Spotify and the Globalization of Music

Spotify has been one of the leaders in music globalization since its launch in 2008. With 140M active users, 60M of those paid subscribers, the music streaming service has made it possible to access a library of over 20M songs at a moment’s notice across 61 countries. In each individual market they enter, the company gathers a team of experts to curate specific playlists that appeal culturally to each country. The globalization of music requires sensitivity to the markets in which one intends to reach; the cultural proximity of the equation plays an equal part of the diffusion in music. In terms of the music itself and how the industry determines its popularity based on its widespread accessibility, streaming services have compltely changed the way music is rated. Fifteen years ago, music was easily measured based on physical sales and radio play. Now with the access to streaming services, popular artists can run the billboard charts for months with the right exposure. While this is good for these specific global stars, it creates an impossible pedestal that upcoming artists cannot seem to match. New acts fail to match the same kind of exposure as the superstar talent, and their music is licensed off for very little return in royalties. The formula for services like Spotify has created a great opportunity for artists to get their ideas across continents, however the impact on the industry has been so major that it has created an entire new playing field that artists and music corporations have to address.

IFPI. “Global Music Report 2017.” IFPI - Representing the Recording Industry Worldwide, International Federation of the Phonographic Industry, Apr. 2017,   www.ifpi.org/recording-industry-in-numbers.php.  

This global music report highlights several areas of my presentation along with more examples as to how the industry is evolving.