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Showing posts with label Spotify. Show all posts
Showing posts with label Spotify. Show all posts

Thursday, January 30, 2025

Spotify is now going to pay a higher royalty rate to Universal Music Publishing Group






The news broke this past Sunday that Universal Music Group and Spotify have struck a new, multi-year licensing deal.

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The main takeaway is that Spotify is now going to pay a higher royalty rate to Universal Music Publishing Group for mechanical royalties. Theoretically higher than Spotify is going to pay any other songwriter or publisher.

Let’s back up and put this all into context.

When Spotify initially launched way back in 2008, the music industry was in a death spiral. CD sales were plummeting. iTunes sales were not making much of a dent in the piracy ravaging the industry. Spotify, it seemed, could present a legal alternative to the piracy and a pathway to recovery. However, Spotify needed the major labels to gain access to the most popular music in the world to power the platform.

The major labels licensed their full catalogs to Spotify, but made sure the agreements were on their terms and that they made out just fine no matter what. Spotify paid the majors massive advances (with no requirement that any of that money trickle down to their artists). The majors got equity in Spotify (collectively around 18% - which is now below 7% after cashing out shares in the hundreds of millions of dollars), lots of kick-backs in the form of free advertising on the platform, and most egregious of all, higher royalty rates than indie labels and artists got.

The big myth of the streaming era is that all streams are created equally.

Even though per-stream pay has been estimated, there is no such thing as a per-stream rate. And even though a simplified explanation of how streaming currently pays via the pro-rata model that Spotify utilizes, goes something like: artists & labels make the proportionate amount of money equal to the proportionate amount of streams they get versus all other streams on the platform. It’s not even that simple.

This payment model also establishes the variance of payments by explaining that streams that come from paid subscribers will pay more than streams that come from free users. And streams from users on cheaper plans (like family plans, or in countries with a lower subscription cost) also earn less.

But even all that isn’t the full truth.

See, one UMG stream is going to earn more than one indie artist stream. From the identical listener. Why? Because every label and distributor negotiates their rates directly with Spotify. And with strict NDAs included in every licensing deal, we may never know what these rates are and which label or distributor gets paid the most.

But you better believe that UMG is going to make damn sure that they get the highest rates in the industry.

Just like they did with Sunday’s deal.

Now when it comes to publishing, however, the majority of the royalties are based on a transparent statutory rate (set by the US Copyright Royalty Board), and paid out via the government-mandated collection organization, the MLC (for mechanical royalties). And the other publishing royalties are paid out via Performing Rights Orgs like ASCAP, BMI, SESAC, GMR (for performance royalties). And then these orgs pay songwriters and publishers.

However, some publishers can opt out of these compulsory agreements and strike direct deals with Spotify and other DSPs.

Which UMG just did.

Spotify took a lot of flack last year for announcing it was going to be paying publishers and songwriters an estimated $150 million less in royalties in just the first year because it was reclassifying its premium subscriptions as a “bundle” since adding audiobooks. Thanks to a celebrated agreement between the NMPA (the organization representing publishers) and DiMA (the org representing streamers), the mechanical royalty rate is reduced for bundled tiers. (The MLC sued Spotify over this, stipulating that this bundle reclassification was “unlawful,” but just lost that case.)

UMG has now skirted this loophole that Spotify exploited.

In the press release, UMG CEO Lucian Grainge stated, “This agreement furthers and broadens the collaboration with Spotify for both our labels and music publisher, advancing artist-centric principles to drive greater monetization for artists and songwriters, as well as enhancing product offerings for consumers.”

He continues to push this “artist-centric” doublespeak that he coined a couple years ago while laying the groundwork for indie artist theft. There is absolutely nothing artist-centric about any of the initiatives UMG has pushed onto the industry recently.

WIthholding pay from poorer artists to give to richer artists isn’t artist-centric. Penalizing indie artists when their songs get botted, isn’t artist-centric. Striking deals with generative AI music companies that flood Spotify with AI generated music, pulling royalties away from human artists and songwriters, is not artist-centric.

We can safely assume that anything UMG states as “artist-centric” is in actuality, label-centric. Or more aptly, UMG-centric.

And now, Spotify is attempting to overshadow this clear royalty manipulation in favor of the largest music corporation in the world valued at over $50 billion, by announcing it paid the music industry $10 billion in 2024.

In the press release, it also states “Today, well over 10,000 artists generate over $100,000 per year from Spotify alone. That's a beautiful thing.”

But now we know we can’t take anything Spotify says at face value. As revealed in immense detail in Liz Pelly’s new book Mood Machine (and initially excerpted in her Harper’s piece), Spotify has been filling its extremely popular official editorial playlists with low-cost, royalty-free music from stock-music companies (sometimes AI-generated), with the goal of paying fewer royalties to working artists: intentionally replacing real artists on these high-trafficked playlists with “ghost” artists that don’t actually exist.

This makes Spotify’s stock price go up, all while artist pay goes down.

I get it. We live in a capitalist society. And Spotify and UMG are beholden to their shareholders. Their goal is to make more money at any cost. Artists be damned.

But when the CEO of the largest music streaming platform in the world is worth more than the 4 richest musicians combined, all while continually undercutting the hard-working musicians and songwriters that power his platform, it’s time we stop pretending the game is fair.

So, what are we to do?

Taking your music off of Spotify ain’t a realistic solution when that’s how the majority of the listening public prefer to listen to music (and without a coordinated effort from every artist - many of whom are beholden to their labels - it won’t move the needle).

Not to mention, Spotify is the only DSP actively promoting concerts (with ticket links) and offering commission-free merch. I will absolutely give credit where credit is due.

Apple Music, TIDAL, and Amazon Music are also owned by billionaires and similarly pay on the same pro-rata payment model. People mistakenly claim that “TIDAL pays more!” or “Amazon Music pays the most!” This is not true.

There isn’t an artist on planet earth that has made more money from TIDAL or Amazon Music than from Spotify.

The only reason their “per stream rate” (which, remember, ISN’T A THING) is because they have so few users.

Would you rather make more of less or less of more?

Government intervention seems to be the only way to make the streaming landscape fair. To require that every stream is treated equally. Make direct licensing illegal. Undo the licensing NDAs so we have transparency.

Even though there was a bill introduced to the US House last year, The Living Wage For Musicians Act, (thanks to immense advocacy work by the UMAW), which has some great stuff in it, it hasn’t moved past the introduction stage. And seems unlikely it will.

I think we can advocate for a more fair music industry, while simultaneously, as Talib Kweli recently put it in his interview on The Daily Show, “build industry around yourself.”

The only way to cut out the from corporations and take matters into our own hands is to go direct to the fans.

Instead of renting our fans from social media and streaming platforms, we need to own them. Get your fans’ emails and phone numbers. Create a community with your fans via the many services out there like Vault.fmMySeatOpenstagePatreonBandcamp, or EVEN.

The majors have always rigged the game since the beginning of time. We can’t expect them to change in our capitalistic society. But we can find a better way forward as musicians. Together.

~Ari

Ari Herstand and his book, How to Make It in the New Music Business, Third Edition

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Saturday, September 7, 2024

Spotify long-running lawsuit over streaming of Eminem's Catalog


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SPOTIFY JUST WON A LONG-RUNNING LAWSUIT OVER STREAMING OF EMINEM’S CATALOG – DESPITE THE COURT FINDING IT DIDN’T HAVE A LICENSE FOR THE MUSIC. WHAT DOES THIS MEAN FOR PUBLISHERS?
WHAT’S HAPPENED?

After a five-year-long court battle, Spotify has effectively won a court case in which it was accused of having streamed Eminem songs without permission.

The music streaming giant won the case despite the court finding that Spotify did not have a license to stream those tracks.

The court also concluded that, if Spotify were to be on the hook for copyright infringement, the penalty would have had to be paid by… Kobalt Music Group.

Yet the biggest loser in this case is Eight Mile Style, the co-publisher of 242 Eminem tracks, including the rapper’s biggest hit, Lose Yourself, and other hits such as StanThe Real Slim ShadyThe Way I Am, and Without Me.

So how did Spotify manage to win? Why would Kobalt have been on the hook if Spotify had been found liable? And why did a legit music rights owner just have their copyright claims rejected?

Simply put, this is a story of just how complicated and confusing music administration has become in an era when music rights have become a hot commodity, and the new “retailers of music” – the streaming services – deal in tracks by the tens or even hundreds of millions.

It’s a long and complicated case, but there are some important lessons here for anyone involved in the music business. Here’s how it all breaks down.


2019: EIGHT MILE SUES SPOTIFY

In August of 2019, Eight Mile Style – a publisher that’s not formally affiliated with Eminem – filed a lawsuit against Spotify, alleging that Spotify had no license to stream its catalog of 242 Eminem tracks, and “acted deceptively” by pretending it did.

It was reported at the time that Eminem wasn’t aware of the lawsuit until it had launched.

(Note: The case originally involved 243 tracks, but Eight Mile has since conceded that it doesn’t own the rights to My Name Is, Eminem’s breakout hit from 1999. That, alone, is a foreshadowing of the complicated issues ahead in this story.)

Eight Mile’s lawsuit alleged that Spotify had instructed rights management and mechanical licensing agency the Harry Fox Agency (HFA) “to send purported ‘royalty statements’ out, when Spotify and HFA knew the compositions were not licensed via [a] compulsory license, or otherwise, to further lead Eight Mile and others into believing the songs were licensed and Eight Mile was being paid properly. In fact, neither was true.”

Although the Eminem tracks in question had been streamed “billions of times” on Spotify, the streaming service “has not accounted to Eight Mile or paid Eight Mile for these streams but instead remitted random payments of some sort, which only purport to account for a fraction of those streams,” the lawsuit alleged.

The lawsuit also alleged that Spotify had issued “NOIs” – notices of intent to obtain a compulsory license – to the US Copyright Office on the argument that it didn’t know who owned the rights to the underlying musical compositions behind those Eminem tracks, and that those NOIs were back-dated sometimes by years – a violation of the practice of NOIs, which, under the law at that time, required them to be sent in advance of making a track available for streaming.

“SPOTIFY SIMPLY COMMITTED WILLFUL COPYRIGHT INFRINGEMENT AND DID NOT PAY FOR THE VAST MAJORITY OF THE MORE THAN BILLION UNLICENSED STREAMS OF ONE OF THE MOST WELL-KNOWN SONGS IN HISTORY.”

EIGHT MILE STYLE’S ACCUSATION IN THE 2019 LAWSUIT

Eight Mile called that “an indication, if not an outright admission, that the musical compositions were not licensed,” and said it was “absurd” that Spotify and HFA couldn’t identify the copyright owners.

“Spotify, and HFA, its agent… certainly knew (and had the easy means to know) that Eight Mile is the copyright owner of Lose Yourself,” Eight Mile said in the complaint, filed with the US District Court for the Middle District of Tennessee.

“Spotify simply committed willful copyright infringement and did not pay for the vast majority of the more than billion unlicensed streams of one of the most well-known songs in history,” the complaint asserted.

The complaint went on to suggest that Spotify and its shareholders – which at that time included some of the largest music rights holders in the industry – were more interested in ensuring a high stock price for Spotify at its IPO than in ensuring that the company was doing business above board.

The lawsuit also challenged the (at the time) recently-passed Music Modernization Act (MMA) of 2018, which, among other things, established The Mechanical Licensing Collective (MLC) to collect mechanical royalties in the US. (The MLC is itself now fighting Spotify in court, in a separate legal battle.)

The MMA also limited the liability that music streamers like Spotify would face if they were caught streaming unlicensed music. The rights owners would now be able to recover only the amount they would have been owed for royalties on those streams, and not the (much larger) sums they could potentially gain by suing for damages in court.

Eight Mile called this part of the MMA “an unconstitutional denial of due process… and an unconstitutional taking of vested property rights,” and asked the court to strike down that part of the law.


2020: SPOTIFY SAYS IT’S KOBALT’S FAULT

Roughly a year after Eight Mile filed its lawsuit, Spotify responded with a somewhat novel defense: It’s Kobalt’s fault.

The streaming service brought a “third-party complaint” against Kobalt, in effect bringing Kobalt’s administration and mechanical licensing arm into the lawsuit as another defendant.

“Spotify was, in fact, licensed by Eight Mile’s agent, Kobalt, to reproduce and distribute the compositions,” the streaming service said in its third-party complaint, which can be read in full here.

“Specifically, Kobalt executed a direct ‘Mechanical License Agreement’ with Spotify … agreeing to indemnify Spotify for claims by any third party (such as Eight Mile) alleging that Spotify infringed the third party’s rights.”



Spotify alleged that Kobalt had misled it into believing that Kobalt controlled the administration of Eight Mile’s catalog, and had agreed to indemnify Spotify in the event that someone sued it over Eight Mile’s rights.

Spotify also asserted that, for years, Eight Mile didn’t complain when it received royalty payments for Eminem songs via the Harry Fox Agency.

“While [Eight Mile] received royalty payments and observed billions of streams, it never once questioned Spotify’s authority to make music embodying those compositions available on Spotify’s service,” Spotify’s complaint stated.

“Eight Mile instead suggests that it was somehow ‘duped’ by Spotify into thinking the compositions were properly licensed to explain away why it knowingly accepted and deposited royalty payments while remaining silent for years… Eight Mile’s story defies logic.”

For its part, Kobalt dismissed Spotify’s allegations as “baseless.”

“Spotify mischaracterizes the substance both of the services Kobalt provides to Eight Mile Style and Martin Affiliated in the United States, as well as the content of Spotify’s direct US licensing agreement with Kobalt,” Kobalt told MBW at the time.


2020: EIGHT MILE ALLEGES ‘CONSPIRACY’

Eight Mile quickly responded to Spotify’s defense, filing an amended complaint that added the Harry Fox Agency as a defendant.

The complaint, which can be read here, cited “HFA’s material contributions to and enablement of Spotify’s infringement through a joint conspiracy with Spotify to distribute fraudulent documents and misrepresentations designed to conceal and enable Spotify’s infringement of the Eight Mile compositions.”

Crucially, Eight Mile asserted that “Kobalt is not authorized to enter into such licenses for the Eight Mile compositions for the United States and Canada.”

“Defendants’ scheme to engage in copyright infringement was a massive success,” Eight Mile alleged. “Kobalt, serving as the entity authorized to collect royalties from licenses validly made for the Eight Mile compositions, was tricked into believing that Spotify had compulsory licenses and into accepting ‘royalty statements’ distributed by HFA on behalf of Spotify. Kobalt was further tricked into believing that Eight Mile was being accounted to properly.”

In the years since that complaint, the case went through a great deal of back-and-forth, including a dispute over whether Spotify CEO Daniel Ek would be deposed in the case (the court ruled that, yes, he would) and eventually coming to a point where all the parties requested the court to issue a summary judgment, that is, they asked the court to rule without having the case go to a full trial.

The judge agreed, and on August 15 of this year, Judge Aleta A. Trauger issued her summary judgment. But far from finding a “conspiracy” between Spotify and HFA to defraud Eight Mile, Trauger concluded that it was Eight Mile that engaged in scheming – in an effort to extract as much money as possible from Spotify in a copyright infringement suit.


2024: WHAT THE COURT FOUND

First, Judge Trauter declined to rule on the constitutionality of the Music Modernization Act, leaving that “for a future case involving an appropriate plaintiff.”

And why was Eight Mile not an “appropriate” plaintiff? Because, the judge concluded, Eight Mile had tried to exploit the law – and the complicated ownership and administration structure of Eminem’s musical works – to enrich itself, among other things by obscuring the ownership of the compositions.

“The law has long disfavored plaintiffs who strategically exploit regimes of civil liability to maximize their own recoveries at the expense of the public good and in contravention of basic principles of fairness,” Judge Trauter wrote.

“The evidence in this case shows that Eight Mile Style was not a hapless victim, but, rather, a sophisticated steward of its copyrights that was aware that the licensing status of the [Eight Mile] compositions had fallen into confusion and simply allowed its rights to be violated in a way that would be entirely inexplicable other than as a strategic choice to manufacture infringement damages.”

“While Spotify’s handling of composer copyrights appears to have been seriously flawed, any right to recover damages based on those flaws belongs to those innocent rights holders who were genuinely harmed – not ones who, like Eight Mile Style, had every opportunity to set things right and simply chose not to do so for no apparent reason, other than that being the victim of infringement pays better than being an ordinary licensor.”

The judge applied the principle of equitable estoppel – the principle that a court can rule against a party if that party is acting in bad faith and trying to take advantage of the law.

“EIGHT MILE STYLE… HAD EVERY OPPORTUNITY TO SET THINGS RIGHT AND SIMPLY CHOSE NOT TO DO SO FOR NO APPARENT REASON, OTHER THAN THAT BEING THE VICTIM OF INFRINGEMENT PAYS BETTER THAN BEING AN ORDINARY LICENSOR.”

JUDGE ALETA TRAUGER, US DISTRICT COURT FOR THE MIDDLE DISTRICT OF TENNESSEE

The court found that Spotify had been streaming the Eminem tracks in question since 2011, when the service first launched in the US, and “for the entirety of that period, Spotify has paid royalties associated with that streaming to Eight Mile Style’s collection agent, Kobalt, as if a license had been in place… and Kobalt provided Eight Mile Style with a quarterly document summarizing the royalties being paid.

“A 2012 prospectus confirms that Eight Mile Style was aware that the songs were being streamed on Spotify and that Eight Mile Style was being paid royalties for those streams.”

The problem is, while Kobalt was Eight Mile’s collection agent, it wasn’t authorized to license use of Eight Mile’s music in the US and Canada – those rights had been transferred in 2009 from Kobalt to Bridgeport, a company closely linked to Eight Mile. But pretty much everything else involved in the administration of Eight Mile’s catalog remained in the hands of Kobalt.

What’s more, Eight Mile didn’t make much of an effort to let anyone know that licensing rights had been transferred out of Kobalt. Typically, when these types of rights change hands, the new administrator sends out a “letter of direction,” or LOD, to notify people in the business.

“Bridgeport, however, never sent the LOD to any party, never registered interests in any of the [Eight Mile] compositions in its name with any US mechanical rights organization, and, in fact, never ‘formally notified’ any third party that it was taking over the mechanical licensing of the [Eminem tracks] in the US,” Judge Trauter wrote.

“MUSIC INDUSTRY PRACTICE… MAKES IT SURPRISINGLY PLAUSIBLE THAT SPOTIFY MIGHT BE GENUINELY CONFUSED, AT TIMES, REGARDING WHICH RIGHTS IT POSSESSED AND WHICH IT DID NOT.”

JUDGE ALETA TRAUGER, US DISTRICT COURT FOR THE MIDDLE DISTRICT OF TENNESSEE

The judge even cited a 2013 incident where a data manager for the Harry Fox Agency reached out repeatedly to Eight Mile by email to clarify who was authorized to license Eight Mile’s catalog, and received no response.

Adding to the confusion was the fact that Spotify had signed a “blanket mechanical licensing agreement” (BMLA) with Kobalt, giving the streaming service a license to stream all the music that Kobalt administered. But the agreement didn’t list all the tracks, artists, or publishers that would include – a widespread practice in the industry.

At the time, Kobalt’s website listed Eight Mile as one of the publishers whose rights Kobalt administered – which was accurate, except it didn’t include licensing of Eight Mile’s catalog in the US and Canada.

“Music industry practice… makes it surprisingly plausible that Spotify might be genuinely confused, at times, regarding which rights it possessed and which it did not. By all accounts, it was in the practice of licensing catalogs without knowing, with any specificity, what was in them,” Judge Trauter wrote.

In other words: What a mess.


KOBALT IS ON THE HOOK

One of the key issues, for Judge Trauter, was what the term “administration” means in the music industry. The judge found it includes such things as control over licensing, including synch licensing, and collecting royalties – but it doesn’t necessarily include any one of those activities.

And therein lies the problem: The contract between Spotify and Kobalt was vague on the meaning of “administration,” creating a situation where Spotify may not have realized that control of licensing of Eight Mile’s catalog was not in Kobalt’s hands, at least for the US and Canada.

Nonetheless, the judge concluded that the contract was clear on one point: It indemnified Spotify against copyright infringement claims on any works “administered” by Kobalt.

Judge Trauter rejected Kobalt’s argument that it should not be held liable, in this instance, because it didn’t control the licensing for Eight Mile’s catalog.

“This situation… would seem to be exactly the type of situation that the warranties were intended to guard against,” she wrote.

So Kobalt is on the hook, but because Spotify doesn’t have to pay out damages for copyright infringement to Eight Mile, Kobalt will only have to pay “reasonable attorney’s fees and expenses” – still, likely a tidy sum, given that this case ran on for five years.


A FINAL THOUGHT…

Whatever its reasons for doing so, Eight Mile Style ultimately lost the case because of how long it waited to bring a copyright complaint against Spotify.

The US District Court’s ruling “reaffirms that rights holders should act swiftly to vindicate their rights, especially in cases of significant infringement,” wrote the entertainment industry lawyers at Mitchell Silberberg & Knupp LLP.

But that’s just one part of what this case highlights.

According to Garrett Levin, the former CEO of the Digital Media Association (DiMA), and a lawyer who served Sen. Patrick Leahy on the US Senate Judiciary Committee and worked for the US Patent and Trademark Office, the case offers “a compelling window into a number of vital issues”:

  • “the utter mess that was mechanical licensing for streaming prior to the MMA”;
  • “the ongoing complexity of digital licensing for music publishing, including the ever-changing relationships between rightsholders, administrators, and licensees”’
  • “the ways in which ‘industry practice’ can cover up some of those complexities and allow things to work in the moment while leaving parties across the industry potentially exposed down the road”;
  • “the critical need to continue efforts to address the inaccuracies and inefficiencies in ownership and licensing data.”

That last part may be the most crucial, in terms of preventing such incidents in the future. And on that front, we are seeing some progress – witness, for instance, CISAC’s ongoing efforts to improve global standards for identifying musical works.

And yet, much of what’s happening in the music industry today is pulling in the opposite direction. We are seeing an explosion of DIY artists distributing their music through an ever-expanding ecosystem of music distributors; many of them are apparently unaware of the need to not only register their work with the copyright office, but to sign up with performance rights organizations (PROs) and collection management organizations (CMOs) to receive the pay they’re owed.

Meanwhile, collecting royalties is itself becoming big business. The US-based performance rights org BMI shifted to a for-profit model a few years ago, then promptly sold itself to a private equity firm. And just last month, CISAC licensed the fourth PRO to operate in the US. AllTrack will now be competing with BMI, ASCAP and SESAC.

Will the proliferation of so many administrative organizations help or hinder the effort to keep track of music ownership? One could hope it will help, but historically, it’s rarely been the case that more administration has meant more efficiency.

The arrival of Big Data could help – assuming that data is shared with the industry, and not corralled into proprietary databases. And – dare we say it? – this is one area where artificial intelligence could be a big help to the music business.

Finally, it would behoove the music industry not to try to take advantage of the ins and outs of a legal system designed to protect owners’ rights. As Eight Mile has just shown, that could backfire badly.Music Business Worldwide

Tuesday, February 23, 2021

How much each distributor pays for Spotify and Apple Music

I'm holding a live training on The 3 Myths and 3 Truths of Livestreaming for Musicians on Friday, March 5th at 12pm (noon) PST. It's not over Zoom (whew!) - no need to dress up - and it will be LIVE. I'm going to be discussion how you can use Facebook, Twitch, Instagram, and YouTube to build a dedicated following, how you don't need a large following to be successful in livestreaming; how you can make a living livestreaming from home, along with going through case studies of the musicians who've been killing it in the livestreaming space this past year. This is a free training, and as long as you register before the webinar begins you'll receive a link to watch the replay. Register here.

+Read this full report (and see the charts) on aristake.com

All streams are not treated equally.

How much Spotify and Apple Music pay for a stream varies on many factors.

There are around 800 different pay rates for each stream on Spotify. Some of the variables include:

  • Country/Territory of the listener
  • Subscription plan level (free, family, student, discount, premium)
  • Promotional stream
  • Distributor / label negotiated rate

We're focusing on the last point here. But I'll get to that in a minute. First let me break down the most obvious points:

Country/Territory of the Listener

Spotify and Apple Music pay more for a stream from a listener in the US than a stream from a listener in India. Why? Simply because the cost of a standard premium subscription in the US is about $10. In India it's under $2.00. Not to mention the free, family and discount plans.

For the ad-supported free plan on Spotify (Apple Music only has a 3-month trial - without ads) advertisers pay more for US Spotify placement than they do for India Spotify placement, so the pay split (which has never been revealed) for ad-supported streams will also be much less.

Subscription Plan Level

Spotify and Apple also pay differently based on the listener's plan. So Spotify (and Apple) will pay-out more for a stream from a listener on a $9.99/mo premium plan versus a listener on the free, ad-supported or family plans.

Worth noting that Apple Music pays a lot more than Spotify across the board because Apple Music does not offer a free, ad-supported streaming experience to users. Ad supported streams pay much less than subscription supported streams.

As of December 31st, 2020, of Spotify's 345 million monthly active users, only 155 million of them are subscribers.

Promotional Stream

This is a very new thing that Spotify is experimenting with. Spotify is offering labels and artists the ability to essentially advertise their songs on the platform as suggested songs to listeners (once they finish listening to their chosen song/album/playlist). Instead of paying a fee up front for advertising, you instead take a lower payout rate for the promoted streams. We don't have any data on how this is working yet.

Distributor / Label Negotiated Rate

This is what we're focusing on with this report. One of the biggest reasons that there isn't a "Spotify pay rate" or an "Apple Music pay rate" is because each distributor negotiates a different pay rate with each DSP (Digital Service Provider - catchall for streaming services). Some indie distributors are part of the Merlin network - which essentially collectively bargains for a rate which will then be utilized for all distributors in that network.

Merlin publicly lists on their Press page that they represent “15% of the global market share” and Merlin’s members include: Amuse, CD Baby, AWAL, DistroKid, Symphonic, Vydia, Sub Pop, Ultra Records, Mad Decent, Secretly, along with "hundreds more" indie labels and distributors.

Supposedly every Merlin deal will result in the same pay-rate for each label and distributor.

But just being part of the Merlin network does not mean that the distributor has to opt-in for every deal. Which is why some distributors have higher pay rates than others who are also part of Merlin.

Worth noting, no distributor paid out more than $.004/per stream for spotify us in 2020

Note that's Spotify US - not Spotify across the board.

We didn't calculate Spotify's average per-stream rate across all territories (as many other reports do) because it would be heavily weighted on the location of the artists' lister base. If an artist got included in a country-specific playlist, like "Top Brazil" and 90% of their streams came from Brazil, their numbers would look awfully different than someone whose streams come primarily from the US or India. Because streams are not evenly distributed amongst every territory, you have to split up calculations by country.

So, we did.

Read the full report (and see the charts) here.

~Ari

Follow Ari's Take on Instagram @aristake_ and TikTok @aris.take for daily doses of inspiration.

Keep up on Twitter: @aristake

Subscribe to the New Music Business podcast

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ariherstand.com

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Sunday, November 4, 2018

Spotify playlist pitching review of Playlist Push



First want to give a quick shoutout to Ari's Take partner AWAL. They have a helpful blog post on when you get included on a Spotify playlist, how to make sure you don't get bumped off of it. Check it out here. 
Also, as a reminder, enrollment for Ari's Take Academy: How To Become a Successful Touring Artist closes Tuesday! Join us. 
I got an email from a long-time reader and very talented artist, Jessica Lá Rel who shared her experience with Playlist Push and had some very understandable concerns. 
But first, I want to update you on Playlist Push since my first report came out a few weeks back. For those of you just getting caught up to speed, I’ve been digging into all things Spotify the past couple years. Specifically, how to get included in playlists. I reviewed SubmitHub, which proved to be somewhat helpful at getting (small) blog coverage, but the playlists on the service were totally fake with no real engagement. I pointed this out in my review and since then, they completely changed the way they accept and rate the playlists you can submit to on the service. Props to SubmitHub for taking it seriously and changing course! 
I also wrote about how my album got removed for using a service I thought was a legit playlist pitching company, but was in fact using bots to increase streams (in addition to getting the song included on some playlists). 
I’ve spoken to many streaming experts ranging from owners of playlist pitching companies to big time distributors with playlist pitching departments to labels to managers to marketing agencies to Spotify employees. The biggest takeaways are that it’s the Wild Wild West out here in the digital streaming world and that what is true today may not be tomorrow. 
This all being said, after extensively looking into Playlist Push (testing two very different songs on the platform), interviewing the founder and a couple managers and artists who have used the service, I determined it was one of the few legitimate services out there to pitch your songs to user generated playlists. 
That being said, it is flawed. But the founder George knows they have work to do and are actively working to improve their service (and are listening to all the critiques and constructive criticism I’m tossing their way). After I posted my review, I became a “curator” on Playlist Push for my Low Volume Funk playlist so I could see it from the OTHER side of the equation. I have since updated the review to reveal my findings. 
To catch you up - as a curator of a 2,550 follower playlist (with about 400/monthly listeners) - it's not really a money-making venture unless you're doing SERIOUS volume. Currently I'm making $2/song. Considering I (or my team) listen to each song in its entirety and then try to write a thoughtful review, it's not really worth the time for me. But I understand other curators probably have more time or only listen to a snippet of the song and write short reviews. And as a curator grows within the platform they could be earning up to $20/song if their playlist is gigantic (500,000 followers or so). But, again, most are probably around the $2-$5/song mark.
The biggest frustration I’ve noticed having been a curator on the platform for just over a week is that most of the songs I’m being sent aren’t remotely close to the songs on my playlist. I selected the genres “Funk” “Soul” and “R&B” and the songs on the playlist all have organic instruments - not created ‘in-the-box.’ Most of the songs submitted to me, however, are hip hop or pop songs that are fully electronic (no real instruments). So, if an artist selects the “Soul,” “R&B” or “Funk” genres, I’ll get sent the song. I really wish there was a better genre selection tool that only sent songs that would actually fit on the playlist. I feel bad that these artists are wasting their money sending the songs to me. Some of the songs are great! They just don’t fit on the playlist. 
At least on SubmitHub, you can personally pick the playlists you’re submitting to. With this, you have to just trust that Playlist Push will send your songs to the appropriate curators. The founder, George, and I had a call today where I expressed this frustration (after passing along the below email from Jessica) and he did mention that they have a totally new genre selection process rolling out very soon. I’ll update the review once that is fully implemented.
Jessica’s email: 
I wanted to reach out to share with you a recent experience I’ve had. I’ve been following you for a long time. Back in the early days of Ari’s Take, to the webinars, the book, the online course, the live full day panel events, etc. I’ve considered you one of the most genuine voices I’ve come across in the industry thus far. I‘m loyal; I preach the gospel of Ari Herstand to other creatives. I buy your various packages and have been a subscriber for over 5 years now. I trust your feedback and insight not just because you do your homework and have lived experience, but also because you have built a brand around trust by providing resources to independent artists all over. You have focused on those that often get neglected or taken advantage of in such a brutal industry.
But recently I had an experience that brought me to a crossroads with that trust. I usually don’t write emails this long, so I apologize in advance for the length.
I had some difficulty using the new Spotify For Artists feature when they first announced their beta product in July. I released 2 eps and a culminating album between May and October. So it was nice to hear your perspective on ways to approach Spotify playlists beyond the beta feature. After reading your review of Playlist Push, I checked them out. The approach made sense to me: genre based outreach and a genre/playlist potential based payout structure. I spoke with customer service throughout the process to determine which kinds of campaigns to set up. I had previously conducted a survey with fans to determine which songs would make for the best Spotify playlist campaigns. So I set up 3 campaigns. 1 for a song on the 2nd EP that would run until the release of the album. And then the last two to run concurrently as soon as the album dropped. 
The first campaign for a song called Home Above Water did not perform well via Playlist Push. At first, I just took it as a sign that the music wasn’t there yet. But then I looked at the reviews of the song and realized that there was a major problem. The song was registered as Soul, but the reviews were coming from folks who curate lists for “depressing hip hop”, EDM, electro pop, Reggae, etc. Everyone kept saying “it doesn’t fit this kind of playlist”, and I’m thinking, “of course! This song is definitely not EDM, hip hop, pop or reggae. Think Eryn Allen Kane, Chance the Rapper’s more inspirational songs/Donnie Trumpet and the Social Experiment, Grace Weber, etc.
I spoke with customer service about it. They seemed to understand. I requested to cancel the upcoming campaigns and get a refund for the first. Steve then offered to do one more campaign, and if it also doesn’t satisfy me then he would refund me for all three campaigns. He offered a full refund on all three songs. I was hesitant to continue, but he insisted that the next song would have more options because it fit R&B and Soul. So together there would be more targeted playlists to submit to.
Within the first day, the second song Lighthouse landed on a Reggaeton playlist. So I knew I was heading down the same road. I reached out the second day of the campaign but didn’t hear anything for 1.5 weeks. By that time, it had been placed on 5 playlists: Reggaeton, Boy Bands, Hip Hop, a pop playlist, and finally your Low Volume Funk playlist. So at this point of the 5 playlists, the one that comes remotely close to my actual genre is curated by the same person who encouraged me to check out the platform in the first place. I felt debilitated in a number of ways. 
In the end, I argued quite a bit with customer service. They reneged on their refund offer, claimed a full refund from them was not possible and was unfair, and that no one complains about getting on 5 playlists. I tried to explain to them that it’s not about the quantity of playlists or listeners but the quality of listeners. Getting on a reggae playlist does not help me get my music to fans and potential fans where they actually are. If anything, it makes them less prone to engage with my music because they are listening to a reggae playlist with the intent of listening to actual reggae, not cinematic soul. Everything I do is in an effort to reach potential superfans.
I ended up walking away with a partial refund and plenty of condescending remarks from Steve... but more than that I lost a lot of trust. In an industry with little mentorship for independent artists, you were the closest thing to a reliable resource I had, and to find out that the agency you recommended was pretty much a scam (like the others you discuss in the blog) that would take my money and throw my music at any Playlist that bites- and then to find out that you’re getting paid on both ends (for referring them and then for curating), didn’t necessarily help. 

So first off, I want to give Jessica major props for sending me this very heartfelt email. And for being so candid. Not everyone speaks up when they are experiencing frustrations or roadblocks, but the only way to make things better is by approaching them head on. I know it must have been frustrating to spend a good amount of money on a campaign and then be disappointed by it. I've done it time and time and time again. I'm sure you have too. 
I want to hear your successes and your pitfalls. All of them. The good, the bad, the ugly. We’re all in this crazy industry together! And I am a student first. I want to learn so I can teach. Nothing brings me more joy than being able to pass along valuable information that I learn and to see you use it successfully. 
I do want to be perfectly clear about my involvement with Playlist Push (and any company I review). I never accept an affiliate code or advertising partnership until AFTER I write my review so my review is completely unbiased. I never let the companies read my review before it’s posted. And I only accept affiliate codes or ad partnerships with companies I believe in. Some companies I reviewed negatively have attempted to throw money at me to change my review. But I turn them down at every corner because all I have is my reputation and the trust I have built with the community.
No, I cannot be bought off. I will not take money from companies or people I don’t believe in.
After my extensive review of Playlist Push, it seems like a valuable service. I stand by it (today). Will that ever change? Maybe. But like any ad partner I’ve ever had, when I get complaints from readers I take them immediately straight to the top. If they aren’t resolved to our satisfaction immediately, I end our relationship and I write about what happened. However, the good ones out there take their customer complaints very seriously and resolve the issues quickly. 
I understand the responsibility I have being one of the few working artists out there with so much access to people in the industry and I take this responsibility very seriously. I’m always looking out for artists and I answer to no one but you. 
Whatever you’re experiencing, the good, the bad and the inspirational. Lemme hear it! I can’t promise I will be able to get back to you, but I do promise to read it, think and digest. 
Much love,
~Ari

PS - if you dig funk/soul follow my Low Volume Funk Spotify playlist and hit me with some song suggestions.

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"How To Make It in the New Music Business might well be the best 'how to' book of its kind." - Music Connection Magazine 

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+Who is Ari?  

Visit: http://aristake.com  

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Brassroots District 

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