Spotify promotes ghost artists to boost streaming numbers

In the United Kingdom, many users utilize Spotify, which boasts 100 million tracks available for streaming. This platform has acknowledged that a minor percentage of listeners engage actively with music, while the majority treat it as background noise. In response to this trend, Spotify's founders began examining royalty payments to music labels, which consumed 70 percent of their revenue as of 2015. The platform enlisted session musicians, referred to as 'ghost artists' by author Pelly, to produce simple music for flat fees. These artists are often disguised with fake profiles and verification badges to create the illusion of numerous contributors. Over the years, many tracks originally associated with established artists have been overshadowed by these ghost artists on popular playlists. By 2023, Pelly, after a decade of investigation, realized the extensive and systemic nature of Spotify's practices, although she was never contacted by the platform for comment. She emphasizes the high stakes for both listeners and artists involved in this arrangement, stating that there is an unseen risk for audiences who receive music influenced by commercial deals without being aware of it. The implications of this trend extend beyond mere commercial interests; they involve the authenticity and emotional connections people have with music. Pelly notes that while convenience seems to be the priority for many users, for artists, particularly those in genres like classical and jazz, this scenario poses significant risks. Many musicians lose their identity to the anonymity created by Spotify’s model of curating playlists with ghost artists. Despite being part of a streaming environment valued for its accessibility, the essence of music as a meaningful experience risks being diluted. Pelly’s findings provoke questions about the nature of modern music consumption and the ethical implications of anonymously produced tracks. She predicts a future where users might struggle to distinguish between real artists and ghost artists. The debates surrounding these practices could reshape how music is created, shared, and valued in the digital age, leading to potential calls for reform in how streaming services compensate and present artists.