SPOTIFY Starts Pay To Play WAR: Slashing Royalties

Spotify have announced plans to let artists promote music on their platform for a cut in royalty rates. The feature, which Spotify is describing as an experiment, will affect playlists, autoplay (after a listener has played a playlist) and Artist Radio.
Spotify has said “Artists and labels can identify music that is a priority for them, and our system will add that signal to the algorithm that determines personalised listening sessions. This allows our algorithms to account for what’s important to the artist – perhaps a song they are particularly excited about, an album anniversary they are celebrating, a viral cultural moment they are experiencing, or other factors they care about.”

In exchange for the extra attention on Spotify, they have said:
“To ensure the tool is accessible to artists at any stage of their careers, it will not require any upfront budget. Instead, labels or rights holders agree to be paid a promotional recording royalty rate for streams in personalised listening sessions where we provided this service.”
So more awareness for your music, for a lower cut in royalties. But what does this mean for you and how does this change your strategy going forward?

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