The Rise of Curated Playlists

Artists have traditionally commanded attention, serving as the primary inspirations and icons for diverse communities of fan bases around the world. However, with the unrelenting rise of on-demand music streaming,1 playlists are overtaking albums and artist discographies as the primary form of music consumption. Considering this trend, artists now compete not only with other artists for the attention of music fans, but also with playlists. Music was once a business where creators competed solely with other creators, and has now evolved to one where creators compete with curators and other creators.

In March 2017, Apple Music’s Zane Lowe told an audience at South By Southwest that he believes fans want stories that playlists cannot tell, citing that “there are no stories to be told on a playlist alone.” Essentially, he seemed to posit that, from a binary perspective, the deep connection that music fans have with their favorite artists would eventually outweigh what a playlist represents, i.e. a collection of similar but ultimately unconnected music.2

Yet in June 2017, Apple Music released its first personalized playlist for music fans, with its contents pulled from “editorial curation and algorithmic interpretation of (sic) your musical tastes.”3 Apple Music’s foray into playlists coincided with a report announcing its competitor Spotify, seeks to turn one of the streaming service’s most popular playlists into a concert series.4

Specifically, Spotify is turning “RapCaviar”, a hip-hop and rap playlist curated by Spotify’s Global Head of Programming, into a six-city tour. In doing so, they are hoping to convert the playlist’s more than seven million plus followers from digital listeners into paying live event attendees. The announcement listed Gucci Mane, Mike WiLL, and other special guests as performers.5

The lack of full programming at announcement suggests that Spotify is banking on fan affinity toward the playlist to attract audiences rather than fan affinity for the artists featured most heavily on the RapCaviar playlist. The success of the RapCaviar’s concert series will likely inform how Spotify markets and expands its offering of other popular genre-specific playlists such “electroNOW” (4.3M followers), “Hot Country” (3.8M Followers), “Rock This” (3.7M followers), and “Are & Be” (3.4M followers).

Curator V. Creator

This concept, the idea of a curatorial brand outweighing an artist in terms of promotional appeal, mirrors the rise of music festivals, which often similarly announce dates and sell tickets prior to sharing a lineup. Lollapalooza, for example, generates significant fan interest far before releasing a schedule of performers. Over the course of its 25 years in existence, the festival’s curators have built trust with loyal audiences who are less concerned about specific artists than the overall experience itself.

For a music festival attendee, the value of watching six different artists perform hit singles can supersede watching a favorite artist perform six songs, and many festivals have sought to appease their customers. Unsurprisingly, the artist community has recently reacted strongly against the increasingly shorter sets available at music festivals. As an anonymous artist tells Tess Reidy of The Guardian, “bands need to have a kaleidoscope of sound, lights and color in order to satisfy the audience; they have to bring so much to their shows and make sure people are blown away.”6

Emerging Artists

While many established artists can and do retain audiences through the full duration of their festival performances, emerging artists must find new ways to attract fans to their sets and keep them engaged. Ultimately, this innovation improves the fan experience, but it is also true that attention-grabs can compromise the integrity of the artist, thus deflect creativity away from the initial muse. This is the balance that talent will have to contend with.

The problem is that the economics of the entertainment business is getting flashier as the digital experience grows. Moreover, those most capable of capturing and keeping the attention of the masses tend to silence other voices in the arena. Spotify has millions of unheard songs,7 yet Taylor Swift made $400k in her first week back on the streaming service.8 For emerging artists, competing with Taylor Swift is hard enough. Add to that Lollapalooza and a proliferation of music festivals, as well as the next manifestation of curated creations like Rap Caviar. Standing out from the crowd becomes exponentially more difficult.

Conclusion

As the lines blur between playlists and festivals, and more specifically, between how fans listen to music online and offline, curators will grow increasingly successful at commanding attention. For instance, new reports indicate that Spotify is starting to allow ‘Sponsored Songs’ on its playlists.9 Therefore, it is not a stretch to imagine Sponsored Artists at music festivals, especially as the length of festival sets continues to decrease.

Streaming services and festivals track listening trends and buying habits for music, and their curators use that consumer data to attract new fans. Megastars will continue commanding attention and being compensated for their works, in part because they have a holistic understanding of their fanbase. Unfortunately, creators who cannot understand the value of their fanbases may be at the whim of curators that do.

 

By Brian Reitz

_____________________

Endnotes:

  1. https://www.emarketer.com/Article/Streaming-Service-Use-Now-More-Common-than-Cable-Subscriptions/1015971
  2. http://musically.com/2017/03/17/zane-lowe-no-stories-told-playlist-alone/
  3. https://techcrunch.com/2017/06/27/apple-musics-first-new-personalized-playlist-wants-you-to-chill/
  4. https://www.musicbusinessworldwide.com/spotify-turns-playlist-brand-concert-series-rapcaviar-live/
  5. https://news.spotify.com/us/2017/06/27/spotify-kicks-off-inaugural-rapcaviar-live-concert-series-with-gucci-mane-in-atlanta/
  6. https://www.theguardian.com/music/2017/may/14/music-festivals-enormous-backlash-gigs
  7. http://www.billboard.com/biz/articles/news/digital-and-mobile/5901260/forgotify-plays-spotifys-4-million-unheard-songs
  8. http://www.billboard.com/video/taylor-swift-made-400k-in-revenue-after-returning-to-streaming-services-billboard-news-7841111
  9. https://techcrunch.com/2017/06/19/spotify-sponsored-content/
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    You can also get alternative transaction services such
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    THE WAY TO DEPOSIT ONLINE BETS
    You must first register to become a member of a sports gambling
    agent. You then will be given a customer ID to log in to enter the online gambling game.
    Make a deposit of funds immediately to the bank account number
    of the Trusted Soccer Agent if you would like to play immediately.
    The steps to make a deposit are as comes after:

    Submit Deposit Form
    Request via our SMS CENTER at + 62-821-6182-5555
    Request via Whatsapp + 62-821-6182-5555
    Request via Live Chat Userbola immediately
    Please use the steps above to avoid irresponsible persons on behalf of Userbola.
    Be careful to avoid things we don’t want together. Congratulations on joining the Indonesian Trusted Football Gambling Agent community.

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  13. The Most Trusted Online Gambling Internet site

    Online soccer gambling sport continues to
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    One regarding them is SBOBET Indonesia’s gambling site, which will be loved
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    This particular also makes the online company sites mushroom in the natural world.
    Although Indonesia is actually a country that prohibits gambling activities, this does not
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    Thanks to the rapidly establishing internet technology
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    Depobola is a new trusted agent site of which provides various types regarding options including soccer betting.
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    In other words, all the games that you can discover on Depobola are associated
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    And here depobola as an online soccer agent acts as a portal that connects enthusiasts of sportsbook
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    Reliable SBOBET and IBCBET Football Gambling Websites
    The 2 best gambling companies of which provide soccer gambling
    games to date are SGD777 and IBCBET.

    SBOBET
    Created in 2004, SBOBET is a new company that has a new base in Asia.
    Operating in the Asian region with a CEZA-First Cagayan license
    obtained from the particular Philippines and an OGRA license from the
    Region of Man. SBOBET has been a sponsor of England’s top
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    Last year and 2010 SBOBET Indonesia received an prize as “Asian Operator of the Year”
    from eGaming Review Magazine and entered into the set of the particular 50 most influential firms by EGR Magazine at number
    11.

    CASINO
    SBO better known named Maxbet is the major user in Asia and one in the most significant bookmakers in the world.
    It is often widely recognized throughout the planet thanks to very high gambling limits and
    offers survive betting with very competitive odds.
    Provides the finest online sportsbook game about the market and there are a lot more
    than 20 sports that will players can use as betting objects in the particular game.

    Advantages of Depobola as a Football Gambling
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    Choosing a football agent like a play companion can not
    be arbitrary because it must pay attention to some crucial requirements that must become met as the best
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    a lot associated with energy.

    To simplify your work, we recommend typically the
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    Online customer service 24 hours a day time, 7 days a 7 days.
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    The minimum deposit is low so there’s no need to be able to hesitate if the player may try the game.
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    Variants of typically the game are very complete
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    There usually are many types of exciting online betting options provided simply by well-known gambling sites.

    The best bonuses and promotions that will give an individual more profit when actively playing
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    All betting game products provided by Depobola are fully
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  14. Wheel of Fortune: Showmanship Edition

    Wheel of Fortune is one of the best online casino online games you can enjoy in 2019,
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    How Does Wheel associated with Fortune: Hollywood Release Work?

    This online game is in fact a representation associated with the famous TV
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  17. Trusted Indonesian Online Slot machine game List Site

    Bandaruserbolavip is a site that gives a list of the best online slot machines in Indonesia plus slot
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    Set of slots upon the Bandaruserbolavip site provides benefits in order to members in easily playing
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    Best Online Slot Provider
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  18. Usernesia
    Usernesia is one of the Greatest Official Internet gambling
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    Services Provided by Usernesia
    Usernesia is one of the greatest Online Betting Official Agents that provide the best service,
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    Not only slots but also games like virtual sports or bonus online games like gacha
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  21. One of the most Trusted Soccer Gambling Agent in Indonesia Serving Provides of Gambling and Online casino
    Gambling
    Userbola is the particular Most Trusted and Official SBOBET
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    Register with regard to Sbobet right this moment!

    Full Choice for Reliable Sports Gambling and Online casino Providers
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    Userbola is a single of the trusted football wagering sites that acts as
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    Before you can enter the sports gambling game on Userbola you must register very first and become a user.
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  22. Usernesia Alternative Link
    Through online gambling online games, you may get income since well as amusement without having to leave your comfort at home.
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  23. USERNESIA: Official Alternative Url to Usernesia Website

    Finding the right and most trusted spot to play online gambling is becoming
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  24. 24-hour online slot site and online casino – JudiUsernesia
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    Online Slot machine Gambling Agent with a Deposit
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    For lovers of online slot gambling games throughout Indonesia,
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  25. Choosing the best and most trusted place to statute online gambling
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  27. you will find not many betting sites in Dalam negri
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