Are streaming platforms actually good for alternative music scenes?

The most popular music streaming services are not only convenient but also aim to provide the listener with a personalized and unique experience. Spotify’s annual Wrapped feature is a very popular example of this, but Spotify, Apple Music, and YouTube Music all curate playlists of songs that the listener may like based on their previous listening activity.

However, as their personalized daily and weekly playlists are created by an algorithm, it could be damaging bands and artists who don’t meet certain criteria. As some musicians gain popularity on and off these platforms, are there biases in the industry that determine artists’ fates?

How Has the Internet Changed the Music Scene?

It’s common knowledge how little money artists receive from music streaming services. On Spotify and YouTube, they earn less than a cent per stream, while Apple Music boasts almost one cent per stream. This means that artists typically rely on merchandise and tours for their primary income. More popular musicians may also be able to score brand deals and sponsorships, but for the independent, alternative artist, these aren’t always on the table.

One positive to the rise of streaming services is that all people regardless of income and location can listen to whichever music they like. Small artists now have the same outlet for their music as popular ones, whether or not they are signed to a label, and whether they’ve professionally recorded music or not. Now popular artists like Arlo Parks, Pink Pantheress, and Girl in Red uploaded songs recorded at home before gaining notoriety.

Artists as Trends Online

In recent years, it’s become common for artists to soar in popularity thanks to social media. Phoebe Bridgers is a great example of an artist who became hugely popular on TikTok, having 641.7M views on videos related to her or using her songs. Newer artists such as Wet Leg also find fame by successfully marketing themselves on social media, while artists that were most popular in previous generations can also regain recognition as their ‘sounds’ become a trend.

With song streams and internet fame being so intertwined, it’s difficult to ascertain whether the music that users are recommended online is random or intentionally selected based on current trends and predictions in popularity. After all, streaming platforms have to be in the know about which music will be popular, or their authority will be questioned. At the same time, their choices go on to affect what does get listened to.

While artists can pitch songs to Spotify playlist editors, the curations created by the algorithm cannot be influenced by artists. Instead, data such as a user’s previous listening, their own playlists, similar listeners, and a song’s tempo, key, and mood determine whether it’s added to a listener’s daily playlist or another artist’s radio station.

However, without a human ear, it seems impossible for the service to know the wide range of music that each person may enjoy. Often, it may mean the same artists are played over and over again, and harder-to-define, newer artists with fewer listeners must be missing out.

What can Music Services Learn from Other Online Entertainment?

Of course, music isn’t the only form of entertainment that thrives online. Television, movies, and games are hosted by similar services that wish to promote themselves and draw in the specific audiences that they cater for. To do this, they also tailor recommendations to their users. However, there are some differences in the data they have on hand.

When browsing Amazon Prime, for example, it’s possible to see a movie’s IMDB ratings and reviews. Having this built-in allows users to determine the quality of the product. Games’ reviews are also prominent online for players to view before choosing what to play. For example, online gambling reviews inform casino players about what they can expect from a certain game provider, such as the types of games they offer, in which languages, on what devices. They can then compare providers and make an informed decision about what they would prefer, rather than being told what they would like with no intentional input.

While Spotify and YouTube allow artists to add biographies if they wish, users have to seek out reviews of an artist or album rather than them being built into the platform. If they were, perhaps this would add a marker of accuracy to recommendations, as it wouldn’t only be the computer deciding which artists were similar. Experts and those actually invested in the scene would also be able to have a say.

The rise of the internet has bred a huge growth in online music streaming and allowed fans and listeners to explore a wider variety of music than ever, and this has both positive and negative effects on music scenes and communities. It’s a balancing act for streaming platforms to ensure that both artists and listeners are benefitting. As they continue to expand, services should include listeners’ opinions and reviews of music to ensure that good quality music is promoted regardless of their status in the industry.

Buddy Iahn
Buddy Iahn

Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites. Email: info@themusicuniverse.com