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From the streets to your headphones. Its tame take on emo-rap couldn’t hold a candle to the darker more confessional acts like Lil Uzi Vert and Juice WRLD, who pioneered the sound.Urban Hits The sounds of urban life. TO HELP FUND THE NEW AIR1 Give your 30/month gift to keep THE Worship Station on the air Give NowIn 2018, Trevor Daniel released the song “Falling” to little fanfare.
It was streamed more than a billion times on Spotify, where it’s featured on prominent playlists like “Chill Hits,” “Beast Mode,” and “Top Gaming Hits.”Then Daniel attempted a star-studded follow-up, ”Past Life,” featuring Selena Gomez and produced by Finneas. The social media hype led to traditional media success: The song spent 38 weeks on Billboard’s Hot 100, peaking at 17. First, it was picked up by influencers on Instagram, then it became a TikTok meme featured in more than 3 million videos. But two years later, “Falling” blew up, thanks to the internet. Marshmello, Alesso, Heavy Mellow, N.Gale (Marshmello, P.J.Plested, N.J.Gale, R.Boardman, P.Bowman, W.Vaughan, A.R.R.Lindblad, E. Marshmello X Jonas Brothers.
For an artist like Daniels, streaming both gave him the opportunity to break out from obscurity and made it exponentially more difficult to have a follow-up hit. It’s no secret that streaming has changed everything, providing unfettered access to the largest catalog of music in human history.It also presents a paradox of choice: What should you listen to when you can hear nearly any song that’s ever been recorded? With more and more songs released by more and more musicians on more and more platforms — and less emphasis on traditional media to tell listeners what to like — the sprawl of streaming has upended what it means to be a pop star. Daniels has yet to come close to replicating the accomplishment of “Falling.”Success in the music industry used to rely on radio plays and premium retail “endcap” placements (where stores like Best Buy gave album releases prime real estate).
And though appearances on Spotify playlists like Mood Booster, Happy This!, Warm Fuzzy Feeling, Chill Hits, and Alone Again helped generate billions of streams for the song and a number of follow-up singles, Arthur has yet to land another Top 40 hit.There’s more competition on the charts than ever. It’s a mid-tempo acoustic ballad with a gentle hip-hop groove that fits equally well on pop radio as it does in alternative and adult contemporary formats. 11 on Billboard’s Hot 100 in 2017. His roster has written for artists including BTS, Ariana Grande, and Gwen Stefani — at one point in 2019, 10 of the songs on top 40 were written or produced by Milk & Honey talent.“The song,” Keller says, “becomes bigger than the artist.”He cites James Arthur, whose song “Say You Won’t Let Go” reached No.
In 2017, 68 percent of all listening on Spotify was from a company or user playlist, according to the company’s 2018 Securities and Exchange Commission filing. But Spotify dominates the conversation both because of its market power and its immensely popular playlists. Today, three services make up two-thirds of the streaming economy: Spotify, which has an estimated 32 percent of the market, Apple Music (18 percent), and Amazon Music (14 percent). For artists, as the volume of new music releases increases, it’s becoming more difficult to be heard.“Streaming is a great way to make an artist faceless”Keller puts this volume in perspective: “If you took all of the premium music released on a digital storefront right now, and tried to jam it into a record store, it’d need to be a Home Depot.”To help listeners find their way in the endless aisles of digital music, streaming providers created playlists — but this new way of listening has created unintended consequences for artists and songwriters. In 2019, 40,000 songs were uploaded daily to Spotify, according to Music Business Worldwide in 2021, that number has grown to 60,000.
But her example may be an outlier. In its SEC filing, the company wrote as much, crediting Lorde’s breakout global success to her placement on a single playlist: Sean Parker’s Hipster International. So today, a placement atop one of its playlists can make or break a song.Spotify isn’t shy about the marketing power of its playlists. In 2020, listeners ages 16 to 40 used playlists as their primary source for discovering new music on the platform, according to the company. The genre-agnostic, slightly quirky playlist Lorem curates the vibe for Spotify’s Gen Z listeners. RapCaviar shapes the sound of hip-hop, and can turn indie rappers into household names.
And the same thing with an album,” says music producer Jesse Cannon.An MTV study on fandom showed that fans expect to have direct interaction with artists. “The music video era gave you a big dose of their personality whenever you discovered new songs. In the best-case scenario, these streams, which pay very low royalties compared to radio, could help land the song a coveted advertisement, or better yet, pique the attention of Top 40 radio programmers.But pop stardom has always relied on a blend of catchy songs and compelling personas. A song with high completion rates on a playlist might end up on more playlists, accumulating millions of streams for an artist who remains effectively nameless.
Music marketers have repositioned themselves to build influence over TikTok feeds. “It used to be that you pushed things at radio, and that made people buy the single, buy the album.”Now songs develop on social media platforms, and grow on playlists, before making it to radio. “The buzz-making, hit-making economy has gone from top down, to bottom up,” says Slate’s chart expert Chris Molanphy. Cannon believes that playlisting is breaking the fan-artist connection: “When we’re making playlists, there’s no depth whatsoever to the relationship.”Even if playlists work against persona-based star power, artists are still desperate to appear on them to create buzz for their music. You choose the mood you’re in, and the music just flows. Playlists are a “lean back” experience.
But according to Cannon, labels have direct access to the company through reps, and regularly wine-and-dine key decision makers at the company.Spotify’s guidelines do not allow for paid playlist promotion. Spotify provides an egalitarian service where everyone, whether distributed by an indie or major label, submits songs for playlisting. The labels are in on it, too. Independent artists often pay hundreds of dollars to them hoping for exclusive placements on popular playlists. That I think would be perfect for the playlist.” A link to the song was attached.)Cannon believes that playlisting is breaking the fan-artist connection: “When we’re making playlists, there’s no depth whatsoever to the relationship”This is one way would-be pop stars suffer in the new music economy: Playlists have become such an essential part of a song’s success that an underworld of playlist promoters have emerged to exploit this musical ponzi scheme. (While researching this article, I received an email from an independent artist asking for placement on my playlist with 199 followers: “I just came across your playlist, ‘Silk Sonic’s Retro Soul,’” they wrote.
Without the old gatekeepers, in rare cases, indie artists can break outside of the major-label ecosystem. Spotify has argued that this program is an essential way for artists to highlight which songs they want to prioritize to be heard, even if they’re not seen.For upstart musicians, the bottom-up model is the only choice. Called “Discovery Mode,” it’s currently being probed by Congress for the practice of forcing lower royalties representatives from the House Judiciary Committee want to find out if Spotify is limiting choice and hurting artist revenues. And Spotify has its own program to boost the likelihood of landing on a playlist if artists and songwriters are willing to accept a lower royalty rate on promoted songs.
And those who do break out still need to work their way up the ladder from social media to streaming, and finally, to radio to reap financial rewards. Their songs eclipse their short-lived public identities as audiences move onto the next meme. Many artists who break out on TikTok become one-hit wonders.
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