Spotify is now a reality established for years in the virtual music scene, all over the globe. From 2018 to today, with an increase of 30% of users, outclassed its competitors such as Apple Music and Amazon Music , despite the latter having doubled its users within a half year . The algorithm used so far by Spotify is based on ratings, proposing the most sought after and popular songs. In practice, the more you listen to in the less time you will be at the top of the playlists and the various rotations, thus leaving little space for emerging artists who every year try to ‘self-propose’ to the public through this platform.

The change dictated by Spotify seems to be starting from this question, but before starting it is appropriate to understand how modern apps for smartphones have changed the way people listen to music. The transition from “physical” music (vinyls and CDs) to digital or liquid music has inevitably and perhaps unconsciously changed the needs of listeners. Today it is no longer just the listener looking for music, but often music is looking for the listener. Spotify, after a certain period of learning about our tastes, meets the user in a personalized way with proposals compatible with what has already been heard.

What we all ask ourselves: how does the Spotify algorithm change?

Spotify, with the modification of the current algorithm, proposes a new opening to emerging artists and its own labels . The latter have the possibility to influence the algorithm through a sort of reverse mechanism . In practice, the label offers Spotify to reproduce and promote a song by its own artist by inserting it in random reproductions, in the radio sections or in the most clicked playlists, leaving all ‘label / artist a far greater chance of success . All of this has a price, along with doubts to resolve. Charleton Lamb , Head of Marketing of Spotify’s products, has however imposed precise conditions (Spotify pays approximately 70% of its earnings to rights paid to record companies).

In this case the artist in exchange for the extra promotion of the song will receive a lower commission percentage , unless the song itself is searched and listened to directly by the user. Does this proposal run the risk of affecting our musical experience in Spotify? For now, let’s focus on the positive sides, namely the goal of making the general public known new music and hope to offer an important opportunity to the many emerging artists to hope for success. In conclusion, it is legitimate to say that this, for now, remains only a test and that the modification of the algorithm is in fact still under development. The premises seem to be good and we will soon find out whether it will remain a proposal or become a reality.