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(In fact, it’s not even the biggest promotion from a financial investment standpoint.) So Spotify will likely chalk this up to a learning experience that may help it craft better promotions in the future that don’t involve as much overreach. Spotify collaborates with artists on promotions - the details of Drake’s takeover weren’t dictated. But even then, some sympathized with those who complained that this felt like an advertisement on what’s supposed to be an ad-free service. Some people said that while they noticed the suggestions, they just bypassed them and listened to their own music as usual. Not everyone thought the promotion was that big of a deal. by the end of the tracking week on July 5. one-week streaming record for an album in three days, Billboard also reported, and the album was being streamed more than 10 million times per hour the weekend of its release, Spotify said. The album is estimated to reach more than 700 million streams in the U.S. Users were confused as to why Drake was appearing on playlists that didn’t make sense - like those featuring a different genre of music.įrom a sheer numbers standpoint, meanwhile, Spotify’s promotional efforts were successful. In those cases where Drake’s image was used on the playlist but not his music, the idea was that it would showcase the artist’s personality. It put Drake on the cover of its biggest Rap, R&B, Pop and Mood playlists, including RapCaviar, Beast Mode, Are & Be, Summer Party, Today’s Top Hits, Morning Commute and others.

Spotify’s original intention was to promote Drake’s album and the artist in a more playful way. That said, the user outrage feels similar: I don’t like this music, why are your forcing it on me? The issue was not one of stealthily downloading content to your device, which is far more of a violation. Spotify user: listens to 18 hours of Mongolian throat singing, Icelandic drumming bands and a peruvian death metal band.īillboard noted that some people had even compared this to the Apple/iTunes scandal when the company gave away U2’s “Songs of Innocence” back in 2014 by downloading it without consent to users’ iTunes libraries.

Spotify: hey, we make playlists catered to your unique tastes. After all, there’s a fine line between being excited about an album release and promoting it, and shoving something in people’s faces.

Though Drake is a hugely popular artist, there may not be an artist out there who could withstand a promotion like this. As a result, they felt like Spotify was trying to push them to listen to music they didn’t like. With Drake showing up all over Spotify playlists and recommendations, the overall effect was one of discounting users’ own interests - those who complained were likely not Drake fans or perhaps not even heavy listeners of hip-hop in general. In addition, a heavy-handed promotional effort like this flies up against Spotify’s desire to position itself as a service that’s personalized to its subscribers’ musical tastes.

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