but is this really what it has come to?