Why Artists Are Paying More, Getting Less — and What to Do Instead in 2026
Spotify and the cost of chasing numbers is something I’ve been thinking about deeply as we close out 2025 — especially as someone who still pays for Spotify, still advises artists on how to use it, and still works inside a system that treats Spotify metrics as a proxy for legitimacy.
Here we are — the last day of 2025.
I’ve been quieter this year than I usually am because it’s been exhausting keeping up with all the shifts and changes in this industry. Staying on top of them for my clients has taken a lot of energy — and pulled me away from writing more than I would’ve liked.
But I write to think through hard things. And when the going gets tough, I write.
I’m proud that I released a book this year. And today, I want to talk about Spotify.
I still pay for it. I still advise artists on how to use it. And my artists still rely on it.
In many cases, I feel like we have to — because the system we’re all operating inside still treats Spotify numbers as a proxy for legitimacy.
I work with very young artists who are clearly on paths toward record deals, and whether we like it or not, they’re expected to show “power” on Spotify early. Strong numbers are often treated as proof of momentum — even when those artists are still developing their audience in real life.
I also work with seasoned, older artists who feel just as beholden to the platform, for different reasons. Many believe they won’t be taken seriously — by the industry, by press, or even by film and TV gatekeepers — unless their Spotify profiles show a certain level of traction.
Time and again, I hear the same thing: everyone looks at the numbers.
So yes — Spotify has become a huge box that artists, at every stage of their careers, feel forced to check.
Which brings me to the uncomfortable part.
When we hire Spotify playlisting companies to boost numbers, are people really believing these massive stream counts from independent artists who otherwise don’t seem to have much going on?
Are industry professionals, supervisors, or labels truly taking those numbers at face value — or are we all quietly participating in a shared illusion?
Many of my clients tell me they plan to keep funneling money into playlisting because they believe it helps them “overall.” And fine — let’s call it what it is: a necessary evil in the current landscape.
But here’s the question I care about far more.
Spotify’s Ethical Line Keeps Moving
I was doom-scrolling Instagram recently when I came across a post that perfectly summarized why so many artists feel conflicted, frustrated, and stuck right now.
SoundFynd and Liam H. Mason created a clear, courageous, and well-researched post that helped catalyze this conversation for me.
Here’s the short version of what they laid out — and why Spotify and the cost of chasing numbers have become so high for artists.
1. AI-Generated Music Is Replacing Human Musicians
Spotify has increasingly filled lucrative playlists with AI-generated “functional” music — ambient, lo-fi, and mood playlists designed to be inoffensive, ignorable, and cheap.
Liz Pelly’s must-read book, Mood Machine, dives deep into this trend. Spotify commissions these tracks and replaces real artists with algorithm-generated versions, avoiding royalty payments entirely.
Humans lose income. Spotify keeps the profits.
2. Running ICE Recruitment Ads
Spotify approved ads urging listeners to “fulfill your mission” by joining ICE, using dehumanizing language about immigrants and crime.
Spotify’s response? The ads did not violate their advertising policies.
If that doesn’t violate policy, it’s fair to ask: what does?
3. Political Power Plays and Trump Donations
Spotify hosted an inauguration-adjacent brunch celebrating the influence of podcasts in the election, featuring Joe Rogan and Ben Shapiro — while also donating $150,000 to Trump’s inauguration.
To put that in perspective, an artist would need roughly 50 million streams to earn the same amount.
This is part of Spotify and the cost of chasing numbers that rarely gets acknowledged.
4. Daniel Ek’s Military Tech Investments
Spotify CEO Daniel Ek, through his investment firm Prima Materia, led an $800 million investment into Helsing — a company developing AI-powered military drone technology.
War tech. Every artist deserves to ask whether they’re comfortable with what their labor ultimately supports.
5. The WhoSampled Acquisition and the Chill on Creativity
Spotify’s acquisition of WhoSampled has raised serious concerns in hip-hop and electronic communities.
A community-built database of sampling history is now under corporate control. The fear is that it becomes a legal enforcement tool rather than a cultural archive — increasing risk for independent artists who already lack resources.
Another quiet but real example of Spotify and the cost of chasing numbers falling hardest on indies.
If Spotify Is a Necessary Evil… What Else Are You Doing To Balance This?
This is where I stop pointing outward and start pointing inward.
If you’re chasing playlists and playing the numbers game — on Spotify and on social media — because you feel you must, then the real question becomes:
Are you equally investing in your bonds?
Are you:
- Connecting with real fans in real time?
- Building and nurturing your email list?
- Creating moments of genuine interaction — not just impressions, but relationships?
- Investing in things that lead to real humans showing up again and again?
Playlists don’t advocate for you.
And inflated numbers don’t build careers.
That’s the shift I’m focusing on as we head into 2026 — helping artists rebalance their attention away from metrics and toward building something Spotify can’t manufacture: real connection.
This, to me, is the antidote to Spotify and the cost of chasing numbers.
If You Want a Thinking Partner — I’m Looking For You
As the new year begins, I’m working with a small, intentional cohort of artists and industry professionals who want to do things differently.
This is not about hacks, growth tricks, or out-gaming algorithms. It’s about clarity, accountability, and building real bonds with real people.
There are 15 spots available for artists who want depth, community, and a long-game strategy — artists who are ready to stop chasing numbers and start building something that lasts.
And yes — you might even meet your new best friend or collaborator along the way.
So I’ll leave you with this:
What will you do differently in the new year?
You can stop reading now, sit with it, and let me know.
I’ll be here to chat about his as I enter 2026 – my 30th year in the business.
I want to solve this together.
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