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Is Spotifys Algorithm Ruining Music? · Hip-Hop Now Podcast

0:02
Speaker 1: Welcome to Hip Hop Now. Pot fat as if from
0:08
Speaker 1: the future, you know what to do, show as out
0:11
Speaker 1: of my black life, so disrespect the leg hip hop
0:18
Speaker 1: is say this today. Let's get right into the business.
0:23
Speaker 1: What up, y'all? I am your host Vegas and this
0:26
Speaker 1: is Hip Hop Now podcast. A bonus episode, something that
0:30
Speaker 1: we haven't done on this podcast in a while or
0:35
Speaker 1: at all, if I'm thinking about it correctly, A reaction,
0:39
Speaker 1: but a reaction in a very different way. Uh, this
0:43
Speaker 1: is a video reaction. And as you read the title says,
0:49
Speaker 1: is Spotify's algorithm destroying the music industry? Now, big shout
0:55
Speaker 1: out to everybody who's support of this podcast. Hit that
0:59
Speaker 1: subscribe and if you like the content like it, of
1:01
Speaker 1: course comment I'll redo comments for sure, but more importantly
1:06
Speaker 1: share with people you know enjoyed this kind of content. Now,
1:09
Speaker 1: the video, and why I chose this video for this
1:12
Speaker 1: podcast to react to is because for a long time,
1:16
Speaker 1: in audio form, mostly I've done an episode, an annual
1:20
Speaker 1: episode called State of the Streaming Services. Right, I've been
1:25
Speaker 1: doing this since Spotify came to America. Yes, there was
1:30
Speaker 1: a time where it was only in the UK. Some
1:32
Speaker 1: of y'all need to catch out. You know, some of
1:35
Speaker 1: us been here but and there was no Apple Music, remember,
1:40
Speaker 1: but as you know, Apple Music and Title and you know,
1:43
Speaker 1: Amazon Music and Spotify came along. I would do this
1:47
Speaker 1: podcast strictly to at a consumer podcast, right, to give
1:52
Speaker 1: you options as it relates to you know, which service
1:58
Speaker 1: works best for you in it. For the most part,
2:00
Speaker 1: it was always about the amount of music, right, and
2:06
Speaker 1: the quality of music. That's all. That's all my videos
2:09
Speaker 1: were about. All my podcast was about, you know, the
2:12
Speaker 1: amount of music, Like, hey, Spotify is the most music
2:16
Speaker 1: and they you know, they have high quality audio or
2:19
Speaker 1: Apple has lossless or whatever it may be. So that's
2:23
Speaker 1: what it was generally about. But I stopped doing them
2:26
Speaker 1: because it's really not about that. Nowadays people have what
2:30
Speaker 1: they have and they happy with it, and if they
2:31
Speaker 1: want to switch, they'll switch. But now it's more about
2:36
Speaker 1: your experience on that, right, the additions of AI, Like
2:41
Speaker 1: there's an AI DJ on Spotify, right, there's different versions
2:46
Speaker 1: of high quality audio on each. Some offer videos like
2:53
Speaker 1: YouTube does also and then Spotify does. Some now include
2:57
Speaker 1: podcasts like Spotify, So it's a whole experience surrounding it.
3:03
Speaker 1: But what I will say is I like this channel,
3:07
Speaker 1: which is Sound Guys, mainly because you know, I found
3:12
Speaker 1: them because I was, you know, in the market for
3:13
Speaker 1: some headphones, and you know, I watched some of their
3:17
Speaker 1: reviews and you know, they give some really in depth
3:20
Speaker 1: reviews about headphones, speakers, whatever it may be. So if
3:24
Speaker 1: you ever in the market for you know, some gym headphones,
3:28
Speaker 1: some over the air headphones, like some studio joints, real quick,
3:33
Speaker 1: let me just share it before we getting a video, right, So,
3:37
Speaker 1: these are like my old school you know, once upon
3:41
Speaker 1: a time, these were my go tos. Was for the gym,
3:46
Speaker 1: probably mostly, but also I used to walk around with
3:49
Speaker 1: them very basy. These are the studios. These is an
3:52
Speaker 1: older version. I had to replace the cups. I think
3:55
Speaker 1: they kind of looked dope, but I had to replace
3:57
Speaker 1: the cups because they got all, you know, stanking nasty.
4:00
Speaker 1: But then at some point I converted over to like
4:04
Speaker 1: in air joints for the gems, which is great, but
4:08
Speaker 1: in this case, and I'm not going to take it out,
4:10
Speaker 1: is the sony and forced Okay, maybe I'm thinking of
4:13
Speaker 1: that real quick, just so some people want to see.
4:15
Speaker 1: And I don't weigh these in the gym at all
4:18
Speaker 1: because I don't want to destroy them, so I stick
4:21
Speaker 1: to the in air buds at the beats fits I
4:26
Speaker 1: think it's called beat fits whatever. One of them joints,
4:29
Speaker 1: the joints that go in the air with the wingtips.
4:32
Speaker 1: But these are my like if I'm in the crib
4:35
Speaker 1: and I really want to listen to something, you know,
4:38
Speaker 1: and I want to hear every part of the track,
4:41
Speaker 1: like Doctor Dre. Albums on here that he produced sound crazy.
4:47
Speaker 1: But and recently or more in recent times, I don't
4:52
Speaker 1: know if y'all know this. Rizzard did a classical album,
4:57
Speaker 1: but it's not really to me, it's not really like
4:59
Speaker 1: classical music. It sounds like Wu Tang music. But when
5:04
Speaker 1: he scores for movies and stuff like that, likes it
5:08
Speaker 1: sounds more like that. It sounds like he scored for
5:11
Speaker 1: a film, but on some moutang stuff it was pretty dope.
5:16
Speaker 1: But I use these to listen, and Apple has a app,
5:20
Speaker 1: like a classical app that is designed for listening to
5:25
Speaker 1: Apple music. So that combined with the audio quality, with
5:28
Speaker 1: the quality of these headphones, which have based but also
5:32
Speaker 1: have a balance where you can listen to other forms
5:34
Speaker 1: of music, it's pretty dope, you know what. I'm saying
5:38
Speaker 1: to me, let me put this on the hook. So
5:43
Speaker 1: that's the long story about me as an audio file
5:48
Speaker 1: and a person who loves music. You who probably gets
5:51
Speaker 1: all your music from a streaming service. But the question is,
5:57
Speaker 1: and this is not just for Spotify uses, because it
6:00
Speaker 1: kind of relates to everybody, but specifically Spotify. Spotify's algorithm
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Speaker 1: desjoying the music industry. So's let's check that out. I'll
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Speaker 1: be stopping and pausing every now and again to share
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Speaker 1: some of my thoughts.
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Speaker 2: The way that we listen to music has changed a lot,
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Speaker 2: and it's mostly due to one app, Spotify, which has
6:23
Speaker 2: taken over the music industry with over six hundred and
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Speaker 2: seventy five million active users. If you're not on Spotify,
6:28
Speaker 2: you're probably using one of its competitors, like Apple Music,
6:31
Speaker 2: that offer a very similar experience to.
6:33
Speaker 1: The Spotify playbook.
6:34
Speaker 2: That playbook consists of using algorithmic playlists and song suggestions
6:38
Speaker 2: to keep you engaged within the app. On the surface,
6:40
Speaker 2: these algorithms sound like a great idea, I mean, more
6:43
Speaker 2: of what you'd love, right, But in reality, there are
6:46
Speaker 2: real world negative consequences to these algorithms for both you,
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Speaker 2: the listener, and for the artists you know and love.
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Speaker 2: If we don't do something about it, now, there's a
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Speaker 2: real danger of losing the human component of music entirely.
6:58
Speaker 2: Let's take a look at the impacts of the algorithms
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Speaker 2: on listeners, artists, and one potential danger that could destroy.
7:04
Speaker 1: The entire music industry as we know it now.
7:08
Speaker 2: Music discovery has historically always involved a social interaction, whether
7:12
Speaker 2: it was digging through record creates with friends or scrolling
7:14
Speaker 2: through curated music blogs, Discovering music meant being part of
7:18
Speaker 2: a community. Maybe a friend made you a mixtape of
7:21
Speaker 2: music totally outside the ramo of genres that you typically
7:23
Speaker 2: listened to. This human connection is what opens the door
7:26
Speaker 2: to true discovery. But algorithmic recommendations, though convenient, remove the
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Speaker 2: emotional side of music discovery entirely. By attempting music discovery
7:34
Speaker 2: without the human and emotional component, you might simply bounce
7:37
Speaker 2: off of music that might have been resonant with you
7:39
Speaker 2: if it was introduced in another context, save by a friend,
7:43
Speaker 2: or in a different environment, whether it's Discover weekly Release Radar,
7:47
Speaker 2: daily mixes, or AI generated playlists. Spotify and its competitors
7:50
Speaker 2: have a lot of tools designed to feed you the
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Speaker 2: exact music that you want to hear. These apps learn
7:55
Speaker 2: from your listening habits, and then they feed you more
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Speaker 2: of the same. While it might feel like you are
8:00
Speaker 2: discovering music and reality, you're boxed in and getting force
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Speaker 2: fed more of the same jump the same genre, is
8:06
Speaker 2: the same time periods, the same artists. You get placed
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Speaker 2: in a niche of music that ensures that you keep
8:11
Speaker 2: engaging with the app, but with limited exposure to any
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Speaker 2: new art.
8:17
Speaker 1: That's a big one, right, And I guess it's I
8:21
Speaker 1: guess it depends on the listeners. So leave your comments
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Speaker 1: in a converse section below about this. But do you
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Speaker 1: prefer a time that still exists now where other peers
8:35
Speaker 1: or family or whoever puts you on to certain music
8:40
Speaker 1: and that's how you get the music you listen to?
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Speaker 1: Or do you prefer using a streaming service and that
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Speaker 1: streaming service learning from your habits enough to not only
8:54
Speaker 1: give you some of the Well basically suggests similar artists
9:00
Speaker 1: compared to your music, because he said, you know, you
9:02
Speaker 1: get similar junk. But is it junk? If you're listening
9:06
Speaker 1: to Wu Tang and they decide they're gonna let you
9:10
Speaker 1: you know, they're gonna offer you some nods in the mix.
9:14
Speaker 1: No it's not junk. I want to hear some nods.
9:17
Speaker 1: But so with that, for me personally, I kind of
9:20
Speaker 1: think it's a give and take. I'm the type of
9:24
Speaker 1: person i'll listen to because I have Spotify. I'll listen
9:28
Speaker 1: to one of those playlists, and if the majority of
9:32
Speaker 1: it is stuff I don't want to hear, I'm out. Okay,
9:36
Speaker 1: but maybe, you know, maybe things will improve as time
9:40
Speaker 1: goes on. So let's see what's next. Algorithms impacting the
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Speaker 1: music itself.
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Speaker 2: Here's the real upsetting thing. Though, it's not just how
9:50
Speaker 2: we find music that's changing. The big artists create music
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Speaker 2: is also evolving to suit the algorithms. Tracks are getting shorter,
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Speaker 2: sometimes barely hitting the two minute mark. This is often
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Speaker 2: arrived within the first fifteen seconds. Why because platforms like
10:03
Speaker 2: Spotify track listener behavior in those first few seconds, and
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Speaker 2: artists don't want their song skipped. After thirty seconds, the
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Speaker 2: play has counted as a stream. If a user replays
10:13
Speaker 2: the song after thirty seconds or starts playing it again,
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Speaker 2: it counts as another stream. This means that there's now
10:18
Speaker 2: a real financial incentive to make songs shorter rather than
10:21
Speaker 2: having true storytelling. When Oldtown Road dominated the world of
10:25
Speaker 2: streaming in twenty nineteen, record labels took notice a short
10:28
Speaker 2: track with a catchy chorus right at the beginning is
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Speaker 2: an easy way to hack the engagement metrics of the algorithm.
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Speaker 2: The average length of a Billboard track dropped from over
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Speaker 2: four minutes in the early two thousands to merely three
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Speaker 2: minutes and seven seconds in twenty twenty one. There's now
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Speaker 2: a real pressure on artists to play into the algorithm
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Speaker 2: rather than tell a proper story through their music. This
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Speaker 2: also results in a homogeny of the type of music
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Speaker 2: that people hear.
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Speaker 1: Artists, wait, wait, wait, before we go forward, this is
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Speaker 1: a conversation. This is a real conversation. Right. For example,
11:00
Speaker 1: a lot of underground artists, and just to name a few,
11:05
Speaker 1: here's a great example. Westside Gun just released an EP,
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Speaker 1: right it was I don't even know if it was
11:15
Speaker 1: ten minutes after tracks were like one minute and thirty
11:20
Speaker 1: one minute and fifty seconds and stuff like that. Now
11:25
Speaker 1: those who are wives know what he just said. You know,
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Speaker 1: some of that is done by design to feed the algorithm.
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Speaker 1: Right form songs just perform better. They find their way
11:41
Speaker 1: to listeners who want to hear that music, which is crazy,
11:46
Speaker 1: and I guess we'll learn a little bit more about that.
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Speaker 1: But also he said, one key thing when you're talking
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Speaker 1: about artists, and particularly in hip hop, hip hop is
11:56
Speaker 1: full of a bunch of storytellers. What are you getting
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Speaker 1: and that short amount of time? Because when you go
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Speaker 1: back and you get in like four minute songs, there's
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Speaker 1: three verses, there's a beginning, middle, and end, especially if
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Speaker 1: you're telling a story or you just want to convey
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Speaker 1: the topic of this song, and it doesn't matter what
12:16
Speaker 1: it's about. Now you have to do it in a
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Speaker 1: in half the time. It's kind of crazy, and all
12:24
Speaker 1: most hip hop artists capable of doing that kind of thing.
12:29
Speaker 1: Can older artists do that when you were accustomed to
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Speaker 1: hearing them have songs that were like four to five minutes.
12:38
Speaker 1: It's crazy. Not most artists don't do it, but they
12:41
Speaker 1: are a lot who do this all the time, and honestly,
12:46
Speaker 1: it works.
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Speaker 2: And their management are incentivized to copy whatever performs well
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Speaker 2: in the algorithm. Wonder why Post Malone and Beyonce are
12:53
Speaker 2: making country music right now, because in the last six years,
12:56
Speaker 2: country music streaming has increased by two hundred and eighty
12:59
Speaker 2: seven percent rap dominated in the late twenty tens, country
13:02
Speaker 2: has been the key to hacking the algorithm lately. On
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Speaker 2: the other hand, many of the algorithmic playlists on Spotify
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Speaker 2: are filled with unknown artists who will never see recognition
13:10
Speaker 2: for their work. Spotify can feed you a perfect playlist,
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Speaker 2: and you can enjoy said playlists without reading the names
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Speaker 2: of any of the artists or the tracks that you're
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Speaker 2: listening to.
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Speaker 1: This is by design.
13:22
Speaker 2: If you don't know or don't care who the artists
13:25
Speaker 2: are that are creating the music that you listen to,
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Speaker 2: it undercuts any bargaining power that those artists have with
13:30
Speaker 2: platforms like Spotify. Investigative journalist Liz Pelly uncovered the dark
13:34
Speaker 2: side of the streaming industry in an excerpt from her
13:37
Speaker 2: book Mood Machine, The Rise of Spotify and the Costs
13:39
Speaker 2: of the Perfect Playlist. According to Pelly, here's how the
13:42
Speaker 2: system works right now. Spotify partners with production companies like
13:46
Speaker 2: Epidemic Sound and Firefly Entertainment that hire musicians to create
13:50
Speaker 2: generic background music.
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Speaker 1: Those tracks are.
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Speaker 2: Then released under fabricated artist names and seated onto playlists
13:56
Speaker 2: by Spotify's internal teams. Musicians receive only a fl fee
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Speaker 2: while surrendering their rights, and Spotify pays lower royalties for
14:04
Speaker 2: those tracks than they would to real independent artists. One
14:07
Speaker 2: of your favorite chill jazz playlist fills up with anonymous
14:10
Speaker 2: tracks created for a fraction of the cost. That directly
14:13
Speaker 2: displaces independent jazz artists who might have earned meaningful income
14:17
Speaker 2: from those placements. With a focus moving away from artists
14:20
Speaker 2: and towards playlists and algorithms, Spotify could also be priming
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Speaker 2: its users to accept AI generated music. If you don't
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Speaker 2: know who the artists are in that jazz playlist that
14:28
Speaker 2: you listen to every day, you won't notice when Spotify
14:30
Speaker 2: starts swapping out human artists for AI generated tracks. Since
14:34
Speaker 2: Spotify operates on a revenue sharing model with its artists,
14:37
Speaker 2: using AI music means they would get to keep more
14:39
Speaker 2: of their profits rather than having to pay out royalties.
14:42
Speaker 2: The more Spotify stuff's anonymous music down your throat, the
14:45
Speaker 2: less money gets paid out to real world artists. While
14:48
Speaker 2: Spotify is not confirmed publishing its own AI music, the
14:50
Speaker 2: company CEO has openly stated that he won't ban AI
14:53
Speaker 2: music from the platform right now. Spotify's largest expense is
14:56
Speaker 2: the royalties it pays out to artists. If the goal
14:58
Speaker 2: of the business is to maximize profits, it would be
15:01
Speaker 2: very lucrative for any streaming service to minimize this expense
15:04
Speaker 2: as much as possible.
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Speaker 1: Hold up before we go there, too, that's crazy that
15:13
Speaker 1: now I don't think that would work. Well, never say never,
15:17
Speaker 1: but I don't think that will particularly work with hip
15:20
Speaker 1: hop because there's so much more that goes into it.
15:23
Speaker 1: And I don't think any hip hop fan is gonna
15:26
Speaker 1: let a playlist rock without looking at who made the song. Right,
15:33
Speaker 1: If the song is dope, you might go look like,
15:35
Speaker 1: who's this? I want to save them for my personal playlist.
15:39
Speaker 1: If it's wack, they be like, yo, who is I
15:42
Speaker 1: Get that out of here. But to his point, when
15:46
Speaker 1: it comes to instrumental music like beat tapes, beat albums, jacks, whatever,
15:55
Speaker 1: that's quite possible that you could be listening to a
15:59
Speaker 1: playlist that has a ton of AI artists and producers. Well,
16:04
Speaker 1: I guess one sky net On on this playlist, which
16:10
Speaker 1: is crazy to think about. And honestly, recently I was
16:14
Speaker 1: making my own personal new playlist for summertime. I do
16:18
Speaker 1: that all the time. I take a bunch of dope
16:20
Speaker 1: joints that kind of represent summer that come out for summertime.
16:25
Speaker 1: And I make a playlist, so I'll go to the
16:27
Speaker 1: playlist that are offered as far as like Top twenty
16:32
Speaker 1: in the US or whatever, and I noticed there were
16:36
Speaker 1: like a lot of people I had never heard of before,
16:38
Speaker 1: where I'm like, is this a hit? Or like I
16:42
Speaker 1: don't understand. And I think some of what he was
16:45
Speaker 1: talking about was represented in those playlists, because there were.
16:49
Speaker 1: It was to the point where it was a bunch
16:51
Speaker 1: of new names, Like, for example, it was like the
16:53
Speaker 1: new release playlist I think on Spotify is called like
16:57
Speaker 1: new Release Fridays, and there's a lot of hip hop
17:00
Speaker 1: that I listen to a lot of hip hop, and
17:01
Speaker 1: it was a bunch of recognizable names from like one
17:05
Speaker 1: to ten. And then it just started getting real sketchy,
17:09
Speaker 1: and I was just like, is this all indie artists?
17:12
Speaker 1: Like I couldn't understand. So obviously, me as a music fan,
17:17
Speaker 1: I was out of there. But some people, you know,
17:19
Speaker 1: they just gonna let it rock, all right, take an
17:22
Speaker 1: action against the algorithms. This is last part.
17:25
Speaker 2: So what can we do to protect this industry. I'm
17:28
Speaker 2: not going to tell you to delete Spotify, or avoid
17:31
Speaker 2: listening to your discover weekly. There's an undeniable convenience to
17:34
Speaker 2: these features that can lower the barrier to entry to
17:36
Speaker 2: listening to good music, and it allows you to listen
17:39
Speaker 2: to music before deciding to buy. But if you miss
17:41
Speaker 2: the feeling of really discovering something new, try mixing in
17:44
Speaker 2: some human curated elements again. Ask a friend what they've
17:47
Speaker 2: been listening to lately, take a stroll to your local
17:49
Speaker 2: record shop, or attend some live music events. Well I
17:51
Speaker 2: can afford it, actually buy the music from your favorite
17:54
Speaker 2: artists on a platform like Bandcamp, Amazon Music, or Cobos.
17:57
Speaker 2: At the very least, try to spend some time each
18:00
Speaker 2: week listening to music with intention. Take notice of the
18:03
Speaker 2: artists that appear in your playlists and dive into their
18:05
Speaker 2: albums or see if they are on tour in your
18:07
Speaker 2: area soon. Shout out your favorite artists on social media
18:10
Speaker 2: and shazam the music that you hear while out and
18:13
Speaker 2: about to remember the feeling that a certain artist track
18:15
Speaker 2: gave you in that moment. The only way that we
18:18
Speaker 2: can prevent algorithms from garbling up the entire music industry
18:21
Speaker 2: is if we keep it alive through real human connection
18:25
Speaker 2: algorithms can be helpful, sure, but when they take over
18:28
Speaker 2: the whole experience, we lose more than just the thrill
18:30
Speaker 2: of the hunt. We lose the humanity behind the music.
18:37
Speaker 1: Great video. Go and subscribe to sound Guys on YouTube
18:47
Speaker 1: if you are interested in content like that. Again, they
18:52
Speaker 1: cover a lot of different things as it relates to sound.
18:57
Speaker 1: You know, a lot of equipment for your antiity. But
19:02
Speaker 1: I mean, I think he said it right there at
19:03
Speaker 1: the end. You know, there are other ways to get
19:06
Speaker 1: to the music discovery you're looking for. Right. Not everybody
19:12
Speaker 1: is listening to music all the time. Not everybody who
19:14
Speaker 1: was a hip hop fan when they were younger are
19:16
Speaker 1: hip hop fans later. And some of that has to
19:18
Speaker 1: do with just whether you find the things right. Some
19:22
Speaker 1: people love jazz and they have their record collection, but
19:25
Speaker 1: they're afraid to go and look for what's new because
19:28
Speaker 1: they came up in a time where you just go
19:30
Speaker 1: to the record store and you go to the jazz section.
19:32
Speaker 1: And that was that. But I think he mentioned it
19:37
Speaker 1: the other outlets. There is band camp. Band camp you
19:41
Speaker 1: if you want to get real deep with indie discovery,
19:44
Speaker 1: whether it's hip hop or something else, you can just
19:46
Speaker 1: go through band Camp and other sites like it. Again,
19:51
Speaker 1: like he said, it doesn't mean you have to get
19:53
Speaker 1: rid of your streaming service, but you should be mindful.
19:58
Speaker 1: You know, the more you let rhythm AI dictate your
20:03
Speaker 1: music listening experience, even if you're given input, which is
20:08
Speaker 1: how AI works right now, you still can have a
20:13
Speaker 1: better experience by doing some of the things he mentioned.
20:17
Speaker 1: And one quick thing, I want to shout out Pandora,
20:21
Speaker 1: who were kind of doing it first. And I had
20:25
Speaker 1: Pandora like it was probably more than a decade now
20:29
Speaker 1: and recently I just started listening to it, like when
20:32
Speaker 1: Spotify went down, I was like, let me check out Pandora.
20:35
Speaker 1: And it's just something to be said about I know
20:39
Speaker 1: up the streaming services do this now, but there's something
20:42
Speaker 1: to be said about actively curating your music in real
20:46
Speaker 1: time so the algorithm truly understands what you don't and
20:55
Speaker 1: do want to hear. And nothing is perfect, but I
20:59
Speaker 1: just found it. So leave your comments in a comment
21:02
Speaker 1: section below. What streaming service do you use? Do you
21:05
Speaker 1: use playlists? Do you use the AI playlist? Do you
21:08
Speaker 1: use that DJ thing on Spotify? Leave your comments in
21:12
Speaker 1: a comment section below. Follow me on social media at
21:16
Speaker 1: Vegas World, Vegas World, I n C. And check out
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Speaker 1: the weekly podcast, Hip Hop Now Podcast right here on YouTube. Subscribe, like, comment,
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Speaker 1: but most importantly share with people you know enjoy this
21:31
Speaker 1: kind of content. Until next time, y'all. I'm not a critic,
21:34
Speaker 1: I'm a fan piece.