We shouldn’t be surprised by Spotify’s decision to stop paying artists that don’t achieve 1,000 streams per year. From a purely business perspective, the move solves two problems. It dissuades artists unlikely to hit that mark from uploading their work, which in turn saves Spotify data storage costs. And it means a better customer experience for the bulk of its subscribers, who just want to find more favourites from their high school days.
Part of the solution for contemporary artists is to continue promoting sales of physical media and other merchandise. Those who can perform live have that option too. But physical media is problematic, environmentally and economically. More than a few indie labels have gone under because they pressed more vinyl than they could sell.
And let’s be honest – the consumer has spoken. Streaming services are how people want to consume music.
So let’s build a new streaming service, dedicated to independent music. Call it Indify, and model it on The Criterion Channel. That’s a Netflix-like service aimed at cinephiles. Maybe we can get Songtradr, the new owners over at bandcamp onboard.
Include multiple genres, so as to appeal to the largest possible audience. But market the service at audiences uninterested in commercial music. Build a service dedicated to music for aficionados. And promise access to music they won’t find anywhere else.
Emphasize discovery. Build a shuffle mode that works across the platform, and within genres and subgenres. Let this be the place where you can, for example, enter a search term like slow improvisational jazz and then be delighted for an evening.
Minds will be blown. Artists will be paid.
The entertainment industry has been talking about narrowcasting since the 1970s. It’s time the music business caught up.
The Moderns 
Leave a comment