Spotify's Editorial Playlists Are Losing Influence Amid AI Expansion

Once a dominant force in music discovery, Spotify's famed playlists like RapCaviar, which significantly influenced mainstream music and artist visibility, are losing ground. As the music industry shifts towards algorithmic suggestions and TikTok emerges as a major music promoter, Spotify's strategy evolves with more automated music discovery and less emphasis on human-curated playlists, signaling a potential end to the era where a few key playlists could make a star overnight. Bloomberg reports: Enter TikTok. In the late 2010s, as the algorithmic controlled, short-form video app emerged as a growing force in music promotion, Spotify took notice. On an earnings call in 2020, Spotify Chief Executive Officer Daniel Ek noted that users were increasingly opting for algorithmic suggestions and that Spotify would be leaning into the trend. 'As we're getting better and better at personalization, we're serving better and better content and more and more of our users are choosing that,' he said. From there, Spotify began implementing a number of changes that over time significantly altered the fundamental dynamics of how playlists get composed. Among other things, the company had already introduced a standardized pitching form that all artists and managers must use to submit tracks for playlist consideration. One former employee says the tool was created to foster a more merit-based system with a greater emphasis on data -- and less focus on the taste of individual curators. The goal, in part, was to give independent and smaller artists without the resources to personally court key playlist editors a better chance at placements. It was also a way to better protect the public-facing editors who in the early days were sometimes subjected to harassment from people disgruntled over their musical choices.

As the automated submission system took hold, the editors gradually grew more anonymous and less associated with particular playlists. In a handbook for the editorial team, Spotify instructed curators not to claim ownership of any one playlist. At the same time, Spotify began introducing multiple splashy features meant to encourage algorithm-driven listening, including an AI DJ and Daylist, two features that constantly change to fit listeners' habits and interests. (Spotify says 'human expertise' guides the AI DJ.) Last year, Spotify laid off members of the teams involved in making playlists as part of its various cuts. And over time, the shift in emphasis has had consequences outside the company as well. These days, the same music industry sources who in the late 2010s learned to obsess over what was included and excluded from key Spotify playlists have started noticing something else -- it no longer seems to matter as much. Employees at different major labels say they've seen streams coming from RapCaviar drop anywhere from 30% to 50%.

The trend towards automated music discovery at Spotify shows no sign of slowing down. One internal presentation titled 'Recapturing the Zeitgeist' encourages editorial curators to better utilize data. According to the people who have seen the plan, in addition to putting together a playlist, editorial curators would tag songs to help the algorithm accurately place them on relevant playlists that are automatically personalized for individual subscribers. The company has also shifted some human-curated playlists to personalized versions, including selections with seven-figure followings, like Housewerk and Indie Pop. These days, Spotify is also promoting something called Discovery Mode, wherein labels and artist teams can submit songs for additional algorithm pushes in exchange for a lower royalty rate. These tracks can only surface on personalized listening sessions, a former employee said, meaning Spotify would have a financial incentive to push people to them over editorially curated playlists. (For now, Discovery Mode songs only surface in radio or autoplay listening sessions.) The shift toward algorithmic distribution isn't necessarily a bad thing, says Dan Smith, US general manager at Armada, an independent dance label. 'The way fans discovered new music was radio back in the day, then Spotify editorial playlists, then there were a few years where people only discovered new music through TikTok,' Brad said. 'All those things still work... we're all just trying different ways to make sure songs get to the right people.'

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